When it comes to creating a meaningful podcast that delivers for your audience, storytelling is vitally important.
This is for a variety of reasons – but the most important one is to genuinely keep the audience engaged, and for them to care about what you are talking about.
Here, the experts at Bristol-based B2B podcasting company LRB share their thoughts on this topic – and why you should use it for your next marketing campaign.
Keeps audience coming back for more
Podcasting has grown exponentially in recent years due to its ability to intimately deliver information to the viewer/listener – while also being able to be expanded on different platforms and in various formats.
A podcast can be downloaded, stored, and played at any time, and yet it often feels like a live encounter: someone speaking to you, directly, in your ear.
Or even if it is a discussion between different people – it feels like you are witnessing a debate or discussion on a topic that you are passionate about or interested in.
What sustains that intimacy – and prevents podcasts from becoming the digital equivalent of background radio noise – is storytelling.
Without a clear and engaging narrative, podcasting risks being no more than chatter that people use to fill the silence – rather than actively engage with what they are listening too.
Having a story that they can connect with means that no matter the time of day, location, or form of content – they will be coming back for more.
New form of storytelling
Storytelling and the ability to hold an audience is a skill as old as time. And in this digital age, it is increasingly more difficult to keep people’s attentions.
What is distinctive about podcasting in the B2B and marketing space is its combination of ancient storytelling practices with modern technology that can be taken on the go.
Multi-platform media
It is tempting to think that podcasts succeed because of their subjects: business, politics, sport, or anything else. But subject alone does not hold an audience.
Podcasts are available from their own directories, company websites, YouTube, available for download, and several other sources.
Those are then shared as snippets online, so the story can be told in a variety of ways – and in different formats.
This is great return on investment – as a single podcast shoot can be used in many ways.
It is all then shared on social media – increasing its outreach.
Whereas traditional marketing can fade quickly – storytelling in a podcast can translate across platforms and over a longer period of time
Storytelling in this way supplies context of the subject but also humanises the information wherever the audience can find it.
Voice and the power of conversation
A podcaster – or a great host – who can tell a story is not only imparting content but performing a role.
Like in any form of media – the ability to hold a conversation or tell a story is crucial.
Storytelling starts with them, and they must remain constant throughout to deliver on the message.
The host must be able to bring stories to life by guiding the narrative with real emotion and understanding of the topic.
Their voice sets the tone, making listeners feel connected and engaged throughout.
Keeping the audience’s attention
All forms of media fight with the same struggles – keeping the audience actively engaged with the content.
A story will keep them wanting to hear what is next – and in the world of podcasting where the audience can pause at any time, the ability to tell a story means that they need to find a way to keep them coming back.
Episodes are often consumed while commuting or at other times of day. Yet, a well-crafted narrative can pierce distraction and keep the audience’s eyes and ears on you.
Building a community
Perhaps the biggest benefit of podcasting in modern business – especially within the B2B space – is the ability to build a community.
And this leads on perfectly from the aim of storytelling!
When the audience listens and shares online, they are a part of a wider community that can themselves talk and share their thoughts on an episode or topic that has been discussed.
As a result, the audience is no longer just consuming the content, but are actively participating.
Storytelling in B2B podcasting
If you are looking to get involved in the world of podcasting and videography, then finding the right business can help immensely.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting world.
Here at LRB, we have helped countless companies tell their story through the medium of podcasting and videography.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.