Originally published September 27, 2022 , updated on January 17, 2023

Podcasting can be a highly effective form of content marketing for your business for many reasons. Its informal style and audio-based nature make it easy for audiences to engage with. As such, it is an ideal medium for you to discuss industry topics and news that affects your products.

Furthermore, a report from Grand View Research predicts that the global podcasting market will grow by 31.1% per year between 2021 and 2028. Given that the podcast market was valued at $11.45bn in 2020, this should demonstrate the business incentives for committing to podcast content.

Investing in podcast content writing ensures that each episode is of the highest quality, and your business can reap all the benefits that come with publishing shareable podcast content.

What Is Podcast Writing?

Contrary to what some businesses think, podcast writing doesn’t mean creating a script that will be read word for word. Instead, podcast writing aims to provide a conversational framework for your topic of choice. For instance, you might have a list of talking points with some starter questions for each that can be read word-for-word. This allows the episode to flow naturally without feeling rigid.

The process of podcast content writing is largely only limited by the length of your podcast, which should be similar across episodes. You may have to pick and choose from all the possible points you could make on a topic. In addition, time should be allowed for idle chatter and ‘riffing’ amongst these points. This can take some practice to get right.

Another challenge of writing a podcast script is balancing casual, entertaining and insightful conversation. Depending on the nature of your business (brand identity, industry, target audience, etc.), you may favour leaning more towards one of these in your content. 

Steps to Consider

Here are some quick tips for writing a good podcast script:

• Set the scene: Podcasts are audio-only forms of content, so it pays to let listeners know what you’re talking about with detailed descriptions. This is particularly effective when you find yourself referring to images, videos, or other visual sources. You want to make your audience feel like they’re in the room with you.
• Use delivery notes: Delivery notes can be included in a script to accommodate verbal signs. Examples are pauses, placing emphasis on certain words, sighs, laughter, and other dramatic effects. 
• Keeping the same pace: Consistent pacing goes a long way to keep listeners engaged. Do this by avoiding long, unwarranted pauses and talking too fast. This also means that if there are multiple people on the podcast, you should try to avoid talking over each other. Generally, breaking the podcast up into clear segments makes it easier to keep the conversation focused.
• Maintain a conversational tone: Even though you will be reading words from a page at times, it’s important to make sure it doesn’t sound like you are. Talking through a script out loud helps with this, even more so when you use speech-to-text tools. 
• Give time to riff: Going off-script can sometimes yield the most valuable moments of conversation. Any extra time spent going off on a tangent can also be edited down in post-production if it doesn’t quite work. However, bear in mind that this increases the time and effort spent producing content.
• Stay true to yourself: Let your personality shine in your podcast content writing. This makes it easier to hit the mark with the last two bullet points and allows you to have a consistent tone across episodes.

Example of Podcast Writing Structure

*Podcast episode title*

00:15 ‒ Intro song 

01:15 ‒ Sponsorship 

02:30 ‒ Introduce the topic

12:30 ‒ Point #1

*data, question to consider, recent industry news

22:30 ‒ Point #2

*supporting point, quote, data

32:30 ‒ Point #3

*supporting point, quote, data 

35:00 ‒ Summary/closing thoughts

38:00 ‒ CTA

The Three Main Types of Podcast Writing Scripts

Podcasts can be broken down into three main formats, and the format you use depends on your message and the topic. To this end, podcast writing services can produce the exact type of content your business needs to get a message across. 

Solo Host

Podcasts with just one speaker tend to be fully scripted. This is because it takes a lot of expertise to be able to talk about a topic for 30+ minutes. Without the right preparation, it can cause the podcast to become ‘robotic’ and unengaging. On the flip side, a (good) host can be easier for an audience to connect with.

Employing the best podcast content writing services gives your host everything they need to keep the conversation going. Podcast writing can help ensure this monologue stays informal by using aids such as delivery notes and cues. These services are also particularly helpful for providing relevant data, which can add value to what your host is saying. 

Another benefit of well-executed solo podcasts is that post-production is easier to navigate. With one voice, re-recording parts of audio is simple and helps improve quality. So while podcast content writing for solo hosts is quite intensive, it can save time and money at the end of the production process.

Interview

Interviews typically consist of a host and a guest, with the guest being an expert on the topic of conversation. Interview podcasts require a lot of script writing preparation for a couple of reasons.

Firstly, the questions you ask will dictate the direction and flow of the episode. As a result, you should put a great deal of thought into what you will ask your guest and how. When writing interview questions, they should follow a natural flow of topics and themes. 

Secondly, your guest likely doesn’t have much experience talking on a podcast. This means that your podcast content writing also has to act as a guide for your guest. For example, your audience may not have a broad knowledge of the topic you’re discussing. You know this, but your guest does not. Therefore, you might ask them: “For those who don’t understand XXX, can you quickly explain it in simple terms?”. Introductory questions like this are a great way to build up to more technical conversations later on.

Once you have your script finalised, you should send it to your guest before recording your episode. This allows them to get a sense of what they will be asked and gives them time to think of responses. You’re not trying to catch them out.

Co-host

Having two hosts comes with both benefits and hurdles when it comes to content writing. The writing for a co-hosted podcast should include an outline not too dissimilar to that of a solo podcast. However, there should be more space for ‘organic’ conversation.

The most difficult part of the co-hosted style is balancing the two people in the conversation. In this case, podcast content writing should work to avoid overlapping talk, repeated points, and sudden point transitions. A helpful way to think of a co-hosted podcast is as an interview that goes both ways, giving each person an equal amount of time to speak.

The Potential Benefits of Podcast Writing for Business 

Effective podcast writing works to enhance the effects of podcasts as a content medium. As such, the business benefits of content writing for podcasts are largely linked to their role as a form of audio marketing. However, like any form of online marketing content, its effectiveness is tied to the consistency of the messaging. Podcasting content writing services benefit your business by ensuring your message is loud and clear and that each episode is informative, engaging and accessible.

Cultivate a Reputation as a Thought-Leader

Podcasts are a great way to generate brand authority for your business. You can use podcast writing to ensure that your episodes serve as a platform for discussing issues that relate to your industry. These topics should be ones that you can demonstrate a lot of expertise in, thereby showing your business’s value to consumers. What’s more, you can engage with topics related to your products and services, showing your passion for your field.

The nature of podcasts as audio-based content also helps to build authority. This is because your host(s) can use their speaking skills to add weight to the points they’re making. The more confidence with which your host speaks, the more your audience is likely to listen to your guidance.

By positioning your business as a thought leader in your industry, your audience is likely to trust it more. This trust is key to improving lead generation, retention and sales. 

Connect With Your Audience

Putting a human voice behind your business makes it much easier for consumers to connect with your business’ message. It’s much more personal than words written on a page. Over time your audience will become accustomed to your host’s voice and mannerisms. This familiarity can lead to greater engagement from long-time listeners and even encourage them to share your content.

A great benefit of podcasts as a content format is they can be listened to almost anywhere – while exercising, driving, commuting, or cooking. As such, your business instantly becomes more accessible to more people.

Save Resources

The biggest benefit of using podcast content writing services is that it makes podcasts simple to produce. The only resources you need to produce a podcast are a microphone, a computer with audio editing software, and a small team. Depending on their skills, this team can even consist of just one person.

All of this requires far fewer resources to be diverted away from your business’s day-to-day running. This is in stark contrast to a visual advertisement which has to be shot in a certain location, potentially includes hired actors, and which has to go through a rigorous editing process. 

Grow Brand Awareness

Professional podcast content writing services give your business another avenue to market its name. Podcasts advertise your business quite subtly, meaning your audience is left with a lasting impression without feeling pandered to. Podcast content writing will usually have your brand name mentioned at the beginning and end, with business-related information spread throughout. However, this will occur naturally as and when it relates to the topic of conversation. 

The consistency around podcasting often results in an association between your brand and the subjects you’re talking about. The goal is for your business to become a household name among those looking for the products and services you offer. Your podcast content serves as a way to reinforce this and draw in potential customers.

The Benefits of Goodman Lantern’s Podcast Writing Services

Whether you’re looking to get your business’ podcast off the ground – or take your existing content to the next level, Goodman Lantern can help. Our podcast content writing services are comprehensive and well tested, and our team has experience creating scripts for a wide range of businesses. We make sure to captivate your audience with unique points, storytelling and clear messaging. Plus, we won’t lose sight of your brand personality.

As we’ve mentioned, when putting a podcast together, creating a script is what takes up most of the time. When you let Goodman Lantern take care of this vital step, you’ll be able to craft compelling, memorable podcasts quickly and simply. 
Get in touch today if you’d like to find out how a professional podcast can benefit your business.

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