The mistake most marketers make
I found this out through experience.
Early on at JAR, we had a client who came in saying they wanted an interview podcast. They had a list of dream guests. Big names. Impressive people.
We asked one question:
“What job does this podcast need to do for your business?”
Silence.
They didn’t need interviews. They needed trust with a skeptical audience that didn’t care about executives talking to executives.
We dropped that idea and created a show focused on storytelling instead.
It worked. Engagement went up. Sales team started using episodes in deals. That’s when it clicked for me:
Choosing a format isn’t just about creativity. It’s a business decision.
What is a podcast format (and why it matters)
A podcast format is the structure of how your show delivers value.
Interview. Narrative. Hybrid. Solo. Roundtable.
That part is straightforward.
The hard part is picking the format that truly solves your marketing challenge.
Most brands pick a format because:
- it’s easy
- it’s familiar
- or their boss likes podcasts
That’s how you get a show that’s out there, but not making an impact.
Interview podcasts: easy to start, hard to win
Best for: thought leadership, relationship building, access to networks
What works
- Fast to launch. Low production lift
- Guests bring built-in credibility
- Good for sales teams and partnerships
- When done right, it feels genuine and relatable.
What breaks
- You don’t control the story
- Quality swings episode to episode
- Everyone asks the same questions
- Audience has no reason to come back
Most interview podcasts end up sounding like regular meetings that were recorded (we encourage you to peruse this Reddit thread at your own leisure).
That’s the problem.
Example
We worked on This Is Small Business with Amazon. On paper, it’s an interview show.
In reality, it’s tightly structured. Every episode delivers clear takeaways. It respects the listener’s time.
That’s why it works.
It works not just because it’s an interview, but because it’s carefully planned.
Narrative podcasts: harder to make, harder to ignore
Best for: trust, brand affinity, explaining complex ideas
What works
- Full control of the story
- Strong emotional connection
- Clear positioning for your brand
- Higher completion rates
What breaks
- Takes time and money
- Requires real editorial judgment
- You need stories worth telling
This is usually where most brands pause or get stuck.
Later, they’re left wondering why their content isn’t getting attention.
Example
It turns complex science into something understandable, relatable, and interesting.
That’s intentional. It’s the result of thoughtful narrative design.
Hybrid podcasts: the format most brands should use
Best for: balance, control, consistency, performance
What works
- Combines expert voices with storytelling
- Lets you shape the message
- It helps keep episodes lively and engaging.
- Easier to build a repeatable structure
What breaks
- More moving parts
- Needs a strong editorial hand
- Without discipline, things can quickly become disorganized.
This is where we spend most of our time at JAR.
We do this because it gets results.
Example
Infernal Communication with Staffbase.
Interviews add credibility, while the narrative brings everything together. Each episode feels purposeful, not random.
That’s the difference.
The shift you can’t ignore: Video-first podcasts
This wasn’t true five years ago.
That’s changed now.
If your podcast isn’t built for video, you’re limiting distribution.
Why it matters
- YouTube is now a primary discovery engine
- Short-form clips drive audience growth
- Executives want to see, not just hear
- Internal teams reuse video more than audio
We’re seeing this across clients.
Podcasts that begin as audio-only often have to add video later, which costs more and doesn’t work as well.
Plan for video from the beginning.
How to choose the right format (practically)
Ask these three questions:
1. What job does this podcast need to do?
Pipeline? Trust? Category positioning?
No clear job = no show.
2. Who needs to care?
Not “decision-makers.”
A real person. Specific role. Specific moment.
If you can’t clearly imagine your audience, no format will make your podcast succeed.
3. Why would they choose this over everything else?
You’re competing with:
- YouTube
- Netflix
- Their inbox
Be realistic about this.
Where most teams go wrong
They think:
“Let’s start a podcast and figure it out as we go.”
That approach isn’t a strategy — it’s just wishful thinking.
The format locks in:
- production cost
- distribution potential
- audience expectations
- internal buy-in
If you change the format later, you’ll almost have to start from scratch.
Final thought
Most podcasts don’t fail because of bad production.
They fail because no one made the tough choices at the beginning.
About the job.
About the audience.
About the result.
If you get those things right, everything else becomes much easier.
If you get them wrong, you might spend a year wondering why no one is tuning in.
If you want help figuring that out, that’s what our Strategy Lab is for.
In just 30 minutes, we’ll help you test your idea and see if it’s ready.
Sometimes we tell you not to make the podcast.
That’s usually when clients trust us the most.
