How to Write a Podcast Script [With Examples & Template] in 2024

What do Serial, Freaknomoics, and The Daily all have in common? Besides being exceptionally well-crafted, top-rated podcasts, they all work within the confines of a script.

Whether you have an interview podcast, deep-dive narrative, ad-libbed commentary, or branded audio drama– behind every great podcast lies a well-written script. Why? Because no matter your podcast format, scripts are a vital link in the podcast production chain. 

Scripts can help prepare you for your recording sessions, they can also keep hosts focused, and create consistency across all your episodes.  

But not everyone is a professional scriptwriter– and we understand that. So, here's an in-depth overview of how to write a podcast script.

Why is a Podcast Script Important?

Most podcasters think of a script for a podcast as something resembling a play or movie script. Reams of text with every single word carefully planned and thought out. That's why so many podcasters shy away from scripting a show. And, that's why it's so important how to actually write a podcast script.

Most brands don't have the time or manpower to map out each episode in such depth. Besides, don't scripts prevent free-flowing conversations? Won't having a script for a podcast rob a host of any form of personality and essentially sound monotone and rigid?

Well, no. 

Remember, a podcast script doesn't need to be word-for-word (although that may be a great starting point for beginners). It's a creative free-for-all that can contain as much or as little as you need in order to voice your messaging and content in a way that suits your brand.

Think about them as an aid to make life easier, not a redundant chore. 

• Scripts allow you to get really creative.

• Scripts free the mind and reduce recording anxiety.

• Scripts help prevent tangents, rambling or extended pauses.

• Scripts allow for collaboration and guidance throughout the production process.

"Not only is it good for you and your guest, but also if you're outsourcing any other post-production to other editors," explains Lower Street producer Ryan Sutton. "It's great for them to see what your vision is on paper and get that across in the audio."

"Scripts are another way to prepare and another way to take the stress out of things. There's enough to worry about when you're recording. I don’t want to be improvising my lines when it comes to record. Depending on the show and the organization, there might be a review process, there might be engineers or co-hosts or guests and I don’t want to waste their time. 

- Andrew Ganem

How to Write a Podcast Script - Template

So, how to write a podcast script? Start planning, with a bird's eye view of your episode's script. To do that, you need to get some basic structuring. The podcast script template below provides you with the bare bones to flesh out your podcast topics, intro & outro layout, transitions, segment duration, talking points, and sponsorship messages. Think of it like a drum beat, setting the pace for an episode. 

If you are interviewing a guest, replace the topic segments with a bullet-pointed questions list.

PODCAST SCRIPT TEMPLATE:

# 1 Introduction: Set your episode up. Include the show's name, who you are, who your show is for, your episode's theme, etc.

# 2 Intro Music/sound effects

# 3 Guest Bio/ explanation of what's in store

# 4 Topic 1 or Guest Questions [Duration____ ]

              *  Main point

              *  Supporting point

              *  Supporting data or report

              *  Supporting quote or audio snippet

# 5 Segue: Sound effect, change in speaker, sponsor ad/message, short clip, or musical sting]

# 4 Topic 2 or Guest Questions [Duration ____ ]

               * Main point

               * Supporting point

               * Supporting data or report

               * Supporting quote or audio snippet

# 6 Sponsor message:

#7 Topic 3 or Guest Questions [Duration ____ ]

               * Main point

               * Supporting point

               * Supporting data or report

               * Supporting quote or audio snippet

# 8 Segue: Sound effect, change in speaker, sponsor ad/message, short clip, or musical sting]

# 9 Outro: Include a recap, thank listeners, tease the next episode, production credits, etc.

# 10 Call to action: Ask listeners to rate, review and subscribe, visit your website, etc.

# 11 Sponsor message

# 12 Outro music/sound effects

This list may seem simple, but it shows you how to write a podcast script step by step. Before throwing yourself at the content, you want to see the rhythm.

Which Style Script for Podcasts Will Work for You?

Format is the structural backbone of any show and is often the driver for all other creative decisions related to podcast content. Understanding your podcast's format can significantly influence how you approach a script. 

Say you're developing an interview podcast. More than likely, you won't be relying on pre-written scripts. Instead, you may enjoy the freedom of riffing with your guest from subjects pulled from a bullet-pointed list. 

But, if you're creating a digital marketing podcast that utilizes a substantial amount of sound design, and relies on the input of multiple speakers and interviews, having a well-written script is essential. 
While we're not in the business of pigeonholing things, some common podcast formats require different levels of scripting. Here's how to write a podcast script for various formats.

1. Interview: Interview-style podcasts typically have hosts or co-hosts who interview a guest. These shows are often lightly scripted, with the host using headers, questions, and bullet-pointed notes as guides. Intros, outros, and ads/sponsorship messages are often partially, if not, fully scripted.

2. Scripted fiction: Scripted Fiction podcasts are audio-only theatrical productions. As you can imagine, this kind of show is usually a fully-scripted production, with little room for improvisation. The scripting process can be long and heavily production-focused.

3. Monologue: A single individual produces a monologue or solo podcast (solo-cast). This format usually suits experts in a particular field; narrative storytellers, comedians, news reporters, or anchors. Monologues are usually fully scripted or at the very least have well-constructed scripted segments or written prompts.

4. Narrative: A popular format is the narrative podcast style. These shows often require a lot of sound design, including scripted voiceover, sound effects, music, and interviews.

5. Conversational: A host or a panel of hosts engage in entertaining or informative conversations on a specific topic. Scripts are often incredibly light and usually consist of a few notes or headers for prompts.

Option 1: The Word-For-Word Podcast Script Example

It's a simple premise; what's written down is what the host will say. The reason many podcasters might choose this method is that it's ideal for new hosts who don't yet feel comfortable ad-libbing. Or, those who haven't established a good microphone technique yet.

Why a word-for-word podcast script is great:

• It almost guarantees that you'll cover everything you need

• Ensures fewer mistakes– making post-production life much simpler.

• Word-for-word scripts can help map out how much time gets spent with each guest and subject.

• They give you a lot of control. 

• Ideal if you want to be deliberate about what you are saying, primarily if you are covering a topic that is sensitive or technical

 "It can be more productive and safer to stick to a script rather than have to do damage control on the back end," explains producer, Elizabeth Amos. 

But reading from a word-for-word script is a difficult talent to master– nobody wants to sound robotic and lacking emotion. "This is a very challenging skill as a host," points out Lower Street producer, Erin MacIndoe Sproule. "It's not something that you can just pick up one day and be perfect at it. Some people may have a more natural affinity than others, or who have been training for this in various ways." 

Listeners want to engage with their podcast hosts, and a monotone voiceover can seriously disengage an audience, so write as you speak.

Option 2: The Planned Podcast Script - An Example

For podcasters who need the structure of a script but don't want every word written down, a planned podcast script or an outline can provide an outline that helps to form an episode. Our brains are noisy places. When you create a podcast outline, you are mapping out your initial podcast ideas before adding a more in-depth structure. Podcast outlines rely less on detail and more on simple prompts.

Podcast Outline Example  - Three-Act Structure

INTRO: Your podcast intro, should hook the audience tease a bit of the rest of the episode, and introduce any guests or important information (more on this below) 

ACT 1 - THE BEGINNING: The first section of your script or the “beginning” of your story.  Include your main points and any necessary drivers (see below).

ACT 2 - THE MIDDLE: The second section of your script or the “middle” of your story. Here’s where you should address the heart of the topic you are talking about.

ACT 3 - THE END: The third section of your script or the “end” of your story. This is where you pull everything together.

OUTRO: This section can be used to tease the next episodes, thank guests and teams, as well as share any last thoughts. 

A short set of section headers will help guide hosts and make sure that they cover all of the main talking points in the episode. Conversational podcasts benefit from this type of format the most because they leave room for the possibility to improvise.

What details can you include in your podcast outline? 

• Host V/O Narration: Voiceover from your host to provide context and transition between different sections. 

• Interview: Audio clip from guests that have been interviewed, which may or may not include audio of the host asking questions. 

• SFX: Sound effects or soundscape, that you have recorded or sourced, that can bring the listener into the environment with you. 

• Music: That can help provide the emotional tone for the piece. 
  

Not every script will include all of these ingredients. It all depends on the flavor you’d like in the podcast you are cooking up.

Option 3: The Ad-Libbed Show - A Flexible Podcast Script

Go in blind- come out laughing. That's the name of the game with ad-libbed podcasts. Or so many people seem to think.
Jokes and chemistry aside, while this format allows for a free flow of conversation, there is often some kind of plan behind the scenes.

"Let's make something clear; ad-libbing is not being unprepared. It's just a different kind of preparation," Andrew continues. "Lots of the best ad-libbed podcasts are hosted by people who have done thousands of hours of improv. Or by co-hosts who have known each other for decades and have that amount of time to develop a rapport." 

Every podcast episode needs some structure; a beginning, middle, and end. So if you're not thrilled by the thought of constructing the Romanesque pillars of a full podcast script, then at the very least, put a couple of tent poles in place. So how to write a podcast script when ad-libbing? Use headers that represent themes or topics within the episode. Follow them up with bullet points, similar to a podcast outline. These can act as prompts and reminders of where you're going. 

Going rogue isn't for everyone, but ad-libbed podcasts are ideal for generating engaging content, especially if you know your subject well.

How to Write a Podcast Script

Try to look at the big picture of your show before getting granular with each word of your podcast script. What elements of your script will make the listening experience feel consistent for your listeners, episode to episode? Will your podcast be fully scripted, ad-libbed, or somewhere in between? 

For podcasting beginners and old hands alike, every host should prepare some kind of outline or script for a podcast ahead of time to ensure they hit all intended talking points.

Tips for Writing a Great Podcast Script

While the bulk of a podcast script is designed to lay out the main topics and ideas within an episode, the content can vary wildly depending on your format and desired effect. For example, a narrative podcast usually relies on scripting, with voiceover segments taking precedence. 

However, an interview podcast with one or more guests will most likely contain a list of interview questions rather than a full script. Regardless of your format, here are some points to keep in mind:

# 1 Write as You Speak: 

Be yourself. Write a script for your podcast script according to how you would naturally speak. To avoid making your recording sound rigid or robotic, you may need to ask yourself a few questions: What dialect do you or your speaker use? Are there words or phrases that would make the tone more natural? Do you need to use academic or more casual language when talking about your topic?

READ your script out loud! The way we write and the way we talk are often very different. So say your ideas aloud before writing them down to ensure your script reflects your speaking pattern and maintains a natural flow.

If you're writing a podcast script for someone else, there are a few things to keep in mind. Where are they from? Who are they communicating with? What kind of dialect do they use? 

# 2 Keep Things Simple and to the Point

A script should lay the foundation for how your recording should sound and how you approach a topic. When writing an episode script, try and keep it to the point as much as possible.

"Keep it simple," mentions Andrew. "Don't have complex sentences with a lot of clauses. They're harder to say as a host, and harder to follow as a listener. More words aren’t always better." Simple language is much better than bombarding listeners with a lecture. By keeping things simple, you can better understand your podcast's central message. 

Include the details you need to expand upon during the recording and bin the fluff and filler.

# 3 Research Your Topic(s)

No one wants to sound foolish or misinformed. Proper research is essential for scripting a successful podcast. Sometimes, good research can take just as long as the scripting itself in many instances. 

But, having all the facts and information available helps refine the supporting points for your main topic and provides greater insight into your audience's needs, pain points, and challenges.

# 4 Know Who You Are Speaking To

You need to always have the audience on your mind during podcast scripting. Who are you speaking to? Does your audience know a great deal about your main topic? Or are you introducing a completely new angle to an idea? Should the tone be light, or should it aim to be more serious or academic? 

The more you understand your audience, the easier it is to provide solutions and information while cementing yourself as a valuable resource.

# 5 Leave Room for Improvisation

Improvisation may appear challenging, especially for first-time podcasters, but it's a great way to add a natural tone to a script. The primary step is to take the time to prepare for your initial recording. The more you prepare and research for a podcast topic, the more comfortable you'll be when providing supporting information and detail during a recording.

Remember that podcasting isn't live radio. Anything that doesn't work can be edited out in post-production. 

The Hook: Always Have an Intro

To tune in or not tune in?- that's the question. Podcast episodes lose between 20 to 35 percent of listeners within the first five minutes. Listeners are often quick to judge and decide whether to commit to an episode within those first few critical moments.

"A mediocre episode with a good introduction will almost always perform better than a great episode with a poor intro." - NPR

If you want to avoid being part of the "typical" crowd, you need to hook listeners in from the get-go. An intro explains a podcast's purpose, introduces the host or speakers, and allows listeners to understand what's ahead.

There are no strict rules for your podcast intro except that it should work according to your unique style and format. While some incredible shows might open cold with a short teaser from the episode, others begin with a brief host introduction over music. 

Regardless of your preference, all the best podcast intros are short (30-60 seconds max), unique to each episode, and show listeners who you are, what your podcast is about, and why they should listen. 

Remember you can also have an optional cold open, there’s lots of different ways to get into your intro.

Here are a few quick podcast script templates for engaging intros:

Introducing your podcast script template:

“Hey everybody, this is _______ from _______ and you’re listening to the _______ podcast, episode _____ [name and number] the show that [explain the purpose of your show] _______. 

If you have a guest joining:

“Welcome [guest name] to [podcast name]. She/he/they are here to [their purpose for being on the podcast: provide expertise, answer questions, tell their story, etc.]."

“Today, we're talking about _______ with [guest name], who [outline a few credentials/ successes and explain why your guest is an expert on the topic]. We'll discuss everything there is to know about [the episode topic: include a teaser to hook listeners]. Thanks for joining us, [guest name]!”

Here’s a great, yet simple example of an engaging podcast intro:

Hi! I'm Kate, and this is Ripping Yarns, a podcast for knitters." 

It cuts straight to the point and explains what the podcast is about in just a few beats. 

Keen listeners will invest in a show. This means they will leave feedback, regularly tune in, share episodes, interact with your content, and invest in products and services that are on offer.

Examples of CTA’s in an intro:

"Remember to head on over to the show notes amy.online/352 to grab the template for a pitch email that you can use." - Amy Porterfield

"Make sure you hit subscribe if you haven't already. And, if you'd like to check out my YouTube channel, it's not quite as big as Matt's, but hopefully just as great – you can check it out at YouTube.com/PatFlynn" – Smart Passive Income.

No one likes nasty surprises; that's why some podcasts need to include a disclaimer. Disclaimers can address specific points regarding liability that fall outside your Terms & Conditions agreement; affiliate link usage, medical risks, atypical results, adult content, etc.

Maybe your series is more suited for mature audiences, you're working with an affiliate program, or the opinions stated in the podcast may not reflect those of a network. Then, the intro is the ideal place to add this disclaimer. 

Disclaimer script examples:

A good example is Gimlet's, Where Should We Begin? with Esther Perel. Their intro disclaimer informs listeners that, "None of the guests are ongoing patients of Esther Perel. Each episode of Where Should I Begin is a one-time counseling session. To maintain confidentiality, names and some identifiable characteristics have been removed, but their voices and stories are real."  

"This episode contains subject matter that some audiences may find offensive. Listener discretion is advised."

"The information, opinions, and recommendations presented in this Podcast are for general information only, and any reliance on the information provided in this Podcast is done at your own risk." 

Full Podcast Intro Example:

LawHer, is a brand new podcast from Rankings.io. They're here to shine a light on some of the brightest and boldest women in the legal industry. Here's their podcast intro script template:

INTRO SEQUENCE: [Music] > Cold open > Host voiceover > Guest clip > Welcome >  Introduce the Show > Host Intro > [Music] > Guest introduction > Topics to be covered > [Music fade out]

What's so great about LawHer's intro is that host, Sonya Palmer, breaks down the who, what and why of the episode, setting the scene within a few short minutes.

How To Write a Podcast Outro Script

Statistically, 52% of podcast listeners stay tuned until the end of an episode. While that's a relatively high percentage for the podcasting world, it may beg the question, what about the remaining 48% percent of the episode? Well, you win some and you lose some.

Whether almost half of your listeners continue to listen or not, this doesn't mean that you shouldn't put thought into your podcast outro. 

New audiences often listen to an entire episode to learn more. Passive listeners on their commute may wait for the current episode to end, so it automatically continues to the next and a podcast's outro is the essential icing on the cake.

Your Outro's Goal:

• Convert listeners into subscribers

• Ask for and share listener reviews

• Showcase your social media, website, merchandise, or sponsors

• Credit your collaborators, such as your producer, network, designer, or composer

So, how do you structure a podcast outro script template?

• Thank your listeners, your team, and your guests

• Recap the episode and your thoughts

• Insert your CTA

• Tease the next episode

• Mention any sponsors

Here are a few podcast outro script examples to get thinking:

First a perfect example of how you thank your listeners (and everyone else who helped create the show) from the hosts at Still Processing.

Another example is Interactive Minds: At the end of every single episode, host Louisa Dahl provides a few key action items mentioned within the episode for listeners to try.

CTA example:

“If you enjoyed this episode and you'd like to help support the podcast, please subscribe and leave a rating and review. To stay up to date with [the podcast's name] and get all the behind-the-scenes content, you can follow me on Instagram [@UserName] and on Twitter [@UserName].”

A podcast outro example to mention sponsors:

“Thank you for listening to the MRC Podcast. This podcast has been brought to you by our sponsor ____.”

“Thanks again to our sponsor ___ for sponsoring this show.”

Further Reading: How To Write an Outro

Podcast Outro Script Example: Serial Season One

Since 2017, Serial's first season has garnered more than 300+ million downloads. As Adnan Syed's story came to a show-stopping end, Sarah Koenig's well-constructed outro brought the series home. The script below is a prime example of a great (albeit long-form) outro, especially because she has used most of the touch points mentioned above.

How to Write a Podcast Sponsored Ad

While not all podcasts will need to mention sponsors or include ad scripts, it may be necessary at times to include the name of a sponsor or podcast production company. An advert might appear at the very beginning of an episode, the very end, or somewhere between.

There are two common forms: host-read or scripted. Host read ads are often ad-libbed, giving the host free range to add their creative spin. Scripted ads are where the host reads the ad verbatim from a script.

More prominent brands and businesses will often have a team of copywriters furiously working away and creating a script. This is to ensure that their message is on point. Podcast hosts should read this script verbatim. It's important to become familiar with the script they've sent you. And if possible, try to inject some creative input. If that means collaborating with their team to reach scripting perfection, so be it.

Most of these ads will have some points you need to cover that will be given to you via the brand representative and can come in the form of a few topic bullet points or a full script. Depending on your pre-agreed contract, the lengths vary from 15 seconds to 60 seconds.

 Here are a few podcast script examples that mention a sponsor or production agency:

"From NBI studios, this is Truth and Justice, a crowdsourced investigation in real-time. I'm Bob Ruff."
"Today's episode of ___ is brought to you by our friends at Better Help Online Therapy. [Include an anecdote that includes the brand] Better Help is here to help. [Talk about the product/brand/service and why someone may need it]. 

“Today's episode is brought to you by [sponsor name]. [Sponsor name] is [speak about the benefits of the sponsor's product or service and why the listener should buy it or be interested in it].”

Here’s an example we love: The Bald and the Beautiful. The host speaks naturally and fluidly about the product, creating a realistic narrative around why the brand and the product is so important.

A Podcast-to-Podcast Sponsorship Script

Occasionally, you may be approached by a fellow podcaster to help promote their show. These are referred to as podcast host-read or producer-read ads. In our experience, there is usually an emphasis on "natural-sounding" host-reads rather than fully scripted. 

You'll often receive a form or email containing talking points they want you to touch on. Of course, all sponsors are different in how they format these talking points, but here's the most common scenario:

EXAMPLE:

"We would love the host to give honest opinions based on their experience when listening to a few episodes and use some personal experience prompts in the read, such as:

# Which episode did you listen to?

# What topics were covered that you found interesting?

# Who do you think would enjoy this podcast?

Description: [the podcast's description and host information]

Episode topics : [a bullet-pointed list of episodes and the topics covered, e.g. The trials of starting a new business and what you can do to ensure you're positioned to succeed. Bulletproof business plans, funding options and how to develop relationships with key stakeholders.]

Guests Include: [a bullet-pointed list of the guests and a brief mention of their credentials] 

Call-to-action: Sponsors will often mention their preferred CTA [Listen to brand new episodes of Cadence Bank's "In Good Companies" on Apple Podcasts, Spotify, Stitcher, or wherever you get your podcasts] "

                -------------------------------------------------------

As you can see, there is a lot of scope for improvisation and personality. Sponsors want to tap into your audience, and you are the voice that will help convince them to listen. What that means is, a host-read ad script should reflect how you would normally speak to your listeners.

Scripting a Podcast: Transitions, Segues, and Music

The content and nuances are what sets your podcast apart from others. But a big part of how that content lands with listeners is its delivery. As a species, we can be a very distracted bunch; that's why monotone monologues don't often work in the podcasting world. 

It‘s a producer’s job to make sure that we keep the audience engaged." One way to do that is to incorporate transitions and music to ensure an intriguing tempo to the story. 

When you write a podcast script it's important to note where those transitions are and when your audience will need some help moving from one brain space to the next.  This can be a great help to producers.

You can indicate what kind of transition you need by simply including the notation:

• [Music], 

• [SFX] 

• [Sting] 

• [Voice over / narration]

• [Dog Barking]

Alternatively, you can be more specific depending on your script format. 

• "Cue Intro Song [name of song]" 

• "SFX [type of sound effect]" 

• "Cue [speaker's name] voice-over,"

Transitions are used to indicate a change from one point of the narrative to another and help listeners understand where they are in your episode. These can come in the form of a change in speaker, a music bed, or even sound effects and musical strings. Indicating these within the script, you will have to review the content you've written already and identify where transitions would make the most sense. 

"A good rule of thumb is 30 seconds max of one voice. Transitions also help seamlessly introduce new topics or speakers," says Elise. "Shows like Radiolab or Invisibelia are good examples of pushing the boundaries of engaging sound. 

Write transition phrases or annotations into your podcast script to help listeners move between segments. 

Podcast Script Examples: An Interview Podcast

So how to write a podcast script when the conversation isn’t set? An interview script guides a conversation from A to B without falling into tangents and conversation traps along the way. Interview podcast scripts often require a healthy level of preparation and thought. For example, anyone hosting a podcast interview needs to know what to ask a guest and how to incite a gripping and informative conversation. 

Research your guest and the topics you're going to cover. The deeper you dive during this stage, the more in-depth and appealing your questions will be. 

Don't just look at their academic or career background, "Take a look at other interviews they have done and pieces they have written. Elise notes. "This is a good way to get a sense of what is important to them and what you may want to dig deeper into." 

Script out your podcast by creating a list of questions and interesting talking points to guide you through the conversation.

Before You Record: Script Preparation

Once you have a cohesive script together, you may feel like you're ready to go ahead and record. Nonetheless, you could encounter some difficulties when delivering the material, especially initially. So here are some tips to consider before you hit that record button.

Mark-Ups

We’ve gone over how to write a podcast at a glance, but to really bring your script together, you should include delivery notes. Also referred to as "Mark-ups," these notes help to add a visual cue to the script. You can signify pauses, laughs, dramatic effects, laughs, the phonetic pronunciation of words, and emphasis. These elements add a little life to the text.

Grab your red marker; it's time to annotate! 

Here are some ways you can annotate your script.

#1 Tone: Mention if you should have a note of excitement, authority, anger, or light-heartedness. Tone annotations will help you reset your narrative style for every episode topic.

#2 Underlining: Use to separate ideas, or add emphasis

#3 Pausing: Give yourself room to breathe, or to slow down for effect.

#4 Pronunciation: Sometimes some words just evade us. To make sure you're saying words correctly, provide pronunciation notes. Practice Reading Your Podcast Script

For most beginner podcasters reading from a script can feel unnatural and maybe a little awkward. Finding the right tone without sounding like you're "reading" is hard. The non-professionals amongst us could struggle to do an authentic script reading. 

One way to mitigate this is to practice. "The more you say something, the more you can put into your own voice or change things that are awkward," states Andrew. As your voice warms up and you begin rehearsing a few segments, you'll notice your confidence in the script changes. After a while, you'll find your natural rhythm and cadence. 

Final Thoughts on How To Write a Podcast Script

Understanding how to write a podcast script takes time. It's a lot; we know that. While several details do need careful consideration, hopefully, these tips can help lay the foundations for structuring the right content for your audience.

Working around all these details for each show can seem challenging and sometimes daunting, but it will become much easier in time if you pre-plan and refine your scripts now.

• Effective script writing is one more task within the podcast preparation process. If you're short on time, that's where a podcast service can really help.
  
  A full podcast production service like Lower Street can provide overall support for each episode. Plus, assist in gathering topic ideas, guests, scripting, editing, and even guide you through the script reading process.

Regardless of your podcasting goals, aspirations, or capabilities, having a guide to help you through each step can grow your audience's reach and ultimately provide your listeners with the best content possible.