Amplifying Executive Voices: Unlocking the Power of Podcasting

In the ever-evolving landscape of digital media, podcasting has emerged as a powerful and influential medium. From politics and sport to fashion and business, the podcast has emerged as the modern ‘radio show’ of choice for so many of us. And this is no mere trend. Podcasts represent a democratization of a media landscape no longer dominated by TV, radio, and print media. Podcasts are to TV shows, what Twitter (X) is to news reports. For many of us, especially today’s younger audiences, podcasts foster more meaningful discussions that also educate and entertain.

What sets podcasting apart from other types of media? They’re accessible, versatile, and if a podcast is worth listening to, it’s usually because it involves an intimate conversation that forges a real bond with its audience. Compared to other more traditional forms of media, podcasts tend to be more personality driven and as a format, feel more genuine, and honest to the listener.

How does podcasting relate in terms of executive level communications - that great bastion of formality and carefully crafted precision? For marketers willing to embrace this new format, it’s all good news. Podcasts provide a new and unique platform for executives and brand voices to be heard. Importantly, podcasting offers a chance for brands to better relate on a human level, to establish thought leadership, and build trust in ways that other marketing channels often struggle to achieve.

As with all forms of marketing and communication, the devil often lies in the details. Here are some tips and tricks to help you create engaging podcast content around your next executive interview.

1# Know Your Audience:

• Before the podcast, research the podcast's audience to tailor your message accordingly - consider their interests, needs, and pain points.

• Go beyond surface-level demographics and dig into your audience's behaviors, and preferences. Use this knowledge to tailor your content to resonate with them.

2# Prepare and Rehearse:

• Rehearse your responses to common questions to ensure you come across as confident and knowledgeable.

• Do the research that allows you to move beyond the basic line of questioning, especially if the host doesn’t provide them.

3# Engage in Storytelling:

• Craft your messages into compelling stories. People remember stories better than dry facts and statistics. Be sure to present your authentic self.

• Connect with your audience by sharing anecdotes and personal experiences related to the topic to add a human touch to the conversation. 

Image credit: Kenny Eliason (neonbrand) via Unsplash

4# Stay on Brand:

• Ensure that your messaging aligns with your company's values and brand image. Consistency is key. 

• Make sure that every response reflects your brand values and remain positive and enthusiastic throughout the conversation.

6# Provide Value:

• Share actionable insights, tips, or advice that the audience can benefit from.

• Identify common challenges in your industry and offer practical solutions or insights during your podcast.

7# Use Data and Examples:

• Back up your statements with data and real-world examples and share real examples that you’ve experienced to illustrate the concepts discussed in your interview.

• Support your statements and insights with credible data sources. 

8# Stay Calm:

• Podcasts are often recorded live or with minimal editing. 

• For a live recordings, embrace the live format and practice maintaining composure even in unexpected questions. Handling pressure gracefully can enhance the authenticity of your interview.

9# Promote the Appearance:

• After the podcast is published, share it on your social media channels and within your professional network to maximize its reach.

• Develop a promotion plan that includes social media posts, email newsletters, to maximize your exposure.

Podcasting is a powerful marketing tool that brands can use to create a bond with specific audiences. However, creating a successful podcast featuring executives as guests requires careful planning and execution.

Most importantly, have fun with the process and let your passion shine through. Your enthusiasm will undoubtedly resonate with your audience and contribute to the success of your podcasting journey.  We hope these tips and tricks prove invaluable for your next podcast interview and beyond. Happy podcasting!

Written by Ghilianne Vito - Podcast Booking Manager at Eleven International.

Originally published on LinkedIn (Sept 28, 2023).