Although podcasts are celebrated for their ability to keep audiences engaged, building a series that consistently resonates with listeners demands much more than just booking a well-known guest or relying on a charismatic host. Success requires thoughtful planning, authentic interaction, and intentional storytelling.

Since most branded podcasts adopt an interview-based format, we’re diving into eight essential techniques that can elevate your interviews, making them memorable for both your guests and your listeners.

1. Choose guests who can tell a great story

Selecting the right guests isn’t about chasing big names—it’s about finding individuals whose narratives align with your podcast’s mission and whose stories you find truly engaging.

When you’re genuinely intrigued by someone’s journey, your curiosity naturally fuels the discussion. The energy you bring sets the tone; if you’re enthusiastic and invested, your listeners will feel that too. Conversely, a lack of interest is just as noticeable—and just as contagious.

It’s a common trap to focus solely on someone’s fame or status. While recognizable names might draw in an initial audience, that alone doesn’t ensure a meaningful or memorable episode.

Instead, consider what sets a guest apart—perhaps it’s a unique point of view or an untold experience. Often, it’s the lesser-known voices who bring the most compelling insights and fresh perspectives.

In addition to having an engaging story, your guest should be able to communicate it clearly and confidently. Even the most fascinating backgrounds can fall flat if the person sharing it doesn’t feel comfortable or expressive in an interview setting. Of course, your skills as an interviewer—especially your ability to ask impactful questions—play a critical role (more on that in tip 6).

If you’re having trouble finding high-quality guests, here are a few strategies to guide your search:

Explore your passions

Start by following your own curiosity. When you come across someone intriguing—through a podcast, article, or even a social media post—add them to a running list of potential guests in a tool like Notion or Google Sheets. When your interest is authentic, the resulting conversation will be more engaging and rewarding for everyone involved.

Ask for recommendations

Leverage your existing guest network. After each episode, ask guests if they can suggest someone they think would be a great fit for your show. These referrals often lead to high-quality, aligned guests and help build a supportive, interconnected podcasting community.

Collaborate with a podcast agency

Guest outreach can be time-consuming. Partnering with a podcast agency—like Quill—can streamline the process. Their expertise spans from booking guests and scripting to editing and promotion, allowing you to focus on hosting while they manage the logistics.

2. Do your homework

The real work of an interview starts long before the recording begins.

Thorough research equips you with insightful questions and demonstrates a deep respect for your guest’s time and perspective. When you understand their background and motivations, you can create a more engaging and meaningful exchange—for both the guest and the audience.

Your aim should be to uncover what drives them and how their story connects with your podcast’s themes. This isn’t about memorizing dates and facts; it’s about finding the connective tissue that will make your interview rich with substance.

Here’s how to approach your prep work effectively:

Review their About page

This is often where personal anecdotes and unique experiences live—far beyond the résumé material. Look for elements that surprise you or feel especially personal. These nuggets can lead to insightful, emotionally resonant moments in the interview.

Dig into their writing

If your guest has written a book, published op-eds, or contributed to blogs, read through them to better grasp their voice and viewpoints. You don’t need to finish an entire book, but highlighting a few compelling sections can spark thoughtful, in-depth questions.

Browse their social channels

Platforms like LinkedIn, Instagram, and X can offer valuable insights into what your guest is passionate about right now. Whether it’s their latest project or a cause they support, social media is a great way to find timely topics to explore.

Stay current with industry news

Read up on recent trends or news relevant to your guest’s area of expertise. This shows that you’re not just focused on their past accomplishments, but are also thinking about the broader context and future direction of their work.

3. Your environment matters

The physical and digital setting of your interview plays a crucial role in the overall experience.

Whether your podcast is audio-only or incorporates video, creating a relaxed, distraction-free environment helps foster a genuine, flowing conversation and enhances listener engagement.

Here are some fundamentals to ensure an optimal setup:

Eliminate background noise

While technology can help reduce ambient sounds, nothing beats a naturally quiet recording space. Turn off notifications, close windows, and create a calm setting. This minimizes interruptions and helps you and your guest stay focused and present.

Bonus: your editor will thank you.

Check out our curated list of Quill-approved remote recording tools to ensure high production value across episodes.

Visual consistency matters

If you’re embracing video podcasting, your visual setup should reflect your brand identity. As Dinos Sofos, former BBC podcast head, puts it: “You can’t just record in a cupboard anymore.”

Be intentional about lighting, background elements, and color palette. Natural lighting is ideal, but ring lights or softboxes work wonders for evening recordings. And don’t forget to offer setup support to your remote guests—especially if you’re aiming for a cohesive, branded aesthetic.

This may include sending equipment, sharing guidelines on attire and setting, or providing technical assistance ahead of time.

Need more guidance? Check out our complete resource on building a professional-looking video podcast.

4. The art of listening

One common pitfall for branded podcasts—especially those focused on authority-building—is the tendency for hosts to dominate the conversation. But the real power lies in listening.

Attentive, active listening allows you to catch subtle cues, ask thoughtful follow-ups, and uncover deeper truths. It helps your guest feel heard and respected, which leads to more meaningful, revealing conversations.

Silence can also be a strategic tool. After posing a question, resist the instinct to fill the space. Giving your guest a moment to reflect often leads to more genuine, thoughtful responses—sometimes even unearthing stories they didn’t plan to share.

These unscripted moments are often the most powerful parts of an episode.

5. Don’t be scared to stray from the script

Preparation is essential—but overplanning can limit spontaneity.

Approach your interviews with flexibility. Start with open-ended questions that invite storytelling and see where the conversation naturally flows. Avoid rigidly sticking to a script; instead, follow the emotional and intellectual threads your guest offers in real time.

This organic style of interviewing often brings out unexpected insights and allows your guests to express themselves in a way that feels both fresh and personal to your audience.

Instead of rigidly sticking to your script, engage with what your guest just shared. This allows the conversation to unfold more organically and helps you gently delve deeper without crossing boundaries. Demonstrating sincere interest builds rapport and encourages the guest to open up, resulting in a more engaging and authentic interview.

6. Ask questions that encourage a story

At its core, a memorable interview stems from a compelling narrative.

People are naturally captivated by storytelling. Unlocking a powerful story can elevate your podcast from good to unforgettable. By framing thoughtful questions, you allow your guest’s personality and journey to emerge in a way that feels sincere and intriguing.

Consider the following strategies when crafting your questions:

Steer clear of cliché prompts

Routine questions often produce routine answers. If your guest is a frequent interviewee, chances are they’ve already answered those standard queries many times. Not only might they feel uninspired answering them again, but returning listeners may also tune out.

Instead, opt for prompts that are unexpected or delightfully offbeat—something that will make your guest pause and think. This invites authenticity and spontaneity into the conversation.

Try asking things like, “What’s the most unforgettable job you had before your breakthrough?” or “What surprising wisdom did you gain in your twenties?” These types of inquiries encourage introspection and reveal insights that are rarely shared elsewhere.

Explore emotional depth

Stories that strike an emotional chord tend to leave a lasting impression. Ask about defining moments—whether victories or setbacks—that shaped your guest. This opens the door to heartfelt storytelling that draws listeners in and fosters a real connection.

Encourage vivid storytelling

Prompt your guest to describe the setting, atmosphere, and sensations involved in their story. Encourage them to transport listeners to a particular moment in time. Ask things like, “What was racing through your mind during…” or “Can you walk us through the moment when…”

These questions help create immersive narratives that engage the audience’s imagination and make the conversation feel more like a story than an interrogation.

7. Don’t shy away from feedback

To grow as an interviewer, feedback is essential—even when it’s tough to take. Regularly reviewing your own episodes and being receptive to outside perspectives can reveal blind spots and subtle habits you might not otherwise notice.

Editing your own audio can be incredibly instructive. It allows you to hear where you may have used too many filler words, rushed transitions, or missed opportunities to go deeper. Perhaps you’ll catch a moment where a more emotionally charged follow-up would have enriched the conversation, or you’ll recognize recurring language you could vary.

Each interview, whether it’s with a high-profile guest or someone brand new, is a chance to refine your craft. Over time, you’ll develop a distinctive voice—one that blends technique with authenticity and resonates with your audience.

8. Look for inspiration

One powerful way to improve is to study the best. Look closely at your favorite interviewers—whether they’re podcast hosts, journalists, or TV personalities—and ask yourself:

• What common traits do they share?
• What specifically about their style appeals to me?
• Is it their tone, their approach to questions, their energy, or even their appearance?

By pinpointing what draws you to them, you can start to identify elements you might adapt into your own unique style.

Take a look at interviews by hosts like Alex Cooper or David Letterman. Notice how they build comfort, surprise guests with original questions, or uncover unexpected aspects of their stories. These tactics can inspire you as you shape your own method.

That said, the most impactful interviewers have a voice all their own—and so should you.

As a practice, critically analyze interviews you listen to. Reflect on what worked and what didn’t. Ask yourself, “How might I have phrased that differently?” or “What fresh perspective could I have explored?”

Bonus: Make promo a breeze

Your engagement with guests shouldn’t stop once the microphones are off.

When the episode is ready to air, make it easy for your guest to help promote it by sharing a curated package of materials. This might include:

• Short audiogram clips
• Custom promotional graphics
• Pre-written social media captions
• Short-form video content for platforms like TikTok, Instagram Reels, and YouTube Shorts

Most guests lead busy lives, so streamlining the promotional process makes them more likely to share—and excited to do so.

The key to impactful interviews

Incorporating these practices can turn your podcast into a series of rich, memorable conversations that leave a mark on both your guests and your audience.

Exceptional interviews go beyond asking good questions—they create a space where guests feel respected, heard, and inspired to open up in ways they may never have before.

And remember, if an interview doesn’t hit the mark, it’s okay to reschedule, try again, or decide not to release it at all. Your audience’s time is precious—offer them content that truly delivers.

For more guidance on creating impactful interviews, don’t hesitate to connect with the podcast experts at Quill.