Using audience research to help develop a podcast strategy with Amanda Natividad

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Episode Summary

Keyword research is one of the best ways to determine which keywords to target, and it can help you learn a lot about the most searched terms online. However, while keyword research won’t help you understand your audience’s needs, wants, and behaviors, audience research will.

In this episode of the Recorded Content podcast, our host Tristan Pelligrino welcomes Amanda Natividad, the VP of marketing at SparkToro. They chat about the importance of audience research; the differences between the buyer persona, amplifier persona, and attention persona; and how to create content that enables collaborative relationships.

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Episode Highlights

Buyer persona vs. amplifier persona vs. attention persona

“We obviously have that classic buyer persona — the people who would ideally buy our product. Then you have your amplifier persona, which represents the people who might amplify your content and/or your brand. So an amplifier might be a creator in your niche, a reporter, or an analyst. Those are all potential amplifiers. And then, in your broadest sort of audience, you have the attention persona, which I define as people who pay attention or people who might pay attention to you.”

Create content that enables collaborative relationships

“I don’t come from the world of paying influencers and securing those sponsorships. I’ve done them before. I’ve done that in the past, but that just isn’t my world. My world is more of creating content. So I tend to think about it through the lens of, ‘Well, how can I create content that enables a collaborative relationship or that can be mutually beneficial in a way that doesn’t have to involve exchanging money?'”

Search for terms that best exemplify your audience

“I would start with search terms that best exemplify your audience. So this could be that my audience uses these words in their profile, and it might be a marketing director, or maybe it’s a show host, a podcast host, or things like that — the words that people would use publicly to self-identify.”