This episode introduces a method of segmenting a podcast's audience to help publishers decide how to allocate resources for audience growth. This is an AI-generated article based on Audiotiq's blog article: https://audiotiq.com/en/podcast-promotion-strategy-audience-segmentation/

The method divides the potential audience into four segments based on familiarity with podcasts and interest in the podcast's topic, using a 2x2 matrix.

Segment #1: The Death Valley. This segment represents people who are unfamiliar with podcasts and have no interest in the topic of your podcast content. The article refers to this segment as “The Death Valley” because it will be extremely difficult to convert these individuals into listeners. The source strongly recommends not focusing your resources on this segment.

Segment #2: The Ghosts. This segment represents people familiar with podcasts but not interested in your content's topic.

The article refers to this as “The Ghosts” segment because you may see evidence of these people in your data, but it will be extremely difficult to attract them. For example, a podcast listener who does not like long-distance running will probably never listen to a podcast about marathons, no matter how good. You should not rely on this segment for immediate impact, but their interests may change over time, especially with the help of promotion through other mediums.

Segment #3: The Late Adopters. This segment represents individuals who are interested in your content but are not yet familiar with podcasts.

This segment has a lot of potential but requires more effort to convert into listeners. Since you cannot reach them directly through podcasting platforms, you should promote your podcast off-platform. Some suggestions for reaching this segment include Social media platforms like Instagram, TikTok, YouTube Shorts, X, and LinkedIn or assets you already own (for example, if you work for a radio station or newspaper, promote your podcast through these channels). The article also suggests creating educational content to teach this segment about podcasts and how to access them.

Segment #4: The Sweet Spot. This segment represents people who are both familiar with podcasts and interested in your content.

This is your target audience and should be your top marketing priority. The article recommends a two-pronged approach to reach this segment: on-platform and off-platform promotion. On-platform promotion involves using the features and tools of podcast platforms like Spotify and Apple Podcasts to reach listeners. This includes podcast visibility optimization (PVO), which uses strategic keywords to ensure your podcast ranks highly in search results on the platforms. Cross-promotion: promoting your podcast on other podcasts, either your own or others in a similar niche.

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Spotify Recommender is a powerful tool that uses a combination of user data and content analysis to provide personalized podcast recommendations to users.

This system helps boost the visibility and discoverability of podcasts on Spotify. The episode explains how Spotify Recommender works, compares it to Google Discover, and provides practical tips for podcast publishers to leverage the system to increase their audience reach. It also discusses how to track the performance of podcasts within the Recommender system using Spotify for Podcasters.

Extract from the Audiotiq's (www.audiotiq.com) blog on the topic: https://audiotiq.com/en/boost-your-podcast-visibility-with-spotify-recommender/

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This article examines podcast consumption trends in Germany based on the 2023 ARD/ZDF Online Study. Audio content, including radio, streaming, and podcasts, is extremely popular in Germany, with 81% of people listening daily. While traditional radio leads with 68% daily reach, digital audio formats like podcasts are growing, particularly among younger audiences (14-29). This younger demographic is driving podcast growth, with 13% listening daily. Spotify is a major player in the German podcast landscape, used by 36% monthly and 30% weekly. The study suggests that podcast publishers should focus on content strategies that appeal to younger audiences and leverage platforms like Spotify and YouTube for wider reach.

Extract from the Audiotiq (https://audiotiq.com/en/) blog article on the topic: https://audiotiq.com/en/podcast-consumption-in-germany/

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