The importance of story is in every medium we consume, from commentary on the news to the art in museums to books, films, social media posts, and, of course, podcasts. The most engaging podcasts connect a discussion with a centralized theme enforced by a narrative structure that binds the two together into a story. Otherwise, they fall apart into chaos.
My favorite podcasts are story-driven. I like Welcome to Nightvale, Midnight Burger, and The Magnus Archives as much as the next book nerd, but I also love Code Switch, Marketing Brew Weekly, and (my hometown fav) The Startup Junkies Podcast. These last three engage listeners not just from a narration perspective, but also a narrative one.
On one episode of Code Switch, the hosts discuss the hard topic of “allyship,” not just in a debate or discussion, but rather in telling stories about allyship, taking a journey (i.e., quest) from the 1960s to today. Anecdotal discussion is oral history: We’ve been telling stories since the cave times, and now, podcasts let us tell the world.
All podcasts are narrative from this perspective, so scripts are vital.
Podcasting for B2B Firms
Podcasting is storytelling for firms, particularly business-to-business companies, like software providers or supply chain companies. People who search businesses seeking a product or service do so with the question: “What’s your story?” Podcasts let firms tell their tale in a compelling way.
People who search businesses seeking a product or service are doing so with the question, “What’s your story?”
Many businesses are waking up to find that their competitors already have a podcast. While they might seem behind the podcasting curve, this creates an opportunity for these firms to enter the same space but with their unique story.
Podcasting isn’t just about getting high search engine rankings, however. It’s about engaging your community. “The difference between an audience and a community is which way the chairs are facing” (Chris Brogan). In other words, don’t preach from a pulpit. Focus on connecting with people, with your customers.
B2B firms can discover so much about their go-to-market (GTM) strategy through regular discussion. You can crunch numbers all day long, but that’s never the same as hearing how well your GTM product or service is working for real people. Podcasts become great resources for not only outreach but also product research, behavioral research, and proof points such as case studies. Interviewing an advocate isn’t just good marketing—it’s a keystone in your credibility as a podcaster.
Data as a Story
Numbers mean nothing without context. They require a good, solid narrative. While writing a case study for a previous employer, I had a dozen spreadsheets of hard numbers showcasing how our product saved the company millions of dollars.
Numbers mean nothing without context and, further, require a good, solid narrative.
Numbers are the beginning of your story rather than the end. I told the tale of how the company started having difficulties with their invoices and tracking down falsely deducted fees. To make this more compelling, with the data, I painted a picture of a small company struggling to succeed at selling at big box stores, while the bills piled high and bankruptcy seemed to loom. While my case study focused on illustrating how the numbers demonstrated profitability, I also chose to interview the CEO and discover the how of the numbers. I asked questions such as:
- How did this number look before using our service?
- How did this number look afterward?
- How did the ease of our service feel to you and your staff?
- How did the change in numbers feel once you saw improvement?
- How do you feel now about your business?
Let’s go back to the journey of data. Storytelling podcasts showcase how your firm’s role is the hero in this quest, fighting alongside your clients to solve a problem and save the day. The tale of saving money, finding profitability, and, ultimately, growing is not just about the numbers, but about the catharsis of finding a solution to a hefty problem.
The Importance of a Good Narrative
Humans like listening to humans speak, so podcasting is an ideal medium for data-driven storytelling. But first, you must find your narrative.
Narrative and narration are not the same: one is the story, and the other is the storyteller. Having a good storyteller is critical, but it’s not as important as the story itself. That’s where a podcast script comes into play.
Having a good storyteller is critical, but it’s not as important as the story itself.
Good narrative starts with the why. Once you know why you’re telling the tale, you can begin to look at the how (e.g., an interview with a satisfied customer or a lively debate with a competitor), and finally, you can get to the what (the meat of the narrative).
The what is where a lot of new podcasters get caught up. It may seem like a fun idea just to sit and chit-chat with a customer, but in the end, if you’re not telling a story, your audience will turn from you. Remember composition class: start with a beginning, middle, and end. Then, you’ll find your story and, most importantly, your narrative.
In the end, if you’re not telling a story, your audience will turn from you.
Now, I’m not saying you must have an exact play-by-play of every interaction on your podcast. Instead, for anecdotal discussion or interviews, it’s vital to have a solid outline of jumping-off points that can drive the natural narrative between you and your guests. Be wary of overdoing it, but at the same time, keep a timeline of the discussion and come to a logical conclusion.
Sound Difficult? Hire a Writer
If this sounds too difficult or time-consuming, hire a writer for your podcast. A writer can help you create an organic story within your podcast, creating a script for you to both follow and ad lib from naturally. A good podcast script contains points of data that lead you and your guests to tell the story, instead of telling it for you. Remember: You are still the narrator of the tale, so you must tell it true.
Book time with me today to discuss podcast scripting and how we can turn your data into a compelling story.
