Using storytelling in branded podcasts

As children, stories made us sleep... As adults, they make us dream... But above all, they attract and keep our attention awake... And at a time when a user's attention span has shrunk considerably(we're talking about 3 seconds for a website), stories are essential.But there are techniques for telling a story that have been developed since the dawn of time, and the Calliopé team thought these techniques could help your podcast grow with your audience. If you want to offer better audio content to your listeners, read on.

Why is storytelling important in your podcast?

Increased competition

What do you think will happen once listeners get used to podcasts? What type of podcast will they prefer: the classic guest interview podcast? Or immersive podcasts with a real narrative structure, a storytelling that makes you want to listen to the story and the podcast right to the end? I think you have the answer...

Storytelling: a skill sought after by content creators

Already in 2012, storytelling was the most effective element for creating effective content.

Source : Why isn't marketing's version of storytelling working?

And the truth is, the years go by but the good recipes remain, since in 2016 "becoming a better storyteller" was favored by 41% of B2B content creators.

Source: Recycling web content: why and how to do it effectively

Brand podcasting and storytelling in figures

The StoryDoing© study shows that storytelling is the key to the success of online content.

Storytelling means more mentions on social networks

The narrative structure of a brand podcast

Whether it's a documentary or a fiction podcast, they all need a clear structure. To help you, we've put together a list of different storytelling formats you can use for your podcast.

Storytelling in three acts:

• Act 1, a person wants to do something in order to achieve a goal.
• Act 2, he comes up against an obstacle and has to find a way to get over it, around it or through it.
• Act 3, the person ends up being changed by the experience.

Storytelling in five acts

• 1. A person wants something and strives to get it.
• 2. An obstacle stands in their way.
• 3. The person tries to cross / go around / through the obstacle and fails.
• 4. The person learns something from this failure.
• 5. The person is faced with the obstacle again, but by using what they have learned from the failure, they are able to overcome it. They are changed by the experience.

This structure is virtually the same as the first, but with more detail.

What type of storytelling is right for my podcast?

You're going to hate this answer... It depends! Yes, it depends on your audience and what they expect, but you should know that a 5-act structure gives your story more depth, while a 3-act structure focuses on the important points of a good story.

Storytelling essentials

To master storytelling in a podcast, you need to be in control:

• The structure,
• Rhythm,
• Emotions,
• The music
• The scenario of the episode.

To make your life easier, we've listed three utlra-important tips you can use to create your storytelling.1. Use the right soundtrackThink ofthose emotionally-charged movies, there's always a little background music that makes you drop a tear!Identify the right type of music or sound that can embellish your story and make it more impactful.2.Focus on voice clarity and audio qualityThetechnical aspects of sound are crucial to the success of a podcast (avoid background noise).Make sure your audio quality is excellent and that your voice is clear and audible.Your voice should exude confidence... It's your story, your idea, your expertise after all! 3. Use economy, don't overload your listenerKeepyour script simple and concentrate on one or two stories within the story.Too many story threads, flashbacks will leave your listener confused.Excess content means noise in the listener's head, who will prefer to shut it down.

Where can you find inspiration for your storytelling?

A good story can be found almost anywhere.Finding inspiration will mostly depend on the type of podcast you want to produce.But...I'll let you in on a secret. Are you ready? To succeed in storytelling, find elements with a strong emotional component: it must evoke a memory in your listener. It has to evoke a memory in your listener, awaken something in them linked to their own experiences:

• Entertaining,
• Sad,
• Enervating.

"For successful storytelling, find elements with a strong emotional component."

In fact, this statement is based on numerous studies which suggest that :

• Purchasing decisions are only 20% logical and 80% emotional.
• Readers share more emotional articles(New York Times study)
• Emotions such as urgency and scarcity can boost sales by up to 332%!

Below, you'll find 7 sources of inspiration for creating your podcast's storytelling:

1. 1. Childhood and coming-of-age stories,
2. 2. Anecdotes about work and business,
3. 3. Tough life lessons that are entertaining now,
4. 4. First experiences(e.g. first kiss, first trip abroad, first flight, etc.)
5. 5. Stories of other people you've heard that have had an impact on you(get their permission first),
6. 6. Travel reports
7. 7. Major life milestones(e.g., weddings, birthdays, buying a house, leaving home, graduation, college, etc.).

Examples of podcast storytelling from the Calliopé team :

 " In the Dark" is an excellent podcast in the true-crime genre. The narrative structure is really well done. You'll understand how to keep your listener's attention."We Share the Same Sky" is another podcast built in story form, it's a documentary podcast about life in the Holocaust." 1619 " and " Wilderness " are two other podcasts with captivating narration by podcasters.

Avner UZAN