Crafting The Narrative

In this episode, we talk through what makes up a good story for your podcast, and why it’s an essential step in creating engaging and shareworthy content. These days creating the same content as the rest of the shows in your niche just isn’t good enough. We all need to be publishing 10x content that really stands out above and beyond what other shows are creating. To learn how the pros do this I sat down with Jared and Leah from Vancouver based Pressboard Media. Jared and Leah are experts at crafting a story around their topic, and helping their guests share those really interesting and insightful moments during interviews. During this episode we discuss: Why you can’t start out at a 10 when telling a story How to be vulnerable without seeming negative Why brands can tell just as good of a story as individuals How to think about your competition (hint, it’s not often who you think it is) How to go about crafting a story arc for your episodes Episode Transcript Speaker 1 00:05 Hello and welcome back to audience. I’m Craig Hewitt, your host. This is the podcast where you follow the journey of one brand building their podcast audience from zero to a meaningful and impactful resource for their business. Today we’re talking all about storytelling. Storytelling is so important because it’s really what separates meaningful and engaging and dynamic content from everything else out there in the podcasting world. And today I’m joined by Leah and Jared from pressboard media. Speaker 2 00:35 We’re in the business of telling stories. Everything we do is about telling stories. And because we’re a storytelling company, we’re always looking for new ways to reach both our audience and help our clients reach their audiences. Speaker 1 00:48 Why talk about storytelling on a podcast about growing your podcast audience. You might ask, and that’s a fair question. And the reason is in this show we’re going to be exploring kind of all aspects of growing a listenership, uh, from paid advertising to content marketing, email marketing. But the core of it really is creating really excellent podcast content for your listeners. And storytelling is by far the best way to stand out from the crowd and really make your show different from everyone else out there. By sharing a narrative, building a story, and having an evolution of of your message over time, as podcasting gets more mature and frankly more competitive, we have to evolve the way we create content and the way we relate our message to our audience much in the way that the traditional marketing and advertising has changed over time. Jared Grimm from pressboard shares a analogy around this that I think will resonate with everybody. Speaker 3 01:55 So when you think of moving from a banner ad saying, Hey, we’ve got great shoes and those shoes are on sale and you should buy those shoes to try to tell the story, it’s quite a bit different. So it’s the different, you’re using different marketing muscles and instead of looking to things like, you know, banner ads and print ads for inspiration, you start looking towards things like movies and TV shows and books because that’s where screenwriters and authors have created a story arc. And so the biggest challenge I find in working with brands is, is taking them from a place of you can’t turn your magazine ad into a story. You need to take inspiration from maybe your foundational story of the company or your customer’s story. Uh, and that’s what you’re going to market rather than deals and destinations t...