Writing Engaging Content for Podcasts

The B2B podcast playbook has been written. Now everyone wants an interview show and suddenly it's impossible to stand apart. There's a better way: How Early Warning made something special... To be clear, straight interview shows have a lot going for them. For one, they give a lot of content potential. You can constantly line up interviews and never run out of topics, every new name aligns your company with a new audience, they're pretty efficient to make. So yes, it's great for credibility, thought leadership, networking, repurposing. And if you have the right premise and a great host, they absolutely still work. But, have you noticed how many podcasts are left sounding a little too alike? Narrative podcasts, on the other hand, give your brand a unique personality that stands way out from competitors. Early Warning knew this, and came to us with an idea for a show called Nickel & Crime. A financial security company, who instead of interviewing finance experts, got into the true crime genre. Nickel & Crime shares real stories of scams and financial fraud, and strategies for listeners to protect themselves from them. It's a really great listen. A scripted podcast meant quite a bit more work. There was more research, more writing, voice acting, creative sound design, and much more editing time. But the end result? An incredible multi-layered podcast that pulls listeners in, leaves them wanting more, and definitely makes the name Early Warning more memorable. Have a listen to Nickel & Crime and let me know what you think. Don't be afraid to ditch the norm, and get into narrative podcasts to make something your audience takes note of, enjoys, and remembers.

A client preparing for an important podcast confessed he's a bit "wordy." I complimented him for recognizing what could be a fatal flaw and said, "That's why you're going to keep your remarks to 2 minutes and answer every question with an EXAMPLE instead of an EXPLANATION. Explanations are INFObesity. Examples are INTRIGUING." He agreed but said, "I don't know HOW to tell a short story." I told him, "The key is to put us in the S.C.E.N.E. Here's how: S = SENSORY DETAIL: Start with WHERE to put us THERE. Think of a real-life situation that illustrates your point. What did it look like? Smell like? Feel like? Sound like? C = CHARACTERS: Describe the individual(s) involved so we know their MOOD. We don't need to know they have brown hair. The question is, are they sad, mad? Excited? Frustrated? E = EXPERIENCE IT: Re-enact what happened so we can SEE what you're SAYING. If YOU see and feel what you saw and felt then, WE will too. N =NARRATIVE: If you don't have dialogue, it’s not a story, it's a listicle of events. Use comma/quotes of exactly what was said so it's ALIVE and we feel part of the conversation. E = EPIPHANY: What is the lesson-learned, shift, or AHA where everything comes together and the point suddenly makes sense? If the podcaster asks, "WHY did you write this book?" don't TELL him why you wrote the book. Put us in the S.C.E.N.E. of when and where you realized people were getting outdated badvice, and decided to share your recent research and evolutionary results so they could thrive instead of suffer needlessly. And keep each response to under 2 minutes. If you do, this becomes a rock-and-roll interview from start to finish. You will be infinitely more interesting and people will be motivated to keep listening. #podcasts #storytelling #speaking #samhorn #presenting

Most B2B podcast intros suck. Mine did too, until… I started scripting them. If you want a strong hook for the opening moments of your podcast, you need to script it. But, how can you do that without looking like you’re reading? I’d tried reading off notes, and then just adding jump cuts, but it wasn’t as smooth. I tried reading off a script in Google Docs, but it was awkward as my eye contact went back and forth, plus scrolling with my mouse was distracting while I tried to focus on my delivery. Then I started using an online teleprompter tool called Speakflow. Here’s my workflow now: 1) When I finish recording with my guest, I write my intro script in a simple Google Doc. PRO TIP: I find this is easiest when I actually remember to block time for this scriptwriting *right after* recording the interview–when the conversation is fresh in my mind. 2) I copy my script into Speakflow. 3) I hit RECORD & start delivering my intro, and this is my absolute favorite part of Speakflow… Unlike other teleprompter options, it has this scrolling mode called Flow where I don’t have to struggle to get just the right speed–and get all outta sorts if I speed up or slow down during my delivery. Speakflow’s AI listens for the words you speak, matches them to the words in your script, and scrolls at the exact pace you’re speaking–in real-time. 🤯 🤯 🤯 So, if you host a podcast, I highly recommend you check out Speakflow. They’ve got a solid free plan you can use for this exact same workflow. Also, on the content of my intros (that hopefully suck a little less now 😅)… You can see ( or hear) how I structure these new intros on recent episodes of Agency Life by Teamwork.com, but here’s the typical template: - Opening hook meant to open a curiosity loop, often an intriguing question - Context for the conversation & the credentials of the guest (what they share & why you should listen) - 3-4 key takeaways to sign post to important points in the episode - And finally I cut from my intro right to the guest’s first answer to give it that “joining a conversation already in progress” sorta feel. What’s 1 podcast you follow that does a fantastic job with their episode intros? #B2B #marketing #video #podcasting #howtopodcast

What makes for a great podcast? You might think it's about great studio setup, famous celebrities, naturally viral moments, fancy editing gimmicks... basically expensive productions about famous people. Yes that definitely helps. But it doesn't explain why relative nobodies keep breaking through and building huge audiences with just a mic, webcam and Zoom. No, it isn't about money or fame. The secret to success is, in order: 1. Why: Why are people going to tune into your show? Who is the show for and is your planned content going to be so relatable and impactful for them on a sustained basis that they can't wait for you to drop the next episode? 2. Who: Who is on the show? Are they people your audience will care about? And no, it's not just about celebrities. Regular people with gripping stories or deep expertise have the same effect. 3. What: What will you discuss? Is it what your audience wants to know and have you planned out the discussion so as to sustain their interest? [Side note: Those 'viral moments' you see playing as Reels from popular podcasts? Almost all are pre-planned and engineered. Perhaps even shot repeatedly till they got it just right :)] 4. How: Is the discussion free-flowing and natural? Is there chemistry between the speakers? Or does it feel forced, stilted or overly-scripted? 5. Pacing: Does the episode feel fast-paced and interesting or does it get bogged down in irrelevant chit-chat and long-winded introductions? 6. Production: And here, right at the end, comes production. A fancy setup can make a good podcast great, but it will never compensate for poor content delivered in an uninteresting way. This does not mean you never explore studios. Apart from the look, they also make recording very easy and reliable, which alone is a great reason to use one. But, if you are on a tight budget, just get a mic, record on your phone and focus instead on excellent content. --- I'm Amit, founder of CrazyTok. We help people build their brands online through Podcasts, Youtube channels and LinkedIn. Get in touch for free advice and affordable, hassle-free services. #podcastagency #podcastproduction #podcast

I asked the world's leading podcaster, Steven Bartlett for advice on growing my podcast. The answer was supposed to be three minutes long. But, he gave me a whole lecture with such great game that I can't gatekeep it. I have been digesting what he said and here are the lessons you can learn when it comes to innovating and developing your content strategy. I call it the 'Bartlett Big Three' 1) Swing for a Fundamental Innovation. When he launched The Diary Of A CEO six years ago, the founder/CEO podcast format remained unexplored territory. He recognised this arbitrage opportunity and seized it. Today, he sets the standard. Countless shows mirror his format, style, and thumbnails. The window has closed, he told me. The next imitation of a DOAC podcast will fail miserably. Breaking through now demands innovation in concept, content or format. He offered a provocative example: "I wouldn't watch another interview show but I would totally watch a podcast series about why someone is cheating secretly on their spouse." Imitation guarantees obscurity. Audiences will still seek the original. It's better to swing hard for something novel altogether. 2) Experiment Relentlessly But here's what separates him from most people who build an audience: he never stopped experimenting. He hired Grace Miller to help the DOAC team run fast experiments, fearlessly and often. They tested hypotheses to improve retention, engagement and click through rates. Compare his podcast today to 2021—the trailers, b-rolls, even ad-reads have been transformed dramatically. Each upgrade stems from an experiment. Most creators with his audience would coast. Steven remains relentless about treating the podcast as a product to improve. Then he said something that forced me to pause: "I am not romantic about being right, I am romantic about winning." Do you want to win or be right? The point of experimenting, I've realised, is to lock you into that focus—improving the product becomes the work itself. 3) Sweat The Small Stuff. I asked him about the Jimmy Fallon interview—the moment when Jimmy pulled out a custom scrapbook of photos and quotes, prepared live during filming. Why? "I sweat the small stuff," he said "A lot of greatness is unlocked this way." The scrapbook isn't just a generous gesture. It's representative of how he thinks about every element of the podcast. But here's the thing: the scrapbook is one of hundreds of small details he's obsessed over. Better lighting. Tighter editing. More thoughtful questions. Smoother ad transitions. Each improvement seems minor in isolation but they compound. The podcast you see today isn't the result of one breakthrough idea. It's the accumulation of relentless, incremental improvements across every dimension of the experience. Whilst competitors copy the surface-level format, they miss the infrastructure of obsession underneath. They would never go to such lengths. That's his edge.

An undervalued strategy when hosting interview podcasts: writing a banger of an intro for your guest. Have you ever been in a boardroom style meeting and asked to introduce yourself? And to tell everyone a "fun fact" about yourself? (*shivers*). Asking a guest to explain who they are and what they do is unlikely to kick off your chat with the good vibes you need to get the best out of them. You're asking them to recall key headlines, promote themselves and be creative all before they've settled into being recorded. Unless they're briliantly media trained - this won't feel great for them. Instead, ask them to send you their bio or headlines prior. Check out their website, their LinkedIn, other interviews and pull together an opening that captures who they are and what they do. This not only profiles them effectively in the mind of the listener, it shows the guest you care enough about them to be well researched and present them positively. Your guests are the content, and they deserve all of your respect - a little extra work goes a long way. I have a 100% strike rate on good feels and feedback from the intro's I write for my guests - which I love - but the best part is they're then positioned to give an excellent interview, which is what the listeners deserve. Every part of your podcast is an opportunity for a considered strategy.

This is how I've helped big brands launch podcasts that currently have 10 million+ subs without a celebrity host. Creators think they only need star power in the long run, but my framework works without it. In reality, your host needs one core trait, and it's not followers, a big budget, or virality. The best hosts aren't the most agreeable or the most knowledgeable. They're just the most curious. Look at successful business podcasts: Ranveer Allahbadia:  Questions conventional wisdom in every BeerBiceps Media World Private Limited episode. Raj Shamani:  Figuring Out on YouTube challenges guests to share their real entrepreneurship struggles. Here's the framework learned from then and used: 1. Start with the listener journey Map out their current beliefs, fears, and aspirations. Your content should bridge this gap. 2. Design your conversation arc The opening should challenge a common assumption. The middle must explore unexpected angles and then land on actionable insights. 3. Host selection strategy We didn't chase industry experts but instead found someone who: - Asks questions like a 5-year-old - Highlights all the inconsistencies - Steers away from obvious questions 4. Production Approach We recorded 3 episodes before launching only to - Get feedback from target listeners - Iterate on format and flow That's how we created a podcast that isn't about the host or the guest. It's about creating intriguing moments to keep listeners entertained. But most branded podcasts fail because They're platforms instead of solutions. Focus on serving your audience, not showing your expertise. So, what's your favorite podcast and why? #podcast #marketing #influencer #brandbuilding

Are podcasts the new Hollywood movies? Podcasting isn’t just content. It is cinema for the ears. The best podcasters are not just hosts. They are directors of immersive audio experiences that build brand, trust and influence. Truth is, the top creators treat their podcast episodes like blockbusters. → Strong openings → Character arcs → Cliffhangers → Plot twists If films build audiences through story, pacing and production… why shouldn’t your podcast? 1. Storytelling Hooks Audiences ↳ Simplify complex ideas with characters ↳ Start with a bang and keep them listening ↳ Build emotional connection through narrative 2. Treat Episodes Like Mini-Movies ↳ First 60 seconds are your trailer ↳ Create narrative arcs with payoffs ↳ End with impact, not with a fade-out 3. Cinematic Production Builds Authority ↳ Music and pacing shape mood ↳ Great audio reflects a great brand ↳ You stand out by sounding intentional 4. Repurpose Like a Director ↳ Clip highlights like a movie trailer ↳ Turn key moments into carousel posts ↳ Share behind-the-scenes to build loyalty 5. Don’t Just Post. Premiere! ↳ Feature guests like co-stars ↳ Your podcast is an experience ↳ Build anticipation like a film release 6. Think we’re done? ↳ Swipe the carousel to see how cinematic storytelling can power your growth It is time to direct your podcast like a blockbuster and make your audience binge every episode. Follow Tomas Loucky and Nati Zaretsky for behind-the-scenes strategy, storytelling tips and podcast growth ideas. ♻️ Repost if your episode intros are more dramatic than a Marvel trailer.

More than 18 months ago, I started Sound Judgment, the newsletter and podcast, because I was frustrated. Everywhere I looked, I saw online instruction about the business, mechanics, and marketing of podcasts. But I saw almost nothing about the craft of audio storytelling — an absence of instruction on how to create compelling conversations and narrative stories in the first place. I was craving exploration of the process by which we create content that engages PEOPLE — our audiences — and prompts them to share unforgettable moments and insights.  Selfishly, I also wanted to learn from the on-the-ground experiences of today’s very best hosts and other audio storytellers. What are the ingredients that make them the best? Now, after going behind-the-scenes on the making of many, many podcasts with guests like Anna Sale, Glynn Washington, Kelly Corrigan, Jay Baer and more, I’ve built a body of work (with more to come) on what it takes to craft excellent content. Some of the same strategies showed up again and again. Here are six that you can use right away. 1. Sound vision: Build a world that invites your ideal audience to enter (not for audio makers only). This includes tone, pacing, point of view, how you address your audience, and, in audio, sound design, music, and how the host performs on the mic.  2. Structure: The often-missing gateway to creativity and productivity. 3. Scenes: The backbone of engagement. 4. Surprise: There's no story without it. You can identify it everywhere, if you know where to look. 5. Suspense: How to keep your audience with you, no matter the subject. 6. Specifics: Finding the right turn of phrase, fact, feeling, or image makes your work transcendent. It helps to hear examples. We’re running a little experiment! On Sound Judgment, we’re releasing six bite-sized episodes on each of these strategies. (Link to come in the comments, or search on your favorite listening app. Some of these episodes are only five minutes long!) This series features storytellers Gilbert King, Kelsey Decker, John Barth, Katie Colaneri, Todd Henry, Michael Osborne, Amit Kapoor, Kelly Corrigan, Lauren Chooljian, Alison MacAdam, Emma Courtland and Sam Mullins. It draws from their stellar work on Bone Valley, Marketplace on American Public Media Group, Famous & Gravy Podcast, Daily Creative, Kelly Corrigan Wonders and PBS' Tell Me More, The 13th Step at New Hampshire Public Radio, Crime Show, Chameleon: Wild Boys Campside Media, and The Moth. ___ Want to improve your storytelling? There are still a few seats open for Thursday’s workshop, “Hook Your Audience & Keep Them Coming Back.” Link in the comments. We’re going to have fun. 

Most podcast listeners drop off within 30 seconds. Here's how to keep them listening: 1. Cut your intro music Too many shows let their intro theme run on far too long. Get straight to the content. 2. Fulfil your title's promise Validate the listener's decision to hit play by letting them know what your episode is about with a compelling hook right at the start. 3. Use a value prop A new listener won't know what your show is about. Tell them. 4. Cut the chit-chat. No-one cares what your guest had for lunch. Get straight to the interesting stuff! 5. Read into and out of ad breaks Tease what's coming up next to keep people listening. And reintroduce guests after the break. 6. Tighten the outro Outros trigger listeners to drop off. Keep it short so they get right to the end (and hopefully hear your post-roll ad!) WHAT DID I MISS? Add your best tips in the comments. ✅ SAVE this post so you can come back to it next time you're editing a show. -- 👋 I'm Chris Stone - I've spent years making shows that reach millions for large publishers. 📩 Hit 'view my newsletter' above to get Podcast Strategy deep-dives straight to your inbox every week.