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What are some effective ways to use interviews to create brand partnerships?

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Podcast interviews are not only a great way to provide valuable content to your audience, but also a powerful tool to build relationships with other brands and influencers in your niche. By interviewing guests who share your target market, you can leverage their authority, reach, and credibility to grow your own podcast and brand. Here are some effective ways to use interviews to create brand partnerships.

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1 Choose your guests strategically

Before you invite someone to be a guest on your podcast, you need to do some research and planning. You want to choose guests who have a similar or complementary audience to yours, who offer a unique perspective or expertise, and who have a strong online presence and reputation. You also want to make sure that they are open to collaborating and promoting the interview, and that they align with your brand values and goals. By choosing your guests strategically, you can increase the chances of creating a mutually beneficial partnership that can lead to more exposure, referrals, and opportunities for both parties.

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Sarra Messili

CEO at Podcast Inc | LinkedIn Video Program Member | Helping You Use Podcasts to Boost Sales, Marketing, & Monetization | Web3 Marketing Expert
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Leveraging interviews for brand partnerships can be a strategic move for your podcast. Begin by identifying brands that align with your content and audience. When conducting interviews, highlight the value your podcast provides and showcase the engagement and loyalty of your audience. Craft compelling pitch materials that emphasize the reach and demographics of your listenership. Tailor interview questions to seamlessly integrate mentions of the brand, demonstrating its relevance to your content. After the episode airs, share listener feedback and analytics to showcase the impact of your podcast. Actively engage with the brand on social media and tag them in promotional posts.

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Lucy Cleland

Editorial Director of Country & Town House, B Corp certified and winner of the PPA Independent Publisher of the Year Award 2022
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You absolutely want to strategically choose guests but I always think you need to do a chemistry check too - the podcast is so intimate to your listener that any awkwardness, stickiness, anxiousness will be picked up immediately - we are not all trained Radio 4 presenters, so a phone chat/Zoom beforehand to sense check your spark (or lack of) can be essential - especially as if you strike up a good rapport, it's way more likely to work commercially in the partnership stakes too!

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Parker Olson

Building the #1 ranked PR tool ??
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Podcasting is as much of a media tool as it is a networking tool (esp. for the host). Who do you want to partner with? Once you know this, find guests in this space. Having an honest 1-hr call with this person provides a ton of value in getting to intimately know them

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2 Prepare and deliver a professional interview

Once you have secured a guest for your podcast, you need to prepare and deliver a professional interview that showcases their value and personality. You need to do your homework and learn about their background, achievements, challenges, and insights. You need to craft engaging and relevant questions that spark curiosity and conversation. You need to communicate clearly and respectfully, and give your guest space and time to share their stories and opinions. You need to avoid self-promotion or sales pitches, and focus on providing value and entertainment to your listeners. By preparing and delivering a professional interview, you can create a positive impression and rapport with your guest, and establish yourself as a credible and trustworthy host.

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3 Promote and distribute the interview

After you have recorded and edited the interview, you need to promote and distribute it to your audience and beyond. You need to create an attractive and informative title, description, and cover art for the episode. You need to publish it on your website, podcast platforms, and social media channels. You need to encourage your guest to share it with their network, and provide them with easy and appealing ways to do so, such as graphics, quotes, links, and hashtags. You need to reach out to other relevant platforms, blogs, groups, or influencers who might be interested in featuring or mentioning the interview. By promoting and distributing the interview, you can maximize its visibility and impact, and attract new listeners and potential partners.

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Lucy Cleland

Editorial Director of Country & Town House, B Corp certified and winner of the PPA Independent Publisher of the Year Award 2022
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Your work is only as good as the people who read it/act on it/listen to it. No point producing something fabulous that stays dusty on a metaphorical shelf. View your podcast episode as the product you are selling and treat accordingly with a solid marketing plan to amplify it and engage. It's a lot of work to do it properly so be prepared to put in the time.

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Parker Olson

Building the #1 ranked PR tool ??
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Promotion is the #1 way to organically grow a podcast, hands down. Create short-form assets that are co-branded between your guest & your show so that both parties can use and share the content. podpitch does a nice job of this!

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Bhavana Jat

8M+ Podcast Downloads, 12M+ YouTube Views, 1.3M+ Subscribers, 4000+ Episodes ??? Not Your Average Video Editor | Turning Podcast Conversations into Visual Magic
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Harness the power of social media and other online platforms to amplify the reach of your interviews. Tag potential partners in your posts and encourage them to share the content with their audience. This increased visibility can pique their interest in exploring a partnership further.

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4 Follow up and nurture the relationship

After you have published and promoted the interview, you need to follow up and nurture the relationship with your guest. You need to thank them for their time and contribution, and ask for their feedback and suggestions. You need to keep in touch with them regularly, and support their work and projects. You need to look for ways to collaborate further, such as cross-promoting, co-creating, or referring each other. You need to show genuine interest and appreciation, and build trust and friendship. By following up and nurturing the relationship, you can turn a one-time interview into a long-term partnership that can benefit your brand and podcast.

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Parker Olson

Building the #1 ranked PR tool ??
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Whenever I go on a podcast, I add the hosts name to my CRM & place a follow-up message 2 months after. No matter what I'll always drop a note, even if it's just saying "am thinking of you. hope you're well"

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some effective ways to use interviews to create brand partnerships?

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1 Choose your guests strategically

2 Prepare and deliver a professional interview

3 Promote and distribute the interview

4 Follow up and nurture the relationship

5 Here’s what else to consider

Podcasting

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