How to Engage Your B2B Audience with an Effective Podcast Intro and Outro Script

Most podcasts for businesses (and any other podcast for that matter) include an intro and an outro to connect with listeners. The intro serves as a quick way to begin the podcast and answers “what’s in it for me” for the listeners. On the other hand, the outro usually leads listeners to other relevant episodes and provides a way for the podcast to drive listeners to a next step – using a call-to-action. The primary objective of the intro and the outro is to simply entice listeners to keep going – whether it’s with the current episode or whether you’d like them to check out additional episodes from the show.

As a producer of a podcast, you have a blank canvas to work with and have complete creative freedom to design your intro or outro as you wish. In general, there are no official “rules” or guidelines for a podcast intro and outro – especially for podcasts designed for B2B organizations. And although it’s exciting to have complete control with what you say in your intro and outro script, we often find that clients need a framework – starting with just a blank piece of paper can be quite overwhelming.

The next few sections will provide some recommendations on how to construct your podcast intro and outro scripts while also providing some great examples to use as a reference.

What's included in a podcast intro script?

An effective podcast intro is designed to get people interested and to encourage them to listen to the full episode. Within the intro, it’s your job to connect with the listeners and describe what they’ll get out of the episode. Here are a few questions podcast listeners may have about your show:

Are you going to teach me something?
Will I hear from experts in a certain field?
Will I get a sense of what’s trending in the industry?
What unique insights can I get access to during the podcast episode?
Will I be able to apply anything shared in the podcast to my current role?
Is this podcast going to help me specifically, or is it for a broader audience?
Who are some of the common guests on the show?

Your podcast introduction script should address a lot of the main questions for the audience – in as short of a time as possible. You want to peak the interest of the audience and then get into the main portion of your episode as quickly as possible. We recommend that your podcast intro script is less than 30 seconds long (this would equate to less than 75 words) so you can get into your actual episode as soon as possible. As you answer the typical questions an audience member may have, here’s a list of elements that should be included within your podcast intro:

Name of the podcast / show
Name and high-level information about the host (this could be your overall company, or a dedicated host within your organization)
Connection with the audience (who are the “typical listeners”?)
Objective of the show (what’s the purpose, tagline or overall description of the podcast)

What are some great examples of intro scripts for business podcasts?

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What’s included in a podcast outro script?

A podcast outro gives your organization an opportunity to continue the experience with the audience. During the podcast outro, you want to provide a call-to-action and encourage listeners to take another step with your company. As with any advertising medium, you have a lot of options available to you. Here are some effective ways to stay in sync with your podcast audience after they finish an episode:

Provide information on where the audience can get access to show notes (perhaps on your organization’s website or a dedicated microsite for the show)
Thank your sponsors for supporting the show (in the case with your company’s podcast, the “sponsor” may be your own organization)
Ask your listeners to subscribe to the podcast on specific platforms (Spotify, Apple podcasts, Stitcher, etc.)
Provide a unique landing page that gives access to premium content
Present a unique offer such as a discount, trial or free consultation
Create excitement around other episodes within the show
Give listeners an indication of “when” other episodes are available (“tune in every Monday, Wednesday and Friday”)

As you conclude your show’s episode, it’s important to keep the outro short as well. We recommend keeping the outro around 30 seconds, too. However, if you can get the outro shorter…then do it! The main objective here is to present the call-to-action as clearly and as quickly as possible. When you write your outro script for your business podcast, there are a number of ways you could move the audience forward. But, here are a few elements you shouldn’t miss when you put your script together:

Summary of your episode and/your organization
Where to find more episodes (which platforms are used)
When new episodes are released
Link (used for a dedicated call-to-action)

What are some great examples of outro scripts for business podcasts?

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The benefits of an effective podcast intro and outro script

Remember, the purpose of your intro and outro is to keep the audience engaged.

When writing the intro, you want to make sure that you are driving your audience to listen to the entire episode. So the intro should provide a short & sweet connection with the audience…in less than 30 seconds.

When your episode ends, make sure you direct the audience to a “next step” to further the relationship. Provide ways for the audience to access other episodes or to get a compelling offer from your company. Once again, keep this piece to under 30 seconds…and get to the point quickly.

An effective intro and outro script builds your audience and creates a stronger connection with the show…and your brand. Good luck with your podcast and feel free to drop us a line if you have any questions!

The Tech Qualified podcast provides B2B technology marketers with access to real world case studies and best practices. We interview industry leaders to uncover what is working in the world of B2B technology marketing.

Written by Tristan Pelligrino

Tristan Pelligrino is the Co-Founder of Motion. He’s a serial entrepreneur who started his career as a consultant with large IT companies such as PwC, IBM and Oracle. After getting his MBA, he started and grew one of the fastest video production companies in the country – which was listed on the Inc. 5000. Tristan now enjoys leading the content marketing strategies of some of the most innovative B2B technology companies in the country. You can find him on LinkedIn and Facebook.