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 Best Podcast Newsletters

Since I started in this industry nearly three years ago, podcast newsletters have been an incredible resource to help me understand the fast-moving podcast landscape.

There are a lot of options out there when it comes to deciding what to subscribe to, so we’ve created a resource to help discover and compare podcast newsletters. Whether you want to learn more about the industry, find a job or develop your craft, we’ve got a newsletter for you!

You can find a spreadsheet here which provides an at a glance look at what newsletters you should subscribe to if you are looking for: 

• Industry News and Analysis

• Job Listings

• Podcast Recommendations

• Creativity and Craft Advice 

• Career Advice

We also go into more detail below about what you can expect from each newsletter to help you decide if it is for you. 

Some housekeeping notes:

• For the sake of brevity we have opted not to include newsletters from production companies

• We have definitely missed some, please tweet us your recommendations - find us @messageheard

• And, we will update the list with new submissions and newsletters in due course! 

Podcast Industry News 

Podcasting is a nascent market, which means things move fast. Luckily, there are some really great newsletters which provide everything from daily digests to in depth analysis. 

• The Audio Insurgent - Eric Nuzum’s newsletter sits somewhere between industry analysis and advice on audio craft. Sign up for insightful thought leadership. 

• Hot Pod - In this weekly newsletter, Nick Quah and a rotating cast of contributors unpack industry news and deeper trends.

• I Hear Things - Weekly newsletter from Tom Webster covering industry trends, tech updates and audience insights. 

• Inside Podcasting - This is a handy digest of updates delivered to your inbox three times a week. A great way to stay on top of industry headlines. 

• Matt on Audio - A UK focused thought leadership newsletter by Matt Deagan, one of the founders of the British Podcast Awards. Expect a mixture of Radio and Podcast analysis. 

• Podnews - This daily newsletter edited by James Crindland is a must subscribe for anyone in the industry. It provides a daily digest that can be skimmed on busy days. 

• Sounds Profitable - This weekly newsletter is a one stop shop for updates about adtech from Bryan Barletta.

Podcast Industry Insights 

These newsletters speak to the people working or hoping to work in the industry. If you are looking to improve your craft or feel a sense of kinship with fellow podcasters, these all offer something a bit different. 

• Formats Unpacked - This isn’t technically a podcast newsletter but is a great read for anyone interested in formats and concepts. Each addition a guest contributor unpacks popular formats from across the media like and breaks down why it is successful. You can read archived additions on Drag Race, 99% Invisible, Gogglebox, Reply All and more. 

• NPR Training - This is an amazing resource for reporters, producers and audio journalists full of practical tips and clear technical guides. 

• Sound Money - In her fortnightly newsletter, Em Kwenortey anonymously interviews people in audio about their careers, money and the state of play in the industry. Subscribe for candid advice served with a side of shade.

Podcast Recommendations

• 1.5 Speed, Vulture - Nick Quah is back again. This time with his weekly recommendation newsletter for Vulture. 

• The Bello Collective - Bello do amazing things for the podcasting community, and really could have gone in any of these categories but I especially love their thoughtful, curated recommendations from wide ranging contributors. 

• Great British Podcasts - Run by the team behind the British Podcast Awards, get the best of british podcasting in your inbox each week. 

• Earbuds Collective - Each addition, a guest curates five episodes on a different theme. Recent additions have included collections on human connection, ageing, and podcasts that intersect true crime and music. 

• Hear Here - A weekly missive from The Guardian, stay on top of the latest new releases.

• Podbible - This UK based magazine also have a newsletter jammed packed with recommendations. 

• Podcast Delivery - Each newsletter they only highlight one podcast, so you know it’s a good un’.

• Podcast Gumbo - Paul Kondo writes a short but sweet newsletter each week with three recommendations. I really like the focus on episodes rather than series as it can help you discover some surprising shows!

• Podcast The Newsletter - Lauren Passel really knows her podcasts. Each week she interviews someone in the industry and shares a comprehensive list of recommendations. And all I will say about her choices: expect the unexpected. 

• Podcast Review - This weekly round-up from the LA Review of Books is always full of surprising gems. 

There you have it, our guide of podcast newsletters you should be subscribing to in 2021. If we have missed anything, please let us know - you can reach us on Twitter or email contact@messageheard.com. 

FAQ: How do I make an Apple Podcast Channel?

Welcome to the first in our FAQ series where we lay out simple, practical guides to our podcast production clients most commonly asked questions.

First up, we have had a lot of questions about Apple Podcast Channels since they launched in June 2021 alongside their new subscription features. 

So, here’s your guide to help you understand these new developments. In this post we will answer:

1. Do we need a channel? 

2. If so, what assets do I need to create one? 

3. And then how do I actually do it?

Why should you make an Apple Podcast Channel? 

If you have more than one podcast, we recommend creating a simple channel as it improves discoverability and creates a simple, attractive shop-window for your podcasts. 

Essentially, all it means is that by clicking the author tag that displays under your podcast title a listener will be taken to your channel helping them easily discover your other podcasts. If you don’t have a channel the link won’t take you anywhere when clicked. We think this is a missed opportunity!

It also means that if someone searches your channel name in Apple Podcasts, your channel will be returned as a result. This is helpful if your channel name is your brand name. 

What assets do you need to make an Apple Podcast Channel?

Before you publish your channel, you will need to have all these assets uploaded or filled in in order to make it live. You can also make changes to all of these fields once it is live.

• Apple Connect Account - If you have already created your podcast channel and it is one Apple Podcasts you should already have this. If not, find out how to make one here.

• Channel Name - This can be up to 25 characters. We suggest just using your brand name eg. Message Heard.

• Artwork Banner - This will be a transparent banner that you can then add a background colour when you upload it. You can find all the requirements and a template here. 

• Icon - This should be your brand logo or similar. There are further specifications and a template here. 

• Description - This can be up to 4000 characters. Apple haven’t published any best practice around this yet but it should describe what listeners can expect from your channel. Try a welcoming tone to encourage engagement. Here is an example from the Message Heard channel: 

We are Message Heard, one of the UK’s leading podcast creators. We make award-winning shows spanning groundbreaking journalism, intriguing personal stories and unheard insights from the world of sport. For unparalleled insight into modern day war and diplomacy, think Conflicted; for a fascinating family tale unearthed for the first time, listen to Finding Natasha; and for a story of tragedy and injustice on the world’s stage, find Untold Killing. 

• Link - You can also include a link. We recommend a link to your website homepage, podcast hub or a link tree — wherever you want to drive listeners. 
  
  

A screenshot of the backend of the Message Heard channel in Apple Podcasts Connect.

How do you make an Apple Podcast Channel?

1. Log on to Apple Podcast Connect using your Apple ID

2. Click the purple plus sign in the left hand side of your screen next to “Podcasts”

3. Select ‘New Channel’

4. Name your channel in the pop-up box

5. Fill in your description

6. Add a link to your website

7. Upload your icon and banner

Congratulations, your Apple Podcast Channel is now live!

You can now add shows as and when you launch them, or even introduce subscription content - we hope to explore that more in a future blog post, so do let us know if you’d find a guide to Apple Subscriptions helpful. You can tweet us here, or email contact@messageheard.com.

How To Grow Your Podcast Profile As a Podcast Guest

Looking to attract new listeners to your podcast? Become a guest on other podcasts!

Dedicated podcast listeners are already excited to hear new audio stories being told. Make the most of this under-rated marketing tactic and reach engaged podcast listeners by getting your host onto other podcasts that share a similar profile and audience. 

Just like a book tour, or doing the rounds on late night TV, more and more people are looking to do ‘podcast tours’, to help promote a new book, movie, film, or even another podcast. In fact, Lauren Passell, who formerly worked at Little Brown, launched a podcast publicity agency in 2019 specifically to help non-fiction writers reach new audiences via podcasting. It makes sense, given that 80% of podcast listeners will keep on listening once they’ve started a podcast. 

Because of its trust-building power, arranging guest spots on other podcasts is a tactic we have used to grow our own shows, as well as that of our clients. It works particularly well when you have talent with either industry expertise or an incredible personal story - and ideally both! 

Benefits to Guest Podcasting

Here are some of the benefits we’ve found to guesting on other podcasts:

1. Exposure: A guest spot on another well-regarded podcast enables you to reach new audiences and taps into audiences who are already podcast fans. The trust and enthusiasm they’ve already established with a particular podcast creates a more positive first impression of whatever you have to promote.

2. Engagement: Podcast interviews are often richer than just reading text. Audio allows a new audience to spend real time with your host, and get more of a sense of them and what story they have to tell.

3. Positive Associations: With the trust between host and listener already established on an existing podcast, guesting on an episode is an endorsement that listeners are more ready to respond to. Benefit from a positive association for a great first impression.

Examples of Guest Podcasting Successes

David Yarrow’s In Focus

One of our proudest examples is the work we did for David Yarrow’s In Focus podcast. Our strategy was to target a range of podcasts that were either industry aligned with David’s work in photography, or topically and thematically aligned with lifestyle, adventure and travel. 

In the end, we managed to have David guest on The Good Life by Wondery, The Adventure Podcast, Photography Daily, and A Small Voice Conversations with Photographers. This totalled over 4.5 hours that new audiences spent with David. It made a huge impact to David’s listenership, and helped cement him in this topic area as someone with a unique story to tell. Read more about the approach we took and the outcomes we achieved for David here. 

Conflicted

For our podcast Conflicted, we knew a long form style would be the best way for Aimen, one of our hosts, to tell his amazing story. There are a huge range of political shows out there, but when we surveyed listeners about how they discovered Conflicted, 8.5% had heard Aimen and Thomas on other podcasts, such as Blethered, Changed My Mind, Jordan Harbinger, An Intelligent Look at Terrorism, and TRIGGERnomentry. In a busy market, guesting on other podcasts helped Conflicted stand out from the crowd of strong opinions and personal takes on the issues facing our world today. 

How to Approach Other Podcasts for a Guest Spot

With the benefits and success stories in mind, how can you go about actually securing a spot on a show that will help boost the trust and reach of your own podcast?

1. Nail your pitch 

Before you start reaching out to anyone, make sure you know what your pitch is and how you position the story you’re telling - why would anyone want to listen to you or the talent on a podcast? What unique angle can you offer? Does the story or the individual fill any gaps or add a new dimension to an existing discussion? Build a picture of this in your pitch. Make sure you’re clear about the talking points that you can present, and the value that you or the host/talent has to offer by being a guest. 

2. Build a shortlist 

It’s time to do the research! Search for podcasts to approach that you think are both relevant to your prospective audience, and where you are able to offer something to their audience. Consider those overlaps with the existing audience or thematic coverage of the podcast you hope to approach - the podcasts you approach ideally need to have both audience alignment as well as a high topical relevance to really be impactful. By tying your value to their audience, you create a far more impactful pitch. And, of course, make sure to actually listen to the shows you are pitching!

3. Make your approach and send a strong pitch

While pitching can be time consuming, it’s really important to get this right. Draft your pitches so they are specific to each podcast you hope to approach. You could team up with a PR agency for this. But even if you do this yourself, it’s important to really make sure you’re speaking clearly and concisely about why you or the talent would be a good guest for this specific podcast, and always include specific talking points.

And there you have it! By creating systematic podcast outreach, you can maximise the power of guesting on other podcasts to start introducing yourself or your story to the world. 

If you’re interested in conducting a campaign like this, get in touch.

What podcast hosts can learn from chairing panel events

Having multiple podcast guests at once can feel like herding cats – everyone wants a chance to say their bit, everyone has an opinion and people can potentially start speaking over each other! But there are a lot of great benefits to this podcast style, if you can pull it off.

Panel-style podcasts are usually:

• Lively and dynamic in style – like listening to a conversation with friends!

• Good at bringing different perspectives together.

• A great way to share expertise and insight.

So, how do you make sure that everyone can be heard and understood, and that everyone contributes their best? In short: you need a great host to act as chairperson, guiding the debate. 

In this article, we break down our advice for using panel chairing experience for hosting a great podcast, including some top tips from serial panel chair and Executive Chair of Message Heard, Louise Beaumont (so many chairs!). 

Serial panel chair and Executive Chair of Message Heard, Louise Beaumont.

Choosing your guests

As is the case for any great podcast or panel, guest selection is really vital to making sure it all comes together. The best guests are those who have a depth of knowledge, are comfortable speaking on the topic and who bounce well off others. 

Being opinionated or passionate is usually a pro, and it can be helpful to select guests based on their ability to add different points of view to the same topic.

Trust-building and coaching

It’s often helpful to spend time with your panellists ahead of the day, and this also applies to a panel podcast. This will enable you to both build trust in the relationship with that individual guest and test out any avenues that might be ripe for further discussion. In the production process, we call this step the pre-interview which you can learn more about here. 

According to Louise, it’s also a chance to suss out how well your individual guest responds to some of your intended topics, so that you can ‘Coach them on how to make the answer more vibrant.’  This doesn’t mean showing them all your questions, but rather introducing in broad strokes the things you’re likely to cover.

It’s also a way to help improve their answering skills by encouraging them to ‘Add a killer fact or stat, tell the memorable anecdote. Keep it short and colourful, rather than lengthy and pedantic.’ All important for getting the most value out of your conversation.

A lot of this links to our more general tips about becoming a better podcast host, which you can read more about here.

Formulating the arc of the discussion

Another opportunity that comes from panel prep is developing the discussion arc. This translates neatly into the arc of the episode in any panel-style podcast. Louise says:

During the prep call, people can see that I’m building the story arc, and giving everyone a role in building it. They can see when and where I’ll bring out oppositional or supporting views.  And they can see I’ll be fair with airtime. Once you have a good story arc you can place each point of view in an order that will make sense to the audience – again, this makes it memorable – which is better for the panellists.

Planning your discussion arc is always a great way to ensure that you get everything you need out of the group and come away with a conversation that is dynamic but also has a flow from start to finish.

Encouraging surprising answers

The best moments in panel discussions often come out of surprising takes on the topic – ones that reveal a more passionate, opinionated or just unique sense of the subject. Prompting these surprises can be tricky, but Louise says it has a lot to do with the courage to ask more daring questions:

I’m on the audience’s side – I know I have to make the conversation sharp, vibrant and relevant for them, and also really to the point so they say ‘God, I wish I had thought of that question’ or ‘I wish I was brave enough to ask that question’ and then I have to get them really sharp, interesting answers – so the tough question pays off with an interesting answer.

It's worth also remembering that the courage to ask has to be accompanied by the right questions, asked at the right moment, and prefaced with the trust of the panellists themselves. Louise adds:

Getting surprising answers is a combination of knowing which questions to ask, and how to ask them (tone, style), but also having the trust of the panelist such that they feel they can tell that anecdote or furnish that fact

This is where the preparation really pays off, building on the trust you’ve already established ahead of time alongside the arc you’ve fleshed out, and keeping your audience in focus throughout the discussion.

Managing multiple speakers

One of the potential pitfalls of a panel discussion is losing the insights each panellist might deliver if they start to speak over each other or interrupt too often – or if one person takes up so much time, nobody else has a chance to weigh in!

It’s important to remember that, unlike a panel, you have editing on your side in a podcast. The main thing is to ensure there is minimal talking over each other by participants in the conversation. In a panel, using a device to help signal to the guests that it is time to come to a natural close could be helpful, as Louise suggests: 

‘My control mechanism is called ‘Waggy Pen’. In the prep call I hold up my bright pink pen and explain to people that when they see Waggy Pen, it’s my way of telling them to end at the next full stop. I do it so that I don’t have to talk over anyone – which is just aurally annoying for the listener, and also so the audience doesn’t realise how the conversation is being managed. Good for them, good for their fellow panellists, good for the audience.’

In a podcast, however, you can have the producer help you out here - they are able to help jump in and restart questions, as well as ensuring the flow of the entire conversation is intact. Editing afterwards can also sharpen the outcome. If you do feel the the need to interrupt, be sure to demonstrate that you are looking for clarification, or are genuinely just interested in digging into something related to that point – for instance, you might say, ‘Sorry to interrupt you, but that has reminded me…’ or ‘Building on what you were saying…’

Use the combination of good preparation, a switched-on producer and gentle conversational techniques to help maintain the overall flow of the discussion, and make the most of your chance to edit the recording after the fact. 

Remote moderation techniques

Adding in the remote recording factor that we are all dealing with these days, can be another layer of hosting complexity. Louise’s advice is to get, ‘Everyone in the [virtual] green room at the same time, so we can re-establish rapport, run through the story arc, remind everyone of the rules (short, sharp, vibrant).’ This may mean a quick reminder of everything ahead of the recording time and being ready with the technology – keeping the setup and recording process as simple as possible will help ensure everyone feels calm and ready for discussion.

 If you’re considering a panel-style podcast, we can help make sure it all goes off without a hitch. Our Convenor package is all about bringing together thinkers in your space and cultivating excellent conversations. Get in touch today if you are looking for the support to ensure your podcast is executed with success!

Want to learn more about making a panel podcast with Message Heard? Check out our Convener package here.

Planning a Podcast Interview? Start Here.

The interview format is one of the most common types of podcast out there. But even though there are a lot of interviews recorded, not all of them succeed! Cultivating a conversation that is insightful and valuable for your audience isn’t always as simple as it sounds.

This guide is here to help you navigate the interview process to make sure yours never falls flat, and that your podcast really stands out from the crowd. After all, you only get one run at a great interview. 

A quick house-keeping note - here at Message Heard, this format falls under our ‘duocast’ package. This is simply a shorthand for all podcasts involving two voices, so we use duocast and interview podcast interchangeably in this post.

So, back to business. Before we get into our step-by-step guide, it’s worth asking the question: Why are interviews (or duocasts) so popular with listeners, and what are the benefits of using this format? 

The benefits of a great interview

A successful interview has the potential to:

1. Communicate and connect with people

What better way to showcase a connection than through a great conversation? Successful interviews live on in people’s memory. This is a chance to connect not only with an interviewee, but also to communicate something intrinsic to the host. Bringing people together is the biggest opportunity of the interview format.

2. Showcase expertise

Your depth of understanding is on show through the questions asked and the answers received. It’s a two-for-one deal, where both the host and the interview subject have a chance to talk deeply on a subject that is of interest or curiosity to them.

3. Raise an individual profile

Raising your brand profile is often easier through an effective conversation than it is by simply stating what you know or have to offer. This is because calling in a great interview subject immediately offers you the chance to grow your network – leveraging their audience, as well as your own – and expanding the reach of a brand or individual.

The interview checklist

Stage 1: Research and planning       

Any good interviewer knows that it’s all about the preparation that goes in ahead of the conversation. Before your guest even sits down with you, it’s time to hit the books: read or listen to the guest’s previous interviews, look up their personal profiles or online presence, and start considering how you might angle your conversation. What have they not been asked before? What do you wish they’d talk more about? Come up with a focus for your interview based on your research, and start planning your initial questions.

With all of your questions written down, start to organise them into a structure that makes sense for the episode. Ask yourself: do these questions move between themes and topics in the most natural way? Consider the arc of an episode and where you’d like to ideally finish the discussion, as well as any key information that you need to get out of the conversation. Make sure this is covered in your line of questioning.

Stage 2: Pre-Interview priming

As well as doing your own preparation, it’s worth it to start priming your interviewee beforehand. Use an initial call, or a pre-interview, to get a shared understanding of:

• Your interview style

• What you’re hoping to achieve in the conversation

• Any technical information required

• And to give the subject a chance to speak their questions or concerns.

This is also where you are filling in the gaps from your desk research, as it is your chance to check any facts directly and clarify intent for the conversation.

Outline what you want to talk to about in the interview, but don’t give the subject the exact questions. This will keep the interviewee from overthinking their answers and will keep your recorded conversation fresh and in the moment.

Furthermore, this is your chance to begin to build rapport with the subject. Good rapport is always part of an effective conversation, and it can be tricky to do all of this in a few moments before recording, if you haven’t met the subject before.

Stage 3: Soundcheck and technical setup

Let’s face it: many of us are now recording remotely! If you aren’t able to record in studio (which is the optimum place to ensure quality) you will have to do a bit of extra work to ensure your podcast is recorded correctly and sounds great. Whether you’re able to use a studio or not, a producer or engineer can perform this soundcheck to make sure the host is focused on conducting the best interview possible on the day.

There are many good ways to record an interview. In general, we don’t recommend using Zoom or Skype to record, as these don’t record at an optimal quality. Consider one of the various recording platforms out there like Cleanfeed, Zencaster, Squadcast or Riverside. Technically, a tape sync is the technical term for a remote interview, and with a producer on board, it can be possible to arrange for a remote engineer in the guest’s location who will be able to set up and record remotely at a much higher quality. If safe to do so, this is worth considering too, to ensure the host and interviewee have the best audio at the end.

Whatever your setup, you need to check your guests sound setup to make sure the recording is the best quality possible. This will also help you hit the ground running on the day of the interview and elevates stress for the interviewee.

Stage Four: Making the most of your recording day

Now is the make or break moment! The day of your recording, do your best to ensure both you and your subject are feeling relaxed and ready to chat. Try to keep the technical setup as pain-free as possible so they too can concentrate on delivering the best answers without getting distracted by other factors. If you’re recording remotely, ensure everyone is somewhere they won’t be disturbed and where there isn’t too much background noise – turn off your phone, email notifications, etc. Again, if you’ve got a producer, they can help make sure all the conditions are as optimal as possible for a great quality recording.

As you start to ask questions, this is the time to be very present in the conversation. Focus is vital here, as is listening. Having done some solid prep, you shouldn’t be afraid if your subject starts to deviate or introduce a tangent – either guide it back on track with a clear question or follow the track further and ask appropriate follow up questions if you’re curious and want to dig deeper. This is all part of active listening.

If you’re not sure you’re getting the information you need, be prepared to ask extra questions that might help tease out a topic. In essence, this is all about flexibility – just as a natural conversation can move around or shift, be aware when this is happening and consider whether to follow or turn things around. And if your subject is nervous or unsure, reassure them that they can always pause, take a moment, and start again.

It’s all about managing a conversation – as well as having one! Pay attention to how the discussion feels as it unfolds. If you’re interested and excited about it, chances are that this will come across to your audience too!

Stage Five: Editing and final touches

Here’s your chance to really tighten up a meandering conversation – you can move things around a little, if really needed, cut out any repetition or mistakes, and consider the pace of the episode as a whole. Dialogue pacing is crucial – you don’t want a subject to not sound like themselves, but you also want to help them out if they were nervous or particularly slow to speak. Sometimes, it can help to manually pace the dialogue here and there to create energy and shift up the tone in a monotonous part of the conversation. Help everyone out as well by cleaning up any uhms and ahhs, for a nice crisp quality to the speech.

There you have it, the 5 steps to nail a podcast interview and create a conversation that is a pleasure to listen to. Implement these tips to ensure your interview really makes an impact and stays with audiences well after an episode is finished.

Want to learn more about duocasts? Find out all the podcast production services we offer here.

Going Solo: How to Podcast for your personal brand

Just you and a microphone. Sounds simple, right? Actually, a great solocast is a difficult format to master, but one that can be worth the work - especially as a powerful source for personal branding, and sharing individual stories.  

A ‘solocast’, for reference, is one host speaking on a subject, carrying an episode solo. Done badly, solocasts can embody some of the worst stereotypes of podcasts - ranty, unstructured, or indulgent. However, we don’t have to look far to find examples of podcasts that showcase the real potential of the format.  

From established classics like Dan Carlin’s cult hit Hardcore History, to John Green’s cerebral Anthropocene Reviewed and the beloved The Memory Palace, solocasts hold their own in the podcast canon. When done well, this format builds intimacy, connection, brand affinity and authority with your audience. Here’s how:  

Intimacy 

Intimacy with an audience is a powerful way to introduce a personal brand. You only have to tune into podcasts like Diary She Wrote, and Probably True to see this in action. Both hosts give audiences a no-holds barred glimpse into their world through confessional style monologues.  

Scott Flashheart of Probably True says of his decision to go solo that, “There were plenty (too many!) podcasts that were just two people having a conversation. I didn't feel that I could bring anything new to the format, or do anything that would really stand out as worth listening to against all of the others.” Taking a more personalised approach, he says, enabled him to really be creative and offer something unique. 

Connection  

Going behind-the-scenes with an individual can really bring a personality or a project to life. For the In Focus podcast, David Yarrow offers, “A dive deep into the narratives behind the work.” By talking us through the experiences behind particular photographs from his portfolio, David is able to dig into the context of his art, which brings new layered meaning to the work: “Sometimes it was the cultural landscape of the moment, in others, my life was in danger, sometimes, I was suffering personally. These stories influenced and shaped the course of my career as a photographer and continue to do so. If I can give people a glimpse into my bizarre world and captivate or inspire them for just a moment whilst doing so, then I have done my job as a storyteller.”

Brand Affinity  

After the podcast Criminal, the host Phoebe Judge has gone on to host a spin off show where she essentially reads audiobooks in the form of a podcast. Building affinity with her voice was a powerful move in developing a relationship with her audience. Her voice is widely quoted as one of the best in the business, and a certified fan favourite.  

Authority  

By creating a solocast that is well-researched and well-presented, you can become a trusted voice of authority. Great examples include Dan Carlin’s Hardcore History, and the Talking Politics podcast. Both have become revered for their subject matter and furthering the personal brand of their hosts.  

In the words of Sandra Ferrari, Producer of In Focus with David Yarrow, the solocast format is perfect “when emphasising an emotive story or a story meant for a targeted listening experience.” A possible pitfall of solocasting is the potential to sound monotonous. Maintaining the listeners curiousity is more challenging with only one speaker, but there are many ways to keep the podcast engaging throughout. We spoke to professionals both in front of and behind the microphone, and offer up the following tips:  

1. Maximise your sound-design 

Using sound design to add interest to your presentation can really make the difference. Here are some examples of the same sound clips, with and without sound elements integrated in:  

Producer Sandra Ferrari also recommends choosing the right microphone and setting up a good recording scenario to capture high quality sound. Learn more about the power of sound and why good quality audio matters here.  

2. Consider your episode length 

It can be tough to fill hours and hours alone as a single host speaking into a microphone. Short and sharp episodes will help you avoid becoming a podcast trope of someone ranting into the void - keep to your topic and know when you’ve said enough. Utilise your editing time to ensure your episode has just what it needs and conveys the story in a timely fashion for the audience. Shorter podcasts are not a problem - the old adage is true: it’s quality, not quantity that matters. 

3. Find a helping hand 

The double-edged sword of a solocast is that, while you may have all the creative control, you also have… all of the creative control. Scott Flashheart, host of Probably True, emphasises that one of the biggest challenges of solocasting is the fact that it is ‘solo’; “If you don't do something, it doesn't get done,” he says. “There's always more to do. Written an episode? Great. Now record it. Then edit it. Then publish it. Time to relax? Nope! You need to push that episode so people will listen to it, and also start work on the next episode, because the deadline is coming up again. It's a big, hungry beast that is never satisfied.”  

Sandra Ferrari adds that a new host who has little experience in broadcasting should work with a producer. You may be going solo on mic, but a producer can help you deliver your scripts in a fresh and engaging way. This will ensure that a host is “pacing themselves and emotively connecting in the delivery of their script.” Alongside production help, it can be worth seeking support to ensure your podcast is edited and distributed effectively, too.  

4. Lean into the preparation 

This point is about the talent, or host, behind the solocast. Finding the right story and pairing it with the right host is a huge part of any successful podcast, but in a solocast this is even more  important. No matter your experience level, as a host you should have the script down, and lean into the preparation behind it, ensuring you are familiar and comfortable with everything that needs to be said. Sandra suggests reading aloud multiple times before heading into the studio to record, and making notes to help you with your delivery. This might include underlining words to emphasise or indicating where to pause for dramatic effect. The key then, she says, is “Practice, practice, practice!” And having a producer on hand to coach a host through the recording, handle all the technical considerations, and allow the host to stay focused on delivery, can’t be overlooked.   

Final advice… 

A solocast can be a lot of work for any one individual, but can act as a huge boost for a personal brand and to develop a rapport with an audience that advances your branding goals. Flashheart adds it’s important to remember to “Find the joy in it - it should be fun. When it starts to be a grind, put it down and take a break. Your brain (and your social life) will thank you, and your audience will still be there when you come back.” 

Want to learn more about solocasts? Find out all the podcast production services we offer here.

How to Get Buy-In for a Branded Podcast

Getting a successful branded podcast off the ground requires internal buy-in. Learn how to sell your podcast idea to your organisation and secure the budget you need to get started.

Podcasts can make a huge impact to your content strategy, adding value to your business and helping you deliver against specific communications, sales and marketing goals. But for those who have never made a podcast, they can seem like a huge unknown. Overcoming any scepticism might be essential to getting the budget and support required to make your podcast happen. So, how can you make a compelling case for your podcast and generate buy-in internally?  

It’s important to prove your podcast is a valuable part of the marketing mix. For this reason, we want to share with you how you can establish the value of your podcast, track this value, and build the case for a company podcast.  

Make the link between your podcast and your organisation’s goals 

First thing’s first: What is the north star for your business? Make sure you’re aware of the key goals within your organisation, and plans for the short and long term. Placing your podcast in context is important to show that you understand the way this will further corporate goals.  

 Alongside your goals, it is also worth paying attention to the key challenges to overcome as an organisation. Do you have challenges or obstacles in your current communications strategy? How will a  podcast help plug the gaps, or shift the way your company communicates its key messages? How, specifically, can your podcast make a difference? These are the questions you will have to answer. 

For example, when we pitched our Twenty Twenty podcast internally, we focused on how the show would broaden out our audiences and diversify our portfolio — two things that help us live up to our aim of being a genre agonistic company. By focusing our pitch this way, we were able to align our larger business goals with our podcast idea.  

Use statistics to illustrate your point 

There are a lot of useful resources out there about the podcast market and the typical audiences they attract, which you can use to build your case. We particularly recommend using Ofcom for the statistics to back up your presentation, where it’s been stated that as of September 2019, around 7.1 million people in the UK listened to podcasts each week, a rise of 24% over the year before. You can find key information about genre and demographics. 

Another great resource is Statista, where you can find information about listener behaviour, ad spending, and lots of other key facts. For instance: 

• Driving is the most popular activity while listening to podcasts. 

• 79% of listening happens on smartphones. 

• The main reason for listeners to choose a podcast is said to be the sound of the description given. 

While some of these facts seem random in isolation, you might consider how it informs the way you reach out to an audience, the way you present your podcast, where and how you publish it, or the types of stories you decide to tell.  

With more data-based information, you can get more specific about the nature of your podcast and how it can support your business goals. As well,  you can support the  ideas that you’re proposing for your podcast so that they make sense in accordance with your desired customer base. 

Select key metrics in order to measure the success of your podcast 

One of the biggest selling points of podcasts is the level of data you can get, compared to traditional media. This makes setting metrics very important to both support your podcast idea and measure its success for future buy-in.   

Unlike more traditional media, podcasts can give you enough detailed data to  

help you learn more about your audience and the performance of your content. You will have access to data such as:  

• Demographic information 

• Amount of downloads 

• Consumption rates (i.e. how much of an episode people listen to)   

When we worked with Buffer, their Head of Editorial, Ash Read, told us: 

When it comes to budgeting, I also like to think about the end results we're after. With a podcast series, the number one goal is usually listeners/engagement — how many people can we get spending quality time with Buffer? But there are a number of ways you can "win" with podcasting and I like to build that into any pitch to make the case for a show. For example, Breaking Brand enabled our whole 90-person team to learn exactly how a business in one of our key customer segments operates and is incredibly valuable.

Consider your metrics carefully, and read more of our advice about how to measure the success of your podcast here.

Research the market 

Like with any new item of content, it’s vital to know more about the market you are in. look out at what other shows already exist, and where there might be an opportunity for you brand to add something new or different to the mix.  

A simple positioning exercise will help people understand your proposal in the context of familiar touch points eg. a show they have heard, or your competitors activity.   

In our pitches, for instance, we try to bring an idea to life with sentences like, ‘It’s X meets Y.” Giving clear reference points makes it easier to imagine what you’re going for, and helps to understand the placement of the podcast in the market. For example, a podcast about a rigged baking contest might be ‘The Great British Bake Off meets Serial”.  

Present a realistic budget 

Recently, we shared a blog about budgeting, and the key questions you need to answer in order to get a handle on your costs. Namely, questions around format, episode length and number, hosting, production, and promotion.  

 Keep your budget as realistic as possible - it’s important to make sure you aren’t caught short, or unable to execute the quality you hope to achieve. Equally, it’s important to show how the podcast will realistically create value at the costs you plan to spend. Read more about this subject in depth here.  

Gather examples and inspiration  

Once you’ve won over heads, it’s time to win over hearts.  

When you’re comparing your idea to the market, you might want to come up with a list of similar podcasts or other media that are reminiscent of what you hope to achieve. This is your chance to really show off your creativity! 

In essence, it’s important to create a sense of what your idea really feels like. Put together a playlist of inspirational shows to bring the idea to life. It’s possible that the people who you most need to convince haven’t really listened to many podcasts in the past - here’s your chance to make an introduction. One approach here could be building a podcast playlist to share with the decision makers in the team, you can use Spotify Premium or ListenNotes to do this.    

How to present your pitch? 

We hope this template gets you started on the buy-in you need to make your podcast a reality. You can find the template here - just copy it for your own use and edit that new version.

In addition to these tips, we’ve prepared a slide deck  for you to download that you can use to present your idea to your team. Personalise the pitch deck according to your needs. Good luck! 

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

How to Budget Your Podcast for the Year Ahead

Get your podcast budget into gear with these key questions, and create great content that serves your business.

Making a great podcast requires some pretty smart planning. If you’re working on your budget for next year, you might be wondering what items you need to factor in to create a quality podcast that delivers results. In this guide, we’ll give you the information you need to get started on budgeting for your podcast, to help you get buy-in internally and plan effectively. It’s very hard to plan ahead when you’ve got a lot of unknowns, so let us help you get started! Here are the questions you need to answer to achieve a clearer picture of your costs:

What format will your podcast take?

The format of a podcast impacts the production costs significantly - some formats are just more expensive to produce than others! If you aren’t sure what kinds of format a podcast can take, we’ve got a great blog to help you out. Start thinking about the type of story you hope to tell, and which format best suits it.

It’s important to note that it is often cheaper to produce podcasts that involve fewer speakers, for example, or which revolve around a dialogue, rather than those that involve journalistic research and/or the piecing together of multiple audio sources. The more complex the audio requirements, in other words, the more costly your podcast can become. However, it’s important not to lose sight of what you hope to achieve, as well as what format best suits your story and how this will impact your budget.

Don’t sacrifice your goals for the sake of a monologue podcast, for instance, if this doesn’t suit the engagement you intend to spark! After all, the podcast is there to augment your wider content strategy and complement your business goals — be that growing brand awareness or delivering leads.  

How many episodes will you create?

Making a decision about the length of your series is an important factor for your budget. There’s always a trade-off to be made between the length and depth of your podcast series, the results you want to achieve, and your budget. It’s a balancing act.

 A longer run of episodes can actually be a more cost effective solution in many cases — with clever production timetabling, you can record in larger blocks or make the most of a paid host or recording slots, and thus your overall costs are likely to be cheaper per episode. You’re also able to really build trust with your audience, as well as have more opportunity to iterate based on the data your seeing, with a longer run

What host will you use?

The host can make or break a podcast. Will you get external host, or have you got someone in mind to host, internally? External hosts can be expensive but they often come with an audience already, and are experienced in the art of podcast hosting. This can help maximise your efforts at audience-building and make for a smooth production experience.

However, in some cases, it’s more appropriate (and cheaper!) to use an internal host. For instance, if your podcast relies on insider knowledge of your industry, or is very brand-specific, it can make sense to use an internal host that can speak to this. For all first time hosts, we recommend training sessions - and you can check out our blog on how to become a great host here.

How will you produce your podcast?

You have a few options when it comes to producing your podcast: You can go at it alone, or you can utilise the help of a production company for a slick result. If you want the lowest cost option you can buy your own mics and editing software – this could be as cheap as a couple of hundred pounds, through to thousands of pounds.

 The better the gear, the better the quality. However, there is a significant degree of technical knowledge required to get the best out of your equipment, no matter how fancy it is! Without the right conditions, even the most expensive audio equipment will underperform. With expertise on your side, you can guarantee a much better quality, genuinely professional result. Additionally, using an agency or production company they can support you on the development of your format and concept, as well as researching and scripting the episodes, not just the delivery of the final product.

 It’s therefore important to understand how much you can spend on this endeavour, and the range of costs involved in hiring a podcast company to deliver your show. At Message Heard, we provide a bespoke service that can cover anything and everything from coming up with the core idea for your show; through format and sound design; through episode scripting; to recording, editing and polishing the final article. We know how to ensure you maximise the results from creating podcast content that aligns with your business goals, by working with you every step of the way.

How will you promote your podcast?

Creating a podcast is exciting, but it’s not enough to simply put together episodes - you have to promote it, and make sure it’s disseminated properly.

 When it comes to building your audience, you can use either earned promotion or paid promotion. Earned promotion is when your audience or customers help share your content, as a result of loyalty to or simply being fans of your content. Paid promotion involves utilising a third-party channel, such as sponsorships or buying advertising on other sites. This could be anything from social media advertising through to more traditional marketing efforts like print ads.  

Your marketing strategy will likely rely on a combination of paid and earned, but both have budgetary considerations. When it comes to earned, make sure to account for things like internal time, creation of promotional assets and any tools you might need like Headliner or a social media scheduling tool.

How to build the case for podcasting?

 We all know an important part of budgeting is thinking about the results and outcomes you can achieve. Next week, we will be publishing a guide to generate buy-in internally for your podcast. In it we lay out how to build the case around your budget, so stay tuned.

In the meantime, don’t hesitate to contact us at Message Heard to find out more about how to build the budget for your podcast — and how to get the balance right between the costs involved and the business goals you intend to achieve! 

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

Which format suits your podcast?

Whatever your business goals, there is a format that suits your story best. Discover more about the shape your podcast could take to convey your company’s message successfully.

Looking to start a discussion? Or grow your profile? Creating the perfect corporate podcast is made up of many parts, including choosing the right format for your story. We might assume that a podcast is just two people on mic, talking to each other about a particular subject. But actually, a podcast can offer many forms of storytelling. 

In this blog, we want to introduce some other formats that might suit your podcast aims better, aligning with your business or brand goals and helping you stand out from the crowd.

A Monologue/Solocast

A Monologue or Solocast is one person on mic talking through a subject. This can be elevated with sound design and other editing techniques. Examples include Dan Carlin’s Hardcore History Series and The Anthropocene Reviewed with John Green. 

Pros

This format is great for thought-leadership, as well as narrative storytelling or reviews. It doesn’t rely on guests or other parties, as one person carries the show. Your audience really has the chance to know you intimately, which can be very powerful for personal brand building. It can also be easier to edit one voice rather than several, and you can always adjust and record again with an individual, if things don’t sound as you’d hoped. 

Cons 

Your host has to be very capable, as they really own the show - there’s no one to bounce off from! Also, to make sure this format really shines, it’s important to ensure audio is well produced in order to still sound dynamic and hold audience attention. This can also mean privileging shorter episode lengths or use of archive audio, to break up the single speaker. 

The Documentary 

Popularised by NPR, this format is very much about historical recounting of a series of events. This might be achieved with a combination of voices, music, archival audio, and more. An example of this is our podcast with Remembering Srebrenica, Untold Killing.

Pros

This format is very engaging and dynamic, and can definitely have broad appeal, enabling a deep exploration of a particular story. These sort of shows are also proven to have a broad appeal and are regularly seen at the top of the podcasting charts. Beyond this, documentaries often have an evergreen quality meaning people can discover and enjoy your content long after the run is over. 

Cons

This style of podcast requires a long production time, and has complex production needs. It requires lots of forward planning and more time to piece together the episodes. Great research is definitely required.

Non-fiction storytelling or reporting

In this format, you hear reporting on an ongoing story, or a hosted show that is being reported, usually based on real life or true stories. It’s a combination of a discussion and reported information, so multiple voices are heard and help to tell a story - this makes it a great way to teach something new to your audience, and expose listeners to new ideas and concepts. Examples include Breaking Brand, Reply All and Heavyweight. 

Pros

This is a compelling way to tell a story that you own, offering the chance to include other audio to create a dynamic episode. You really can tell any story at all, so this can be a very flexible and inclusive format.  

Cons

Because this format often involves many sources of information, it can mean long and complex production and detailed research are involved.

The Interview

An interview between a host (or multiple hosts) and a subject, who is given the chance to share their unique expertise or insight. The host guides the discussion, asking key questions. Examples include our collaboration with NatWest, or How I Built This and the very popular Tim Ferris podcast. 

Pros

Interviews offer the opportunity to introduce a new perspective. Hosts have less pressure, as the guest should do most of the talking. Listeners also don’t mind the occasional fluffed word - they want to feel there’s a natural conversation happening. New audiences might discover your podcast through your guest, which is great for audience building, and this format can help spark discussions. 

Cons

There are lots of podcasts already in this format, making it hard to stand out. Interviewing is also trickier than it looks - it takes good research and can be challenging if the guest is repetitive, talks for too long, or isn’t able to articulate their views. You’ll also need a new quality guest for each episode. 

Fiction storytelling

A fictionalised play or audio drama, this format is normally performed by voice actors. It’s much more similar to dramatic television or the radio play. Like any good fictional story, these rely on great characters, tension and narrative arcs. It’s a very creative storytelling type, and examples include The Archers and Forest 404. 

Pros

Audiences can be really engaged with this style of podcast, as they become invested in the story. With few examples out there, it can be easier to stand out in this format. The only limit is your imagination! Which also means, research and factual accuracy might be less important.

Cons

This is a less common format because it is generally less relevant to businesses. Your competition comes more from Netflix than other podcasts, so it’s much more about having the creativity to come up with a great original narrative. You do have to have the whole story in place at the start, so you know exactly where your episodes are going and how to hit the right beats to keep listeners engaged.

There you have it, some of the other podcast formats that might be perfect for your brand. Don’t get us wrong, sometimes two people and a mic just having a great chat can really work - after all that’s the format behind Conflicted! But it's important to consider why this is the best format. 

Think carefully about the format that best suits the story you have to tell, so that you can get out there and share it! And if you’re not sure — get in touch, we can help you figure it out. 

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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.