How can you differentiate your podcast with guest interviews?

If you look at the top 400+ podcasts' most popular episodes, they're almost exclusively interview format. Why are they so popular? Because people like to hear conversations! But, interviews and conversations just for the sake of interviews and conversations won't work. You need to know the niche that you serve. This means you deeply understand your listener avatar, the person you serve. Then, you find niche focused guests (not generalists) who can serve that niche and dive DEEP on ONE THING (not their whole stories, just the one thing) THAT is how you bring on a niche guest that's really going to serve your listeners and build a stand-out podcast!

I like to talk to guests who are willing to share their hurdles and challenges. I like guests who don't shy away from talking about the tough stuff and these are the guests whom listeners can relate to. I also prefer guests who don't think of the interview as a "media opportunity" but rather an opportunity to share their heartfelt thoughts and opinions that they have rarely had the chance to share. I would always do my research weeks before and listen to their previous interviews so that I wouldn't ask the same questions (where's the fun in that?).

I think it’s important to be creative when considering what actually fits your niche. If all of your interviews are with similar people, the show will get dull pretty quickly. But if you can see different intersections of your topic with a variety of other experts, or people with interesting stories, you can add an entirely new dimension to your content.

When I started Zero Dark Nerdy and even almost 6 years in, I reached out to people who interested me via Instagram, FB, or Social Media. If you're already interested in the person and the field they are in their company, what they represent, etc, it makes for a better interview. Once the interview is locked in, it's also good to send a general overview of what topics will be covered. Then just go with the flow and read the room.

Selecting guests who align with your niche not only ensures relevance but also enhances the depth and quality of your content. This targeted approach can significantly boost listener engagement and loyalty, as audiences are more likely to tune in for insights that directly resonate with their interests and needs. Additionally, niche-specific guests often bring a unique perspective or untold stories, providing fresh and valuable content that sets your podcast apart from others in the same genre.

My best interview advice is never to ask a question with a YES or NO answer. Nothing is more disappointing to a listener than hearing a good question being answered with a simple one-word answer. Instead, ask open-ended questions. Questions that require your guest to elaborate. For example, Instead of "Did you enjoy your trip to Italy?" ask, "What was your impression of Italy?" requiring your guest to elaborate on their answer. And be sure to listen to your guest and ask follow-up questions when appropriate, even if they're not on your list of questions. You're trying to have a conversation with your guest, not interrogate them.

Pensez à votre trame de questions comme une histoire, créez du rythme en variant les types de questions, demander des détails pour favoriser l'immersion dans les moments clefs...construire une bonne interview doit faire intervenir le storytelling.

Meine absolute Lieblingsabschlussfrage ist immer: Gibt es noch etwas, dass Sie vergessen haben oder hinzufügen m?chten? Dann kommt immer noch etwas, oder eine wundersch?ne Geschichte.

Another important step to differentiate your podcast with guest interviews is to prepare questions that spark curiosity and elicit insightful answers. Avoid asking questions that are too predictable, superficial, or leading, as they won't capture your listeners' attention or reveal anything meaningful about your guests. Instead, ask open-ended, provocative, or personal questions that challenge your guests to share their opinions, experiences, or advice. This approach fosters engaging and valuable discussions.

Differentiating your podcast with guest interviews involves a multifaceted approach. Firstly, focus on securing diverse and intriguing guests who bring unique perspectives and expertise to the table. Craft thought-provoking questions that delve deep into topics, fostering engaging conversations that resonate with your audience. Experiment with different interview formats, injecting your own personality and style to create a distinct listening experience. Consistency in quality production and a commitment to delivering valuable content that sparks interest and connection further sets your podcast apart in a competitive landscape.

Your listeners want to feel like they're a part of the conversation, not listening to an interrogation. You can very easily tell when a conversation feels uncomfortable for the host/guest which, in turn, can make your listeners feel uncomfortable.

The best interviewers don't make it sound like an interview. What listeners want is a conversation between the host(s) and guest(s). It's easy to get caught up checking off questions from your list that you forget to listen to what your guest is saying. Some of the best interviews happen via follow-up questions to something the guest says. So make sure you pay attention to what they say.

As a podcast guest, I find that a few minutes of time to connect with the host(s) prior to going live (even if it’s immediately before the podcast starts) allows us to become naturally conversational, as well as, find a rhythm from the intro of the show to the end. And, since the first few minutes of the show are crucial for the listener, it benefits both the host(s) and the guest. Thanks for all of the insights, this is great stuff!

Establish a comfortable and welcoming environment for your guests to encourage open communication and authentic interaction. Build rapport with guests through active listening, empathy, and genuine interest in their perspectives. Foster a collaborative atmosphere where guests feel valued and empowered to share their insights and stories.

A "pre interview" or short chat ahead of time is one thing that can help with this. Gets the guest warmed up and comfortable. Practice good listening and think about the type of interaction you enjoy hearing/listen to some great interviewers.

On the I AM CEO Podcast because it's daily we ask the same questions per se, I am big on using it as a framework rather than a standard. While the goal was that every episode listeners would hear these questions, my goal in having the framework is to make sure the questions blend so it's conversational. It's a delicate balance because I never want it to be scripted. However, because of the repetition of episodes, it has been easier for me to know the journey I wanted for each episode and not have to worry as much about the questions and more about just having a great conversation that will cover these X amount of topics.

Listeners want a mix of variety and knowing what to expect. That is where segments really help to establish a format that highlights the uniqueness of your guests, assure that your episodes stay fresh- while having consistency and letting your podcast feel familiar to your listeners.

We often put 5-10 hacks in our podcast. These are practical, small tips everybody can execute on their own. This is the pure value given.

I generally follow a past, present, future structure. Get some background to set the context but understand that the value is mostly in the present. What are they doing, and how does it apply to the listeners? I try to wrap up with a question about the future. Where do we go from here, or what do you think will change in the next 3 - 5 years? I also typically ask my guests if there is anything they wanted to talk about that we didn't cover. That gives them that opportunity to add any additional value I overlooked or reinforce a point made during the conversation.

A great way to add variety to your guest interviews is by doing a little research beforehand. Some guests appear on dozens of podcasts, answering the same questions each time. Not only is it boring for your guests, but your listeners may already know the answer, making it boring for them. If possible, find questions nobody has asked before. For example, sports celebrities are always asked about their play, team, abilities, etc. Instead, ask them what their hobbies are outside of sports. It's insight their fans may not know, and it will make your show a "must-listen."

I don't edit any of my interviews, unless of course this is a technical glitch, and have recorded almost 1,000 episodes with popular actors, comedians and musicians and my listeners and guests appreciate that because they feel it is more organic and natural.

We never cut, polish or do something else with our podcast. Its 100% uncut and raw. This helps a lot to make it more authentic - at least for us it works pretty good being in the charts numerous time.

It depends on the style of show, but many interview shows could benefit from lessons from more narrative shows. This starts from the prep work of developing good questions, but a lot can be done in the edit too. A heavier content edit, done skillfully, and perhaps with the use of narration, can sound natural but more engaging.

When editing an interview, ask yourself if there's any value to your guest's answer to a question. If the answer is no, then delete the question and response. The same goes for tangents. Some guests may take a longly worded approach before finally answering your question. It's ok to edit out the extra verbiage to get right to the answer. If the best answer your guest provides is at the end of the episode, you may want to consider moving it closer to the beginning before listeners start falling off.

I have a different view point here. These days, it's important to focus not on polish of the whole episode but on getting good 5-6 highlight moments that will resonate with your audience.

"Dig your well before you're thirsty." ^ This saying has been so true in my journey both as a podcast guest and podcast host. Sometimes, I have podcast guests who came back to me years after being on my show to see if they could come back on because they have something new coming out. Depending on how they handled things the first time, determined my response. Often, I was ghosted after the interview, so, I know they were just using me to get another rep in. But some of them stayed in touch, helped me grow, and will always be in my corner. Whether you're a guest or a host, think about their relationship and how you can help each other help others.

When promoting an episode on social media and other platforms, make sure you tag your guest. Not only does it alert them to your post, but it also provides a link for your audience should they want to learn more or follow your guest. Promoting a guest interview shouldn't end when your next episode comes out. Use social media scheduling tools to promote each episode year-round.

Having a solid promotion strategy helps a lot. After recording, share the episode across all your social media platforms, tagging your guest and using relevant hashtags. Create engaging visuals, quotes, and snippets to attract attention. Send a thank-you note to your guest and encourage them to share the episode with their network. Track the performance of the episode and share the results with your guest. This not only shows appreciation but also builds long-term relationships, potentially leading to future collaborations and a wider audience reach.

I like to profile the current episode's guest on my newsletter. I give a little insider look at the guest and add some comments about why it's worth a listen. And I always make sure I send a copy of the newsletter to the guest so they can share.

The key is to make your episode stand out and provide value not just to your audience, but also to the guest themselves. This increases the likelihood that they'll want to share their experience on your show with their own followers. When guests find value in the episode, they're more likely to: 1) Share it with their followers, expanding your reach 2) Recommend your podcast to their peers 3) Return for future episodes or collaborations

I like to keep in touch with my guests after the interview, especially if it was particularly engaging. I've had the experience of meeting my guests in other countries, and it is so satisfying. It adds another layer to the joy of being a podcaster.

Follow all of your guests on LinkedIn and Instagram. Engage with their content well after their episodes are published. You might not realize this, but you're building a fantastic network when you welcome guests onto your podcast and allow them to tell their stories for free. (Side note - never solicit someone to appear on your podcast and then ask them to pay for the privilege. I had show a host reach out to me in this manner, and it's extremely tacky.)

When conducting an interview, minimize your own presence. Be gracious host, create space for your guest to stand out. Don’t respond with long comments to their answers. Do focus on listening intently. Let their responses guide your next question, the “natural” question based on their comments. Encourage them to expand on intriguing points. Relentlessly focus on providing value to your audience.

After 18 episodes of podcasting from the UK, I find it puzzling that while most of my guests are from the USA (13 episodes), 55% of my downloads come from the UK and only 22% from the USA. Any thoughts on why this might be? Could it be that my guests aren't promoting their own episodes enough?

Continuously evaluate and iterate your guest interview format and approach based on listener feedback, performance analytics, and industry trends. Stay flexible and adaptable to evolving audience preferences and guest availability. Cultivate a strong network of potential guests and collaborators to sustain a steady stream of engaging content for your podcast audience.