The interview format is very popular with branded podcasts. These types of episodes usually revolve around guests’ stories, deep industry knowledge and unique experiences.
But if you want to keep your audience engaged, it’s risky if you rely upon the guest to “bring it” with every episode.
As a podcast host, it’s on you to keep the interview engaging. In this episode of Recorded Content, our host Justin Brown discusses some of the techniques he uses to ensure he has a productive conversation with each guest.
How can your guest help your audience?
“What I don’t do anymore is say, ‘Okay, B2B podcaster, tell me about what it’s like to be a B2B podcaster. What do you experience? How do you do your repurposed content?’ And then, go on with an interview, and they tell me whatever they tell me, and the story is similar each time. Instead, what I do — either on a pre-call or a pre-eval of a guest — is that I ask them, or I think about, how they specifically can help my audience. This is going to help me come up with my problem.”
Make your podcast entertaining and valuable
“I could ask more generic questions that could go to any B2B podcaster. But if I ask that in every interview at the very beginning, I would quickly bore my audience. So instead, I start with that conflict. I use something that’s very interesting to the audience upfront, and they say, ‘Wow, I’m really interested in hearing more about this.’ And then, from there, I can go a little bit more broad because I’ve already captured their attention upfront. I’ve made it entertaining, the content is relevant, and then over time, we can go down whatever pathway we want. But I feel more confident going in with the subject matter that is more interesting and will help get the audience engaged at the very beginning of that episode.”
A few examples of how to keep your audience engaged
“Another thing that B2B podcasters and B2B marketers struggle with is YouTube. So I’m going to interview someone, and I will talk about how they were able to overcome the hurdle of YouTube to get thousands of views on their podcast on YouTube. I’m always looking at problems: the YouTube problem, the small team problem. Here’s another one — how a marketer was able to run three podcasts at a tech company. The problem is they’re strapped for time. They’re dealing with lots of people, a handful of podcasts, lots of repurposed content, and how she was able to get all of that out and published every single week.”