Which corporate podcast format to choose: interview, narration, immersion?

Choosing the right format for your corporate podcast lays the foundations for impactful content. Format isn't just a question of style: it determines how your message is perceived, retained and shared. Interviews, narration and immersion don't tell the same story in the same way.

In a context where 27% of listeners are senior executives, offering an adapted, structured and captivating format is no longer an option: it's an imperative. Each audience has its own codes and expectations. And a good format is one that speaks to your audience while serving your strategy optimally.

In this article, we'll help you make the right choice: understand the strengths of each format, identify the one that matches your objectives and draw inspiration from concrete examples, designed and produced by our professional agency Calliopé.

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Format, the cornerstone of the sound experience

Podcasting is not a static channel. It's a living, dynamic means of communication. It can be listened to while walking, cooking or driving. The listener must be able to follow along and immerse himself effortlessly. That's why the choice of format is crucial.

A good format captures attention from the very first seconds. It establishes structure, tone and rhythm. It influences engagement, memorization and loyalty.

At Calliopé, we believe that format is a strategic decision. It doesn't depend on the trend of the moment, but on your story, your voice, what you want to make people feel.

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The interview: direct, embodied, accessible

It's one of the most popular formats, and the simplest to understand and implement. All you need is a host, a guest and a relevant topic for discussion. Interviews are a way of expressing points of view, highlighting profiles and creating a human link.

This format is particularly well suited to companies wishing to :

• Give a voice to employees, partners and customers.
• Leverage internal and external expertise.
• Create a regular rendezvous with an embodied word.

But beware: a successful interview can't be improvised. It requires preparation, editorial framing and rhythm. Otherwise, the exchange can become confusing or lose the listener. That's why we help our customers prepare for every interview.

Case study: RATP Smart Systems, an in-house radio to connect all sites

Faced with the multiplicity of its sites (Paris, Bordeaux, Toulouse) and the diversity of its simultaneous projects, RATP Smart Systems wanted to create an internal audio format capable of linking all its employees. The aim: to make podcasts a tool for cohesion, enhancement and the circulation of information.

Calliopé has designed a corporate radio station in the form of a monthly podcast, structured around several sequences: project news, internal innovations, HR information... The program is hosted by a dedicated host, who gives a voice to all hierarchical levels, on all sites. The format enables a high level of editorial reactivity to disseminate recent, relevant content, while guaranteeing a balanced representation of teams.

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Narration: structured, captivating, memorable

The narrative podcast is inspired by the documentary. It combines storytelling, interview excerpts, archives and sound design. Far from the spontaneity of an interview, it requires strong writing and careful editing.

This format is relevant when you want to tell a story, follow a progression or develop a thought process. It adds depth to your messages and keeps the listener's attention thanks to a dynamic narrative.

A good narrative podcast is an episode conceived as a journey. You have to know where you're taking the listener, what the highlights are, and how to make them resonate emotionally.

This type of format requires time, technique and a creative eye. At Calliopé, we often recommend it to institutions, foundations or companies that want to tell the story of a change, a human adventure or a territory.

Case study: Brittany Region with "Demi-sel

In 2020, the Brittany Region wanted to reach out to Bretons via a podcast to promote local products and producers. Thus was born the first season of "Demi-sel".

Since then, three seasons have seen the light of day, each exploring a different regional initiative: sustainable development, youth involvement, heritage... The challenge was twofold: to showcase concrete actions and to evolve the format to surprise with each new season.

Calliopé's answer? A modular podcast: interviews, reports, round tables. Each season adopts a new form. Each host embodies the series with his or her own personality. The identifiable sound design creates a strong sonic continuity.

The result is a lively podcast, rooted in the region, that lets Brittany be heard through the voices of its inhabitants.

Curious about other collaborations with our customers? Click here to explore all our case studies.

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Immersion: sensory, artistic, experiential

The immersive format is the most ambitious in terms of sound. Here, sound becomes space. The listener is transported. They live a sensory, emotional and sometimes even physical experience.

It's a rare format, but formidably effective. It's ideal if you want to :

• Highlight a place or a profession.
• Take the listener behind the scenes of an event or company.
• Create artistic or museum content.

The success of an immersive podcast depends on sound design. Sound effects, original music, voice spatialization: everything must be thought out as an audio production.

Calliopé has the studio and specialized talent to create these experiences. We have, for example, created immersive podcasts behind the scenes of luxury workshops, in natural environments, or to bring sound archives to life.

Case study: L'Oréal Luxe, sound immersion at the heart of internal commitment

To enrich its internal communications and embody its values (ecology, inclusion, sustainability), L'Oréal Luxe called on Calliopé to design a series of immersive podcasts for employees at the Seine 62 campus.

Each episode takes the form of a sound portrait, built around sincere testimonials from committed employees. The subtle, warm and captivating sound design creates an intimate, sensory listening experience that brings out the human side at the heart of the company. This experiential approach is further enhanced by the special format of the special edition, broadcast during European Waste Reduction Week.

Calliopé transforms the internal podcast into a lively, artistic and deeply emotional space for expression.

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How do you choose the right format?

The key to choice rests on three pillars.

1. The purpose of the podcast.

Do you want to inform, enhance, inspire or convey? Depending on your objective, you'll naturally make the right choice. An HR podcast may be satisfied with interviews. A narrative or cultural ambition will require more advanced writing.

2. Your audience.

Who's listening? What do they expect? Young audiences are keen on immersive experiences. Professionals are often looking for structured information content.

3. Available resources.

An immersive or narrative format requires more time and expertise. Support is recommended, especially for first productions.

You can also combine formats over the course of episodes or seasons, as in the example of "Demi-sel". This choice allows you to renew listeners' interest while maintaining a clear editorial line.

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Calliopé: the right format, made to measure

Since 2019, Calliopé has been helping brands, institutions and local authorities choose the most appropriate format. We never impose solutions. We start with you: your constraints, your ambitions, your tone.

Our methodology is tried and tested:

1. Audit of your ecosystem and audiences.
2. Definition of an editorial and sound angle.
3. Format selection and driver design.
4. Complete production, with high standards.

We master all forms of audio storytelling. Our team includes writers, journalists, directors and sound engineers, all passionate about the power of podcasts.

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Need a unique format to make your brand heard? Contact our experts to lay the foundations for a relevant, original and strategic podcast. Request your free audit here.

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