two podcasters working on podcast storytelling at desk

8 Ways Podcast Storytelling Can Grow Your Brand

Are you looking for a way to send podcast listener engagement through the roof? Then it’s time to tap into the power of storytelling in podcasts. I know what you’re thinking – Leah, I’m not a storyteller; I’m a business owner who wants to expand my reach and share what I know with listeners. But hear me out: podcast storytelling is a powerful tool that absolutely anyone can and should be using in their podcasts.


storytelling in podcasting statistic

Bringing some good old-fashioned storytelling into your marketing strategy (and your podcasting strategy) is a turbocharged way to connect more with your audience, build brand know/like/trust, and, ultimately, achieve your marketing goals. Not only can using storytelling in your content increase engagement by 300%, but it also helps you build real connections with your audience, set your brand apart, and even convert more ideal clients! 




Advantages of using storytelling in podcasting

When I say “storytelling,” you might think of a classic tale like Cinderella, The Little Mermaid, or The Lion King…but that’s not exactly what I’m talking about! Podcast storytelling doesn’t mean you’re telling people a fiction story or sharing your latest creative writing exercise with your audience (lol). Instead, it’s using your own experience and skill to build up a compelling narrative around whatever you’re talking about in a way that captures your audience’s attention. 


There’s actually some fascinating science behind why storytelling in podcasts works. Humans are innately drawn to stories, and our brains literally crave them! In fact, stories trigger a neurochemical reaction that causes people to get invested in and empathize with whatever the storyteller is talking about (pretty cool, huh?) Being able to do that in marketing is a little bit like having a superpower.


Ways podcast storytelling can work for you

The same thing that draws people into a good movie or book can also be used as an incredible marketing tool to build connections with your listeners. So, if you already have a podcast, start incorporating storytelling into your recordings. And if you don’t already have a podcast…what are you waiting for? Start one now, so you can make the most of the advantages of using storytelling in podcasting to boost your brand!


Builds authenticity and trust

There’s something so powerful about earing a podcaster tell a story in their own voice – it builds rapport with listeners, humanizes your brand, and establishes credibility. When you use storytelling in podcasts, it’s easier for listeners to connect with you as a person and build a trusting relationship.


Fosters emotional engagement

Sharing a story that evokes positive emotions can encourage people to make stronger connections with your brand. For example, if you’re vulnerable enough to tell me about a time you failed in business and how you found success, I’m more likely to personally identify with your story and take your advice on achieving my own success.


Allows for differentiation and brand identity building

By narrating different aspects of your unique selling proposition and brand history, you set yourself apart from the sea of competition on the market. Let’s be honest – there are a lot of podcasts out there, and some of them probably even have a niche, audience, and message similar to your own. But there’s only one YOU podcasting in this niche, so make the most of your own personality and story to connect with listeners!


Helps you make more educational and informative content 

At some point, you’ll probably promote your products or services on your podcast. But for the most part, your podcast should be a place for informative and educational content that brings value to listeners. By sharing those educational pieces and the stories and experiences that led you to create them, you’ll position yourself as an authority, which enhances your credibility with your audience.


Encourages word-of-mouth marketing

Storytelling paves the way for your podcast content to resonate with listeners on a deeper level. As a result, they’re more likely to share your podcast with others, organically spreading your brand message and listener base. Eventually, as more and more people hear about your podcast, you’ll exponentially increase your reach, brand awareness, and new client roster. 


Makes it easy to craft engaging narratives and calls to action

Utilizing storytelling in your podcasts and marketing strategy allows you to create narratives that naturally lead to calls to action. People can see super-salesy pitches coming from a mile away, and that doesn’t always go over very well. But when you integrate your brand message and desired action into the context of a story, sales feel more seamless and natural. 


Grows connection with your target audience

Storytelling is the perfect place to show your audience you understand their interests, pain points, and preferences. Tailor your storytelling approach to fit your ideal client, but most of all, just show up and be genuine. Share what you know and connect that back to your brand story, and you will absolutely see stronger relationships with listeners and customers (and better results from your marketing efforts overall!)


Makes a lasting impression

When you tell an engaging story, it sticks with listeners for the long term, meaning your brand will stay top of mind. That kind of engagement is marketing gold because it encourages customer loyalty and brand recall!


How to use storytelling in podcasts

Building a narrative in your podcasts can look so many different ways, but you don’t have to overthink it! Here are some quick and easy ways to incorporate more storytelling techniques into your podcasts:

  • Tell a personal anecdote to introduce the week’s topic or illustrate why it’s important
  • Use descriptive language and in-depth details to paint a vivid picture
  • Invite a guest to your podcast; I guarantee stories about your topic will naturally flow!
  • Use a story about what happened to you to demonstrate key takeaways or lessons to listeners
  • Poke some fun at yourself and build empathy by telling a funny story about a time you failed (and how you overcame it)


Podcasting is perfect for sharing stories!

Try out podcast storytelling for yourself – I promise, you’ll quickly see that it increases listener engagement and builds brand know, like, and trust. It’s a simple equation: storytelling in your podcast + marketing = success! Don’t miss out on a golden opportunity to use podcast storytelling to boost your brand.


Need some help plotting your podcast strategy?

That’s our jam! We’re here to help you strategize your podcast and manage the ins and outs of monthly production. Book a call with us now to chat about how we can help!



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The only thing I love more than binge listening to podcast, is helping you publish a podcast you love!

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