B2B podcasting, where attention is earned through great content and an equally great host or interviewer, is a powerful differentiator from the competition.
At LRB, a Bristol-based B2B podcasting and video production company, we’ve helped founders, marketeers, and industry leaders tell their stories in a way that builds trust and drives growth for their business.
Through hundreds of interviews – across a wide range of sectors – we have seen what works (and what doesn’t) when it comes to getting the best from your guests.
Here are the best practices every good interviewer should be doing.
‘Why’
Every effective interview starts with purpose – and this is the cornerstone of every good podcast.
Why is this person the right guest? Why now? Why does their story matter to your audience? Why should they invest in their story? Why is their company something that the viewer or listener should invest their time and money in?
Whether it’s a niche insight or a pivotal story, the ‘why’ shapes the tone of the podcast.
This is where preparation is everything, as without truly understanding this question, you won’t have the desired impact.
Preparation
Great interviews are built on great preparation. Do your homework and understand your guest’s background, their latest projects, their successes and failures, as well as how they think about certain topics.
However, it is vital that you resist the temptation to over-script – let the conversation flow.
If you have studied enough, then you’ll know how to direct the conversation with poignant questions – or provide a segway for them to provide an insight from their past.
Map out key themes and anchor questions that can lead the interview where you want it to go.
Listen like it’s your job – because it is!
This is where good interviewers become great. They listen, digest, and provide a probing response to get more information or point the interviewee in the direction you want them to go.
Too often, bad hosts are so focused on the next question that they miss the moment to get a ‘real’ answer.
A slight pause or a passing comment can be cues to dig deeper and find real thought leadership ideas, a historical insight, or a fun story to keep the viewer engaged.
At LRB, we help hosts to learn how to follow up with curiosity and build a deeper podcast.
Follow the idea of ‘What happened next?’ or find a way for them to expand on their point. That is where the content gold lies.
Blend insight with real stories
B2B doesn’t have to mean buttoned-up and boring – business is a world of excitement and there is always something or someone to learn from.
The best interviews marry strategic stories with the emotional truth behind them.
A great host will be able to balance the professional with the personal. A guest might walk us through their business plan, but then open up about the failure that taught them the most.
That combination is what sticks with listeners and can provide genuine help for those going through something similar.
Being relatable is something that delivers success for all podcasts – no matter the topic or industry.
Ruthless editing
Editing is where the real work happens. In order for your podcast to be successful, you’ll need to be brutal with filler and fluff, but never at the expense of your guest’s voice.
A host will need to understand when they have enough content on a certain topic – or to keep probing to see if they can get any snippets of gold before moving on.
Simply cut what is unnecessary, keep what is honest and provides something valuable – and then highlight something that would stand out when snipped for social media.
Long-term strategy
A great interviewer can spark a great relationship with interviewees.
You should follow up with a thank you, share the episode, and then look for ways to collaborate again in the future.
This is where being a B2B marketing expert comes in handy.
Relationships are the backbone a successful business – so find a way for your host to find another way of growing the company’s message.
Find the right podcast production partner
Being a great interviewer takes more than a mic and a question list. It requires intention, empathy, and a commitment to making others shine.
It also requires a partner who knows the world of podcasting.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting world.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.