How to write an engaging business podcast script

Podcasts are becoming an increasingly popular way of sharing information and engaging with potential customers. It's a convenient format for many people to download on their phones and to listen to while commuting, doing the dishes, or walking the dog. But creating a podcast isn't simply a case of sitting down and having a chat with an expert. It requires proper planning and preparation, which ideally should be distilled into a script or discussion guide. 

Why is a podcast script important? 

Whatever your aim may be in creating a podcast, it's important that it should come across like a natural discussion, rather than just an audio clip of people reading prepared statements. At the same time, it must have a structure that engages listeners, and which ultimately leads them to the call to action (CTA). This usually invites the listener to contact the company to arrange a demo, a meeting, or a presentation, or just details on where to find more information. 

For this reason, the host needs to be very well prepared, as the experts they are interviewing will know their topic inside out. It would be most helpful to provide your scriptwriter with a thorough brief and references, so they can create the framework which the host can use to structure and guide the discussion. 

The script should be fairly detailed when it comes to the introduction to the topic or speaker and specific questions, and can function as a loose guide for the participants who would be answering these questions. Providing the script to them beforehand would help them prepare mentally for the interview, but it is advisable to ask them not to over-prepare. It is always very obvious when someone is reading something, rather than responding spontaneously to questions. Participants shouldn't come with anything more than a list of key points they need or want to make. Providing a short script to the experts before the interview could also spark some ideas for further questions they might want to be included. This could also clarify the direction and angle to be taken on the topic under discussion. 

Types of podcast scripts 

There are many different podcast styles, ranging from the highly scripted, radio-style (such as 'This American Life') to the more loosely scripted ones, where the host would be highly prepared, and have a list of questions to pose to one or more guests. The second kind of podcast follows a more informal style of discussion. 

With business podcasts, the aim is usually to have a very relaxed conversation, whether it's a one-on-one between two experts, or a panel of guests discussing a particular topic. 

Regardless of what type of podcast it might be (and we outline a few below) it is usually helpful to write out certain portions of the script in full, as this could prevent the presenter from stumbling, or leaving out something important. These portions would include: 

• A full introduction and welcome 
• An introduction for each guest 
• Any sponsorship message, or important disclaimers and legal requirements 
• An outro/goodbye/conclusion 

[These are outlined in more detail below.] 

Scripting these portions is a good idea, as even experienced presenters (and certainly many inexperienced ones) can easily stumble under the sudden pressure, and leave out essential points. This could make them seem unprofessional. 

Solo podcast scripts 

This may be the hardest script to write, as any solo podcast requires much concentration and energy on the part of the presenter. At the same time, the script should not be too prescriptive, as that could encourage the presenter to simply read out their notes, which, especially if they are inexperienced, could become very monotonous. The style chosen for this script depends very much on the personality of the presenter. The question is whether the person is able to sit in front of a microphone and simply talk ad lib about the topic at hand? 

If the person is an expert on the topic, it might be sufficient to script only the key parts mentioned above, and then provide bullet points, questions or a rough outline for the presenter, along with an intro/outro and any other essential elements. 

Interview podcast scripts  

This is a fairly common format. A host interviews one or more guests about a specific topic. This is often used when the host company has a partnership with another company. An expert from the partner company is 'invited', either to talk about the partnership, or to discuss a particular product or service on which the two firms collaborate. 

Co-host podcast scripts  

Similar to the interview format, in this kind of podcast, two parties can interview one another about a particular product or service in question. The danger here is that it could come across as a little artificial, so it's important to provide the hosts with open-ended questions to ask one another. 

How long should a podcast script be? 

Popular podcasts can be an hour or longer, but we know that many people in business are pressed for time. It depends on the complexity of the topic, and a corporate podcast can be anything from under 20 minutes to an hour. 

The key components of a great podcast script 

As mentioned previously, there are key elements to a podcast script that need to be well-scripted. If the podcast takes on an interview format, or a co-host format that becomes a discussion, it's enough to provide talking points around which the experts can ad lib.  

These should include the following key elements: 

Introduction 

There are two main types of introduction: what one might call the 'traditional’ and the 'cold open.' The traditional structure would start with themed music (no longer than 20 seconds) which fades out and is then followed by the presenter's introduction. The presenter's voice starts off the so-called 'cold open', and this is then followed by themed music. 

In both cases, we recommend an informal tone that sets out what listeners can expect from the podcast. Experts recommend keeping the intro to under one minute, if possible, as long as it provides the “Five Ws”- Who, What, When, Where, and Why. 

An example: 

[THEME MUSIC 20” fades out under presenter] 

PRESENTER: Hello, I'm Joe Bloggs, it’s Wednesday the 11th of March, 2023, and this is the 'Widgets Today' podcast from Acme Corporation. Today, I'm going to be looking at Acme’s new release, the Widget2000 XP, and give you some insights on how it could change the way you do business. Then I'll be filling you in on some insights from the trade fair in Dubai. Stay tuned." 

[MUSIC STING 5”] 

[Note: Short musical 'stings' placed between sections will help create that 'radio' feel, and provide a sense of structure to the podcast. These should be indicated in the script so the presenter/host knows how to deliver each section. A sting should be three to five seconds long. Main intro music can be a little longer, but don't blast your audience with strident fanfares or techno anthems. Make sure your music matches the tone of your podcast.] 

Welcome  

Next, if there are guests taking part in the podcast, they should be welcomed and introduced. The presenter must give their full name and job title, perhaps also a bit of background, or a hint at what they may be talking about later. An example: 

PRESENTER: With me in the Acme Corporation 'studio' today, I have Jenny Brown, Chief Technical Officer of Dynomark Incorporated. Jenny has been around since the days of dial-up, so I think she will have a lot to tell us about the state of internet connectivity today. Jenny, welcome." 

Jenny: [Greeting] 

 [Note: Jenny is free to greet in whatever way she chooses to, but it’s good for her to have a cue so as to know what’s expected of her.] 

Sponsor message  

Although these are not common in business podcasts, any sponsor messages would normally be prepared by the sponsor or their agency. Example: 

"This podcast is brought to you by Honey, the Chrome plugin that... [sponsor copy] Thanks for your support! And now, back to the show.” 

 Questions 

The scriptwriter should provide a list of questions that could be asked, possibly with bullet points outlining what the answer should cover. There are two basic types of questions: open-ended and specific. 

Open-ended questions leave room for the interviewee to elaborate, e.g., “Tom, I believe you have some exciting news to share with us today?” 

Specific questions require a detailed answer, e.g., “Tom, the Widget2000 XP is a [insert description here]. What are its benefits?” 

For the open-ended questions, it could be useful for the scriptwriter to have a bulleted list of benefits, which can be used to guide the interviewee. Even though the person being interviewed is the expert, they may be distracted or even a bit nervous during the interview. That's why it is a good idea to give them a “cheat sheet” that they could use or modify could help keep their answers to the questions clear and succinct, and make sure that nothing important is accidentally omitted. 

The host must be prepared to improvise and to draw out details from the interviewee if they feel that more explanation is required, or that any details need to be clarified. The interviewer must place themselves in the shoes of a listener who may be well informed on the general topic, but might know nothing of the specifics.  

Transitions  

The host is there to guide the listener from one topic to the next, using a linking section, or segue. For example: 

PRESENTER: If you want any more info on the Widget2000 XP, or if you want to book a demo, reach out to us on our website, acmetech.com. That's [spell] a-c-m-e-t-e-c-h-dot-com. Coming up: Dave Jones is here to tell us about the company's expansion plans in the Middle East. 

[MUSIC STING 5”] 

Outro  

Your outro invites the listener to get in touch, or buy your product/service, and it also is an opportunity to thank participants and to provide the necessary contact details. When guests are thanked, their names and positions should be repeated, and there should be a 'goodbye.' message. The recommended duration should be around two minutes or less, depending on the specific requirements. Here is an example: 

PRESENTER: This has been 'Widgets Today,' a podcast from Acme Corporation. I'm Joe Bloggs. Thanks to our guests, Dave Jones of Acme Corporation, and Jenny Brown, CTO of Dynomark Inc. Thanks also to our production crew. [Any other credits here, e.g., music composition for original music used with permission.] 

If you want to get in touch, email us at podcast@acmetech.com, or visit our website. 

Thank you for listening, and 'tune in' again next week, when we’ll be looking at WiMAX—why is it still a factor, and how can it be used in the corporate environment?"  

Until next time, here’s wishing you a wonderful, widget-worthy week. 

[THEME MUSIC FADES IN] 

[Note: Because podcasting is an audio medium that emulates radio, it has inherited a lot of the terminology and style of talk radio. This may seem anachronistic, but it lends an air of immediacy and currency to the production.] 

Looking for a content partner to write your podcast scripts? 

Ready to get going on your business podcast, but you are short on time, or not sure where to start?  

The good news is that outsourcing your scriptwriting can be a simple process that will get you up and running. You could own this powerful brand awareness tool in no time.  Speak to Flowmesh about how we can help bring any topic to life and get everyone talking about it!