Optimize Your Video Podcast Positioning: How to Understand Your Audience

If you want to create a video podcast that truly resonates with your audience, you need more than great content. 

You have to invest in truly understanding who you are speaking to on a deep level. 

This connection and understanding can transform casual viewers into loyal fans and set your show apart from the rest. 

What we’ll cover in this article: 

• How to get to know your ideal audience 
• Everything you need to know to align your show’s mission with your audience’s needs
• Standing out with your positioning
• Creating a positioning that’s not static and adapts over time

Here’s how to position your video podcast for success:

1. Getting to know your ideal listener

Building a show without knowing your audience is like throwing darts blindfolded — you might hit the target occasionally, but it’s mostly luck. Start with a clear audience analysis by asking these questions:

• Who is your ideal viewer? Are they industry leaders, practitioners, or budding professionals?
• What challenges do they face that your podcast can address?
• What drives them to consume content in your niche?

Don’t be afraid to get laser-specific.

Keep in mind, not everyone in your TAM will be an ideal listener, but this doesn’t mean they won’t tune in. 

When you create a video podcast for one specific persona, you’ll attract exactly who you target (and a wider related audience). 

But when you create content for everyone you end up building affinity with no one. 

Use tools like surveys, social media polls, and direct conversations to uncover your specific audience’s goals and pain points. Explore public forums like Reddit and Discord. Participate in the community you want to connect with. 

Pro Tip: Create a listener persona to keep your insights organized and actionable. Get specific — define their age, pain points, job roles, etc. Give them a name. This persona helps you remember who you’re speaking to every time you hit record.

2. Align your show’s mission with audience needs

Of course, your audience wants solutions. But more than that, they want to feel understood and connected. 

(p.s. Did you know personal factors officially outweigh professional when it comes to B2B buying decisions?)

Once you know what they’re looking for, align your podcast’s mission to address those needs in a unique way. Ask yourself:

• What value can your podcast bring that no one else does?
• How does your mission complement the existing content landscape?

For example, if you’re in a crowded niche, emphasize your personal perspective or curate niche-specific trends others might overlook.

Lean into your show’s unique POVs to develop your mission statement. 

Finally, build a concise mission statement that encapsulates your goals fitted with your audience’s needs. 

Want a few examples? We’ve got 350+. But we’ll start with these: 

• Superhuman Selling helps driven entrepreneurs and sales leaders discover the path to personal and professional growth in a noisy world.
• The CISO Circle is dedicated to addressing the real challenges security leaders face every day. From navigating incident response to fostering a resilient security culture, we’re here to empower and connect those at the forefront of cybersecurity.
• Future 9-1-1 helps public safety leaders reimagine the future of emergency response in a rapidly evolving world.

3. Creating a video podcast positioning to stand out

Positioning is your north star. You can never be everything to everyone; but you can own a specific, valuable corner of your industry.

Once you have your mission and POV nailed down, make sure to:

• Showcase your unique point of view (POV). Whether it’s your expertise, storytelling style, or guest lineup, make it clear why people should tune into your podcast.
• Stay consistent with your brand and content. Everything you create should align with your mission. 

4. Adapt as You Grow

Your positioning isn’t static. 

As your audience grows and you refine your content, your positioning should evolve too. 

Use feedback loops (like episode performance metrics and social engagement) to iterate and improve. Consider developing surveys, Q&As, and opportunities for direct feedback.

(We encourage listeners to fill out a 3-minute survey and choose one at random, every month, to send a $100 gift card)

This growth mindset not only keeps your show fresh but also keeps your audience invested.

Understanding your audience and refining your positioning are critical steps to creating a podcast that stands out. 

Dive deep into their world, align with their needs, and showcase your authentic value. 

With this foundation, your video podcast will resonate and thrive — no blindfold required.

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