A lot of marketers are starting podcasts and that’s great. It creates a content marketing flywheel for your company’s brand and you get to make deeper personal connections.

But most marketers don’t focus on the conversation. Instead, the hosts of branded podcasts treat a podcast recording session as a transaction. As a result, episodes start to feel calculated. It’s almost as if the host turned a natural conversation into something Siri would yell out of your iPhone speaker.

If you want to have an interesting conversation and create podcast episodes your customers love, it’s important to focus on the questions you ask during an interview.

In this article, we’ll cover the importance of research and how to craft better podcast questions for your company’s show.

Blogs and podcasts are both powerful marketing tools for B2B SaaS companies. And while company blogs have been around for a long time, podcasting has quickly become one of the most popular ways for people to consume content. There’s something for everyone, whether you’re looking for education, entertainment, or simply an escape from reality.

A podcast allows you to use genuine conversations to create content for your company. Interviews help capture the expertise of industry leaders and these conversations can even power your company’s entire content marketing flywheel.

But sometimes it’s hard to share your company’s point of view if your show mostly relies only on an interview podcast format. 

A solo podcast episode format breaks away from the standard interview podcast approach and gives the microphone to one person.

A podcast can power your company’s entire content marketing strategy. And it can serve as the connected tissue between your audio, written, and video content. 

But a lot of marketers get stuck in a rut with one podcast format. They don’t explore different types of podcasts. And they lose interest because the show feels too routine.

A podcast is a great way to share information with your customers. And it helps showcase the expertise within your organization.

But a podcast is not just an audio channel.

When you create a show, your company can reach customers on Youtube, engage more customers on social media, and enrich existing written content. Take one genuine conversation and build an entire content marketing flywheel.