The idea to start a branded podcast can be relatively easy. 

Maybe you’ve been inspired by the podcast strategies of brands like Blue Apron, Expedia, Netflix, and Duolingo. Or you simply want a medium that connects with your audience while driving reach and thought leadership.   

Great!

But now you have a critical decision to make: Who will be the host of your branded podcast? 

Will you use leaders from within your organization or outsource a new voice? 

Either way, it can be nerve-wracking to not only host a podcast series but host it well. 

Throughout this article, we break down 8 tips for brand leaders on how to be a great podcast host. So let’s dive in.

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1. Know your audience 

This may seem obvious; even if it is, we’ll hammer it home even more. 

Knowing your audience is the most important aspect of being a podcast host. Just identifying that your audience is “corporate marketers based in North America that are in a Director-level position” is not enough. 

You need to answer questions like: 

• What are their motivators? 
• Where do they hang out online? Offline? 
• What are their pain points? Challenges? 
• What type of content do they typically consume? 
• What level of understanding do they have around the podcast topic?

By doing this, you not only know your audience but understand them. With this understanding, you can more effectively provide value in the form of education, connection, or inspiration via the branded podcast. 

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2. Understand the brand’s podcast vision 

Whether you’re an employee of the brand or a third-party host, a good understanding of what the brand has envisioned for the podcast is necessary. 

If you don’t educate yourself on what the team expects from you, then you’re likely to run into problem areas such as:

• What the goal of the podcast is 
• The target audience of the branded podcast 
• Differing opinions on the type of content to create

So start your podcast host position on a good note by sitting with the brand team. Ask questions, clarify goals, and collectively understand what this podcast aims to achieve. 

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3. Come prepared for each episode 

As a podcast host, it’s your job to ensure you’re prepared and well-equipped to take on each episode. 

If you hit record on that episode and you’re not prepared, trust us, the listener will know. And as a listener, there’s nothing worse than having to tune into a podcast episode where the host did not spend enough time preparing. Personally, this would be a reason for me to stop listening to the podcast altogether.

So it’s crucial to carve out time to have a better understanding of not only the topic you’ll be covering but also the guest you’ll be interviewing (if it’s an interview-based podcast). 

Researching the episode topic 

If you’re running an interview-based podcast, researching the topic is important but not as important as journalist or conversation podcast formats. 

For interviews, know enough about the topic to ask thought-provoking questions. 

For other non-interview formats, more research is necessary to position you as an expert on the topic at hand if you’re not already familiar with it. 

Researching the episode guest

Podcast guest research is incredibly important. Not only to make your guest feel comfortable and confident since you came prepared but also to ensure the questions you’re asking highlight their expertise and experience. 

For example, I’m a big fan of the popular YouTube series’ Hot Ones and Last Meals. Sean Evans, the host of Hot Ones, and Josh Scherer, the host of Last Meals, both stand out to me as two great interviewers. Their questions are well-researched and bring out answers or sides of guests that you don’t typically see in other interviews because of it.

They’re prepared, usually shocking the guest with how much they know and the direction of the conversation.  

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4. Allow for flexibility in each episode 

Imagine this, you have a vision for how your podcast episode will play out, you’re researched, prepared, and know the questions you’ll be asking your guest. 

But as you start recording, the conversation naturally goes in a different direction. Arguably, a better direction. But you keep trying to steer it back to that original vision or podcast script you made, making for a more rigid episode with no flow. 

Does that sound like something you want to listen to? No. 

Great interviewers and hosts in any medium, especially podcast hosts, know how to prepare for a recording but also understand the importance of flexibility. They understand that a conversation might end up being completely different than what had been envisioned. 

And that’s okay, sometimes it creates the best content. 

So don’t get held down by sticking to a set list of interview questions or episode topics, instead, feel for the natural flow of the conversation and allow curiosity to drive you. 

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5. Let your personality shine 

One of the things that makes your podcast unique is you. There are plenty of podcasts with similar themes or structures but the differentiator is the connection audiences feel to the podcast host. 

With this in mind, let your personality shine through each episode. Allow listeners and guests to get to know you authentically. This deepens engagement, builds trust, and makes it a more fulfilling experience for everyone involved. 

Showcasing your personality is also an opportunity to reflect the personality of the brand you’re representing. Branded podcasts are unique in the fact that they bring a human element to a company, especially large organizations. Listeners get to have the curtain pulled back and see the faces (or voices) behind the brand. 

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6. Connection is key 

We’ve talked about it many times before, even in this article, but connection is key. By connecting with your podcast audience, you can better understand their preferences, motivations, and needs. 

This will help to drive your content direction, podcast marketing strategy, and goals. 

Connection happens in three primary areas in branded podcasts. Let’s take a look at them all: 

1. Connect with your listeners: Focus on authenticity, engagement, and trust with your listeners to build that connection. 
2. Connect with your guests: Make guests feel comfortable and confident by building a connection with them before you even hit record.  
3. Connect with the brand: At the end of the day, it’s a branded podcast. Connect each podcast episode to the brand in some capacity (without being sales-y).  

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7. Learn how to tell a good story 

Stephen King, J.K. Rowling, Margaret Atwood, George Lucas - it’s pretty obvious what these people have in common but we’ll tell you anyway, they’re all amazing storytellers. 

Stories evoke emotion, persuade audiences, increase engagement, and differentiate you and a brand. Brand storytelling uses narrative elements to connect you with target audiences, it helps to shape brand perception and identity in a way that’s more engaging and meaningful than other marketing approaches. 

And as a great podcast host, you want to use storytelling techniques throughout each episode. No matter the podcast format, there’s room for a story whether that be through personal anecdotes, experiences, hero’s journey, etc. 

So what makes a great story? Well, good stories typically have at least one of the following and as a podcast host, you should keep them in mind:  

• Entertaining: A story keeps the audience engaged, it’s captivating and sometimes has you sitting on the edge of your seat. Plus, If listeners find your branded podcast entertaining, they’re 39% more likely to listen again.
• Relatable: Audiences can relate to your story, maybe they’ve been in or are currently in a setting you or a guest are discussing.  
• Memorable: Maybe it’s through emotion, entertainment, or doing something against the norm, either way, your story stands out in the audience’s minds. 
• Educational: A listener will walk away from your episode having learned something new or been introduced to a new way of thinking. 

A video I love that breaks down the power of brand storytelling is, “The Magical Science of Storytelling” by David JP Phillips on the TEDxStockholm stage. Give it a watch below: 

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8. Gather feedback and adapt

As with any brand, campaign, or medium, audience feedback is crucial. Without hearing directly from your listeners on what they like, don’t like, or request, you lack the insight to know if you’re moving the needle (and in the right direction). 

Audience feedback may come in the form of: 

• Podcast reviews 
• Audience surveys 
• Social media engagement 
• Form submissions or direct communication 

Encourage your audience to share their opinions and direct them where to do so. As you gather this feedback, use it to guide your podcast content. 

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Learn from the best podcast hosts 

When preparing for your role as a podcast host, turn to those who have done it well in the past. 

Here are a few of our favorite podcast hosts from branded and non-branded shows: 

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1. The Tim Ferriss Show

A notable podcast, The Tim Ferriss Show has been deconstructing world-class performers for years. The host, Tim Ferriss, does an amazing job of connecting with his guests and audience. Often sharing personal stories and experiences with the guests makes the entire episode feel more connected and authentic. 

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2. Behind the Review by Yelp and Entrepreneur Media 

Hosted by Yelp’s Small Business Owner Expert, Emily Washcovick, Behind the Review plays on something that intrigues us all - reviews. We’ve all seen negative, positive, and flat-out strange Yelp reviews before. And with this podcast, Emily does a great job at pulling back the curtain to give listeners a look into what was happening to make these reviews come to life.  

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3. The Mel Robbins Podcast 

At this point, most people know who Mel Robbins is, and if you don’t, you should listen to her podcast, The Mel Robbins Podcast. With this show, Mel Robbins has a 1:1 conversation between herself and you, the listener. She educates listeners on how to live a better life while also relating to the audience with her own stories.  

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4. New World of Work by Oyster 

New World of Work, hosted by Katie McCauley, an Internal Communications Specialist at Oyster, hears from people and culture leaders to learn about the new world of HR for professionals. Katie understands the target audience for the show and ensures that every conversation and guest brings valuable insights to educate the audience.  

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5. On Purpose with Jay Shetty 

Another popular show, On Purpose with Jay Shetty interviews leaders, celebrities, athletes, and more to explore how we can grow and improve our mindsets, habits, and overall wellbeing. Jay gives listeners actionable advice and ensures every guest shares impactful stories for audiences to relate to or be inspired by. 

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6. The Partnership Economy by Impact.com 

Hosted by David A. Yovanno, CEO, and Todd Crawford, Co-Founder of impact.com, The Partnership Economy explores the world of partnerships and how they can be used to scale and put the customer first. Both co-hosts, David and Todd, pull valuable lessons and insights from their guests. They have listeners walk away from each episode with new knowledge of the partnership landscape. 

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A great podcast host gets better with practice 

Remember, every great podcast host gets better with practice. 

For some, it may take multiple seasons or episodes to find your flow. And that’s okay, as long as you focus on improving each episode, innovating your content, and connecting with your audience, you’re on the path to branded podcast success. 

If you’re looking for support on your branded podcast or how to be the best host possible, reach out to our team of audio experts and we’d be happy to support you.