Podcast Partnerships: Building your Network with Podcast Guests

How to make the right first impression, nail your outreach and make your podcast as impactful as possible.

When creating a podcast for your brand or business, setting good metrics for success is an essential part of planning a great podcast. While it is easy to look at downloads and number of listens that you might receive, branded podcasts can have another form of ROI - the relationships you build as a result of great guests! 

If the goal of your podcast is to build B2B relationships, we would argue that this is much more important than the number of downloads you receive, as it’s an opportunity to start deep and meaningful conversations with organisations that you want to connect with in your space. This makes for much deeper engagement than a short chat at a conference or watching a presentation.

In the words of our client Ash Read, Head of Content at Buffer:

"Podcasting is a great way to build relationships and partnerships with influential individuals and brands within your niche… the relationships built from podcasting can be beneficial over the long-term. There are guests we've had on our podcast years ago that I still connect with regularly today and brands we initially partnered with for audio projects that we've now collaborated with on multiple projects."

As Ash says, there can be a number of untold benefits - and not just for your podcast, but across your business. You never know what future projects you might collaborate on, knowledge you might share or new business you might pull in, just from having the right guest on your podcast.

However, we know that securing these sorts of impactful guests remains one of the biggest concerns for our clients. In almost every project, there are anxieties around attracting high quality guests from target organisations, especially if there is no existing relationship. But - with the right approach, this shouldn’t be a concern. 

In this post we will lay out key considerations of how to attract the sort of guests you want and give you an email structure to start your outreach.

 In this article, we explore:

1. The qualities that will attract the right guests

2. A structure for starting your outreach

Qualities that attract great guests

Here are some of the qualities we’ve seen that will help attract impactful guests onto your podcast:

1. A compelling format

This is often overlooked when reaching out to guests. However, the concept or format of your podcast is key to attracting quality guests. A simple, meaty structure that compels an audience will also allow guests to really envisage their contribution. An unstructured interview can feel overwhelming or like a waste of time - the individual may feel they aren’t able to contribute deep or meaningful insights. 

For example, in our latest project with Hays, the concept is in the name of the podcast: ‘How did you get that job?’. Combining the personal and professional, we were able to attract high level guests like Shailvi Wakhlu, Director of Data at Strava and Adam Spearing, Field Chief Technology Officer at Salesforce. Future guests come from organisations like the Met Office, Google and Blizzard Entertainment. 

2. Clear alignment of goals

While inviting a guest from a target organisation shouldn’t be the only reason to invite them on, it is a powerful win/win to include guests who both align with the business partnership goals, and who have a lot to say about the topics of your podcasts. 

We suggest making a list of organisations you would be interested in speaking too but not letting that list bind you too much - if they aren’t the right voice, don’t compromise on quality. Ash from Buffer explains this balance: “Whenever we put together a new podcast series, we're always thinking about how guests can help us to tell the stories we want to tell and also help us to reach the right audiences”.

3. Having your research ready 

Why do you want to speak to this person specifically about this topic? It’s important to do your research in order to lay this reasoning out in your initial communications with them. Let them know why you chose them - and this isn’t about flattery, it's about convincing them they are the best person for the job. 

This ties in with making sure that you are inviting the guest on for the right reasons - are they the most qualified in the space? Have they led an inspiring project or published some key through leadership? You want relevant, exciting voices who will add something new to the conversation. 

4. Being clear and concise

Be direct and upfront about what you are asking from busy people. There’s no point hedging to make it seem less of a commitment - this will only come back to bite you in the back later! 

Be clear and let them know exactly how long the recording is, any prep they will need to do, and whether they will need to do a soundcheck or complete any other technical tasks. 

How to structure your guest outreach

Here is a starter for 10 to help you construct clear emails to your ideal guests. Follow these steps for a concise approach to your potential guest. After all, people are busy and don't have time to read essays. As our Head of Production Sandra Ferrari says: “Address concerns in points not prose.” Here’s how to get it done:

Step One: Write a direct and polite introduction 

This can be obvious and simple. For example: 

I hope you are doing well, I’m [NAME and JOB TITLE]. I’m writing to invite you to guest on the [BRAND NAME] podcast, [PODCAST NAME]. 

Step Two: Include your overview

Give a succinct overview of what the episode will cover and why they are the only guest for the job. For instance: 

In the episode we are looking to cover [TOPIC] and would love to hear your perspective because [DETAIL WHY] .

Step Three: Give them the background in brief

Quickly summarise why they should want to come on your podcast - this might be because of the host, listener numbers, other guests you have interviewed in the past or press you have received. Make sure to include a link to past episodes if you have them. For example:  

[PODCAST NAME] is hosted by the experienced, [NAME,] who has interviewed executives at the likes of [INFLUENTIAL COMPANIES X,Y and Z] in previous episodes. 

Step Four: Clarify the ask

Detail the time commitment required and try to preempt any anxieties they may have about the practicalities of recording. For example: 

If you would like to join us for this interview, we would need:

• An hour of your time for the interview

• 15 minutes a few days before for a quick sound check. 

• Plus any time you would need to prepare against the discussion points we would share with you beforehand. 

In terms of the recording, it will be fully remote and we will provide a microphone and full technical support to make sure you sound great. 

Step Five: Leave a good impression in your sign off

Take the opportunity to sign off optimistically and leave a good impression behind you. Leave the door open for any clarifications or questions they may require. For example: 

We really hope you can join us for this interview, your perspective would be a really valuable one to add to the discussion in the space. Let me know if you would like to have a short call or have any questions about the process. 

Here’s an extra tip: Don’t be afraid to chase up (politely!). People are busy and things do get missed in inboxes, so it’s okay to follow up in a friendly manner - just be sure to give the person a little bit of time to reply of their own accord. 

And hey, we know that booking high quality guests is hard and time-consuming work, so if you don't want to do this, Message Heard producers take care of the chase for you! Get in touch with us at contact@messageheard.com.

The untapped value of podcasts for subscription services

Rather than getting a slice of airtime on someone else’s podcast, why not host your own?

How many times have you heard an advert on a podcast for a recipe kit, a beer club or razor delivery? We imagine the answer is, “lots.” You might even be advertising your subscription service on a podcast or two. And they work. In fact, 76% of UK podcast listeners have engaged with an ad, according to Acast.  

But why not take it a step further? Rather than getting a slice of airtime on someone else’s podcast, you can host your own.  

Podcasts and subscription services are a match made in heaven — both nurture ongoing relationships with consumers who come together over a niche interest.  

A podcast is the perfect platform for you to engage, expand and educate your customer base. Here’s how.  

Engage: strengthen your relationships 

As Fast Company put it, branded podcasts are “the ads people want to listen to.”  

So, if you’re searching for a way to engage your subscribers’ attention, then look no further, podcasting is for you. 

That’s because they’re informative, entertaining and engaging — in other words, they don’t sound like your typical advert. They blend intriguing narrative or gripping conversation with music and sounds to keep the ear hooked. They keep you company during routine activities like doing the dishes or commuting. They create the sense of an intimate and informal connection between the listener and the host.  

That last one is possibly the most important factor for a subscription service podcast because having a close relationship with your customer is so important. If providing extra, bespoke content for loyal subscribers is your way of making sure they stick with you and your service, then a private podcast feed can help.  

Did you know you can host a podcast for your members’ ears only? What better way to show your members that you’ll go the extra mile for them.  

Expand: help new subscribers find you  

But what if you’re hoping a podcast could help you reach new audiences?  

Have no fear, podcasts are a growing trend with one in eight people in the UK now listening to a podcast every week. You can tap into that market by hosting a publicly accessible podcast, rather than a private one. As your podcast grows in popularity, word about your subscription service will also spread.  

Creating unmissable content for your market niche or interviewing amazing guests will help you to direct conversation and become the leader in your industry. Great guests are extra helpful because they can bring their following to your podcast and introduce new audiences to your brand.  

While advertising on someone else’s podcast may help to get your name out there, hosting your own gives you more control over your brand message. Rather than figuring out which podcasts you’d like to be associated with and finding out where your audience is, you can grow your own listener base, perfectly aligned to your niche. As the BBC’s Jamie Robertson says, “podcasts offer a chance to speak intimately to a very precise selection of people.”  

Educate: build brand awareness  

A podcast will give you the time and creative space to craft your message exactly how you wish it to be. There are several ways you can use podcasts to educate listeners about your brand so feel free to get inventive.  

Your podcast series could be a how-to guide for making the most out of your product or service. It could be a conversational podcast including interviews with staff, customers or inspirational figures in your field. You could use the podcast to share the stories and ideas that make your company tick. It could even be an audio accompaniment to your service - something enjoyable to listen to while you use the product.  

Whatever you decide your podcast should be, and the possibilities are endless, it will help your subscribers to gain a deeper understanding of your brand and what it can offer them.   

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch. 

Podcasts: An Alternative to Conferences?

In his latest post on Linked In, our founder Jake Warren explored six ways podcasts can be a compelling alternative to the conference.

He goes through what we want from a conference, and how podcasts can compare. Including:

1.  Drawing the crowds and accessing audiences who are not able to attend in person

2. Learning from experts: new knowledge and fresh perspectives

3. The opportunity to ask questions, refine knowledge and workshop learning

4.  Networking

5.  Marketing products and services

6.  Discovering new products and services

Have a read of the full article here, and let us know your thoughts.

Launching NatWest's New Branded Podcast

With developments in technology moving so fast, it's important to take stock of the new issues that change inevitability bring - before it’s too late. We worked with NatWest to produce their brand new podcast series, Technically Speaking, which does precisely that.

Each episode, Digital Strategist, Wincie Wong and Tech Engineer, Burcu Karabork, tackle issues sparked by tech - covering questions around ethics, education and elitism. Across the four episodes, listeners can expect high-stakes discussions, broken down by expert guests told in a refreshingly digestible format.

Going straight in at the deep end, the first episode asks: is it profitable to be ethical?

The global tech industry is worth trillions of dollars and, as it continues to grow, there is little optimism as to whether for-profit companies will self-regulate in the wake of a series of high-profile scandals at the likes of Google, Facebook, and Uber.

Joined by guests from Oxford’s Digital Ethics Lab and Credit Kudos, a company leading the open banking charge, the hosts will explore if there is a business case for ethics.

Like what you hear? Get in touch to talk about how podcasting can work for your business - jake@messageheard.com.

Conflicted: Our First Original Podcast

Last week, we released the first of a six-part audio series, Conflicted.

Message Heard’s first original podcast, Conflicted is a unique offering for UK podcast fans that combines the intimacy of long-form interview with high-level political insight.

Each week, hosts Aimen Dean and Thomas Small take us step by step through the conflicts that have embroiled the Middle East since 9/11 - illuminating the geo-political complexities through the prism of their unique personal experiences as they go. This odd couple , one a former Al Qaeda bomb-maker, the other a ex-Greek Orthodox Monk, find unexpected common ground as they grapple with fundamentalism, terrorism and the global implications of their lived experience.

They even manage to see the funny side of having a fatwha on your head along the way.

It’s been an exciting first week. The show’s been featured on Apple Podcasts – climbing up to number 8 on the news and politics chart, and 31 on the overall shows chart. After months of painstaking production, it’s exciting be seeing people react and engage in real time.

Episode two is out today – with a new episodes being released every Wednesday. Listen where ever you get your podcasts.

What does good audio quality sound like?

Psst - have you been thinking about using podcasting to enhance your brand, start a conversation in your industry or even just communicate better with your staff?

Have a listen to what we do here at Message Heard Creates. This simple little teaser gives you a back-to-back comparison of what sounds great and what sounds terrible. Can you hear why sound quality is important for engaging your audiences? We can.

Message Heard · What does good sound like?