The growing success of corporate podcasts is changing how companies and brands tell their stories.

More and more companies are leveraging this medium for the promotion of a brand, product, or service to generate sales.

However, doing it right can be a challenge: to convince the audience to listen, these stories must be captivating, create an intimate and personal experience, and stimulate long-term interest.

When this happens, it's possible to reach a niche target effectively, attracting new customers and strengthening the bond with existing ones.

For this, a valuable tool often used in the world of podcasting is storytelling, a strategic content marketing activity used to build a relationship with the audience

In this article, we'll explain what that involves and give you some tips for developing an engaging narrative strategy that can turn any brand into a success story.

What is storytelling?

In a corporate podcast, storytelling is the ability to narrate the story of a brand and everything related to it, capturing the public's interest.

It should be an intimate, personal narrative that strips the brand of its purely commercial component, bringing it closer to the audience with stories that reveal its more human, vulnerable side.

Engaging brand storytelling should cover the following topics:

• Birth of the company or brand

• Challenges faced

• Successes achieved

• Failures overcome

• Social impact

• Relationships built over time

In short, anything that can create an empathetic connection with listeners and generate attention and involvement.

This will help achieve the goal:

• Winning consumer trust

• Create a lasting impression in the listeners' memory

• Make the brand unique and distinguishable from the competition

Subsequently, there will be an economic return, which allows generating traffic and facilitating the purchase of products or services.

How to create successful storytelling

This is how to create successful branded storytelling:

1. To be relevant, one must be able to communicate a story while staying true to one's values, to the principles that have made the brand what it is today with a compelling story to tell.

2. To do this, it's necessary to establish a dialogue with listeners and always put people first.

3. Most important, you need to assess whether your brand can add value to those who give you their time.

4. Brand storytelling should not be an extended commercial message; it's not about promoting a brand or product by talking about it extensively. A corporate podcast ultimately aims to produce results, but it should not be seen solely as a means to push sales. When this happens, it can have the opposite effect, driving listeners away, who then feel treated like just another consumer target.

   

How to build a winning storytelling strategy for your corporate podcast

So now let's get to the heart of the matter and start addressing each point of the strategy you need to implement to turn your brand into an epic and exciting story.

1 - Know your audience

For a corporate podcast to produce relevant storytelling, it's important to know the demographics of your listeners.

Demographics that make up the profile of your average user include:

• Age

• Gender

• Occupation

• Education

• Interests

• Background

• Lifestyle

• Religion

• Spending ability

• Presence of children/pets

• Fears

Only by thoroughly exploring these factors will you be able to direct your message to the most suitable consumer niche, making your storytelling more direct and efficient.

2 - Be unique and special

Content isn't the only crucial factor for the success of a corporate podcast. The narrator is equally important.

• Be recognizable: About 75% of listeners choose a podcast for the content, but 50% do so for the host. If your audience trusts you, they will trust your brand.

• Empathize with your audience: Your audience will connect to you when they can see themselves through your story and feel closer to your brand. But for your message to be effective, you must feel the same way about your audience. That is where your demographics become valuable!

• Interact with your listeners: By making them feel included and listening to their feedback, your bond with the audience strengthens, and you make consumers feel like an integral part of your story.

  

3 - Create and develop catchy storytelling

To write a successful story, ask yourself the right questions:

• What message do I want to share?

• How do I want to share it? Through simple narration, interviews, Q&A...

• How can I integrate my brand into the stories I want to develop?

• Can I create an empathetic connection with the audience, and if so, on what values can I leverage?

• Can I convey information and lessons with my stories?

• Can I create unique long-term content?

• Can I offer something different from the competition?

• Can I produce exclusive content without focusing entirely on my brand?

• Who specifically should I target and how broad is my audience?

Storytelling aims to capture the audience's attention. This is achieved by creating unique and original content, but also by focusing on the personality of the storyteller and the characters involved.

As mentioned, you need to make your brand accessible to the public and include characters in the story with whom your listeners can identify. When this happens, it translates into traffic or sales.

Therefore, create a winning script to develop your storytelling. And to do it well, you need to be creative: a podcast comprises a series of digital audio or video episodes, so it's crucial to be able to develop exclusive and captivating content throughout a certain amount of time.

Storytelling in corporate podcasts is divided into two categories: Macro and Micro.

1. Macro stories are the foundational narratives of a company, including its origins, key figures in its growth and success, brand values, historical journey, innovations, relationships, victories, and defeats.

2. Micro stories, on the other hand, facilitate dialogue with listeners. They are the tales of daily challenges, the small events that make up the world of the brand, allowing us to continue our communication over time when the macro stories reach a conclusion.

Naturally, both micro and macro stories must be coherent and seamlessly integrated into the episode’s storytelling.

Here's a practical example you can follow:

1. Introduction: Explain what you're about to narrate, focusing attention on the characters and events about to unfold. This will immediately capture the listeners' interest.

2. Narrate your story: Explain where you come from, why and how the brand was created, and who created it. Share your market experiences, adding interesting stories, whether they're joyful or sad.

3. Discuss your goals: Let the audience know where you want to go, and what contribution you can make if these goals are achieved.

4. Add value to your narration: After explaining who you are, where you're going, and why you're doing it, add value by answering possible audience questions. Show your audience how you can help solve a problem, provide information, advice, or tips. Remember that their time is valuable, and by the end of the podcast, listeners should feel they've gained something valuable from your storytelling. Integrate the promotional message

5. Conclusion: Once you've developed the content, you can integrate the promotional message, or that part of the storytelling that will help you generate sales. This should not be an announcement or a true promotional message, but simply an integration into the content that encourages the audience to consider your brand or product.

In conclusion... as we said multiple times, corporate storytelling aims not to generate leads, but to allow the consumer to enter the world of the brand and understand its value.

Storytelling is about establishing a relationship of trust based on dialogue and communication, and if this happens, results will soon follow.

Author's note

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