The price of human attention is high. 

While podcasts are famously good at retaining listener attention and engagement, creating a successful series that keeps listeners hooked is easier said than done. It’s a lot more than featuring a high-profile guest, leaning on an experienced host, or putting your faith in brand recognition.

Because the vast majority of branded podcasts take an interview format, we wanted to share our top 8 tips for creating an interview experience that’s both engaging for your listeners and leaves a lasting impact on guests.

‍

1. Choose guests who can tell a great story

When it comes to choosing podcast guests, it’s all about selecting people you find genuinely interesting and who align with your brand's story. 

If you're curious about your guest and find their story intriguing, questions will naturally flow, the conversation will feel authentic, and your audience will sense it. Listeners are discerning, so the energy you bring to an interview is important. If you don’t find your guest interesting, your listeners probably won’t either.

A common misstep brands make when selecting podcast guests is solely focusing on how famous or renowned a guest is. Don’t get me wrong – popularity sells and high-profile guests certainly expand your reach – but that doesn’t guarantee a successful interview. 

Street cred aside, think about whether they have a unique perspective or story to share. Sometimes the best interviews come from guests with fresh, lesser-known stories rather than the mainstream narratives we’ve all heard one too many times before.

Lastly, on top of having a great story, your guests need to be able to communicate it effectively. Not everyone, regardless of their expertise, is a storyteller or confident behind the microphone, and you want someone who captivates your audience. This part equally hinges on your ability to ask the right questions (but we’ll come back to that in tip 6).

If you're struggling to find guests that meet your criteria, here are some ways we suggest landing the podcast guests you want:

Follow your interests

Start by tapping into your own interests. When you come across someone intriguing—whether through an article, a book, or a casual search—add them to your potential guest list in Google Sheets or Notion. Genuine curiosity about a person’s story makes the interview process more engaging and enjoyable for both you and your listeners.

Referrals

Some of the best leads are those that come from past guests. After each interview, ask your guests if they can recommend someone else who would be a good fit for your show. This creates a network of trusted sources who understand what you’re looking for and can connect you with people who bring value to your podcast.

Partnering with a podcast agency

Guest sourcing can be challenging, which is why leaning on a podcast agency’s authority and reputation helps. When you work with a full-service podcast agency, like Quill, their team of podcast professionals will handle all aspects of your series - from scripting and guest sourcing to editing and distribution – saving you valuable time and energy. 

‍

2. Do your homework

As you can imagine, a podcast interview starts well before you hit record.

A strong foundation of research not only helps you ask insightful questions but also shows respect for your guest’s time and expertise. By understanding their background and passions, you can create a conversation that feels authentic and engaging—not just for your audience, but for your guests as well.

Your goal with pre-interview research is to become familiar with who your guest is, what drives them, and how their story aligns with the themes of your podcast. Don’t conflate this with memorizing facts; it’s about uncovering the threads that will make your conversation richer and more connected.

Here are a couple of tips when it comes to guest research:

Consult their About page

This is more than a list of accomplishments—it’s often where you’ll find personal tidbits that reveal their personality or unique experiences. Look beyond the obvious accolades and search for something unusual or surprising. These unexpected details can open up interesting and memorable conversations. 

Check out their book or op-eds

If your guest has authored a book or created notable work, dive into it as much as possible. Not only does this deepen your understanding of their ideas, but it also allows you to craft thoughtful, specific questions that show you’re genuinely invested. 

You don’t have to read the entire work in detail, but highlighting key passages or memorable quotes can provide valuable jumping-off points.

Stalk their socials

Social media provides a unique window into a guest’s recent interests, ongoing projects, and personal values. We suggest checking out their X, LinkedIn, or Instagram posts about topics they’re passionate about or recent accomplishments they’re proud of. 

Stay on top of the news

Taking a look at recent developments in your guest’s field or industry can help you identify timely and relevant angles for your conversation. This type of research will let you ask informed, timely questions that show your guest you’re aware of the larger context around their work and ready to discuss where things are heading.

‍

3. Your environment matters

The environment you create for a podcast interview is as important as your questions.

Regardless of whether your podcast is audio or video, a comfortable, distraction-free environment is key to building rapport, ensuring an engaging conversation and a good listener experience.

Here are some non-negotiables when it comes to the recording environment:

Keep it quiet

While noise-canceling technology has come a long way, it’s still important to reduce as many distractions and as much background noise as possible. Put on Do Not Disturb, close your windows, and find a quiet space to set up. 

Limiting these interruptions not only makes you a more present interviewer but also helps your guest feel valued and heard – not to mention it also makes your editor’s job a lot easier.

To ensure your series sounds professional and polished, check out our full list of Quill-approved remote recording software. 

A branded background 

If you’re opting to leverage the video podcasting boom, having an on-brand, professional background is important. As Dinos Sofos, the former Head of Podcasts at the BBC and founder of Persephonica says: “You can’t just record in a cupboard anymore.” 

This includes all aspects of your setup – from the objects in the background to the color scheme and the lighting. While you have some room for creativity here, we do suggest opting for natural lighting whenever possible and leaning on a ring light or softbox lights when recording in the evening. 

If you’re conducting a remote interview, you’ll want to ensure that your guest follows the same standards and assist them with parts of the setup if they need help. This includes technical guidance, sending them any material they’ll need, and communicating your brand guidelines should there be any specifics you’d like considered (attire, backdrop, etc;). 

To learn more about the ins and outs of creating a video podcast that looks and sounds great, check out our complete guide.

‍

4. The art of listening 

A common misconception brands have when launching a podcast – especially if their primary goal is thought leadership – is that they need to be doing the majority of the talking. After all, how else are you meant to convey your expertise and brand values?

But active listening is just as important as all of that. You have to listen attentively to understand nuances and respond in a way that deepens the conversation. It helps you tap into the real story your guest has to share, allowing their personality and insights to shine in an authentic, engaging way that listeners love.

Because of this, silence can be a powerful tool in an interview. After asking a question, resist the urge to jump in immediately if there’s a pause. Letting a few seconds linger can encourage your guests to reflect more deeply, often leading them to share stories or insights they hadn’t initially considered. This pause sometimes brings out moments of vulnerability and authenticity that make the conversation richer and more impactful.

‍

5. Don’t be scared to stray from the script

Some interviewers tend to get caught up in the prep phase. While it’s great to be prepared, you don’t want your pre-determined idea of how the conversation will go to take away from the natural, candid nature of podcast interviews. Plus, in my experience, unscripted, tangential conversations are the best part of most interviews. 

Start with open-ended questions that let your guest reveal something fresh and unique. Listen closely to their answers, and follow up on the threads they naturally introduce, rather than cycling through a list of prepared questions. This makes the interview feel organic and gives your guests a chance to open up in ways they haven’t before.

Responding to what’s just been said, rather than jumping to the next planned question, helps you naturally “peel back the layers” without intruding on the guest’s comfort level. This respectful curiosity builds trust, allowing the guest to share more openly and comfortably, and ultimately creates a more compelling interview.

‍

6. Ask questions that encourage a story

Ultimately a great interview comes out of a great story. 

Humans are naturally drawn to stories, and tapping into a great one is what will turn your podcast into a truly engaging experience. By asking the right questions, you create moments where your guest’s personality and experiences come to life in a way that feels genuine and captivating.

Here are some tips for coming up with these kind of questions:

Avoid predictable questions

Avoid the predictable questions that lead to rehearsed answers. If your guest is interviewed often, try and avoid relying on questions they answer often. They’re likely bored of them and their fans have probably heard the story before too. 

Instead, throw in a question that catches your guest off guard—something thought-provoking, entertaining, or quirky they aren’t used to answering. 

Questions like “What was your most memorable job before you became successful?” or “What unexpected lesson did you learn in your 20s?” can open the door to fresh, unique stories. These types of prompts force guests to pause and reflect, offering listeners something they won’t get elsewhere. 

Tap into their emotions

Stories resonate most when they’re tied to emotions. When you ask questions that touch on pivotal moments—whether challenging or triumphant—you’re inviting your guest to share something meaningful. Emotionally charged stories will draw in listeners, creating a sense of connection that keeps them engaged. 

Ask questions that paint a picture

Encourage guests to set the scene as they tell their stories. Ask questions that help listeners visualize and almost feel the experience your guest is describing. For example, a prompt like “What was going through your mind during…” or “Take me back to the moment when…” invites the guest to provide rich details, creating a memorable, vivid image for listeners. When you can elicit these kinds of stories, your interview feels more like a narrative and less like a Q&A. 

‍

7. Don’t shy away from feedback

When it comes to improving as an interviewer, feedback is invaluable—even if it isn’t always easy to hear. Reviewing your work consistently, as well as being open to constructive input from others, can help you identify subtle habits and areas for growth that you might otherwise overlook.

If you edit your own episodes, the process can serve as a powerful learning tool. Listening back allows you to catch patterns like frequent filler words, how you transition between questions, or moments when a different question could have deepened the conversation. For instance, you might notice an opportunity for an emotional follow-up question that you missed, or realize certain words you tend to overuse. 

Every interview, whether with a household name or a newcomer, gives you a chance to experiment, learn, and discover what resonates with listeners. Over time, your own unique approach will naturally develop, grounded in a blend of techniques that feel authentic to you and work for your audience.

‍

8. Look for inspiration 

Last but not least, take a look at your favorite interviewers – from talk show hosts and news correspondents to journalists and podcast hosts. Ask yourself:

• What do they have in common?
• What is it about their style I enjoy so much?
• What is it about their tone, questions, appearance, or energy I like?

Once you’ve nailed down some of these factors, you’ll be better positioned to find ways in which you can replicate them in your own interviews. 

For example, check out some Alex Cooper and David Letterman interviews. See how they build rapport, ask unexpected questions, or reveal unique sides of their guests. These techniques can help you fine-tune your approach. 

However, every great interviewer has their own distinct voice, and so should you. 

A good practice is to evaluate each interview you listen to—consider what worked well and what felt less effective. Ask yourself, "How would I approach that question differently?" or "What new angle could I have explored?"

‍

Bonus: Make promo a breeze 

The connection with your guest shouldn’t end after the interview. 

When their episode goes live, you’ll want to send over any promo assets to your guest to help them share the episode with their network. This includes:

• Audiograms
• Promo graphics
• Social media copy
• Video snippets for Reels, TikTok, and YouTube Shorts

Your guests are likely busy people, so you’ll want to make this process as seamless as possible, 

‍

The key to impactful interviews

Incorporating these techniques into your podcast interviews makes each episode a memorable, meaningful conversation that resonates with listeners and leaves guests eager to return. 

Great interviewing isn’t just about asking questions—it’s about crafting an experience that makes your guest feel valued, heard, and inspired to share their story in a way they may never have before.

Remember – if an interview doesn’t meet your standards, don’t be afraid to reschedule, do a second take, or even shelve an episode entirely. Your listeners’ attention is valuable, so focus on bringing them content that’s worth their time.

To learn more about how Quill can help you create a podcast interview that makes an impact, reach out to our team of podcast pros.