Podcasts as part of corporate communications
The podcast boom isn’t over and there’s life in the old dog yet. Here’s what you as a brand should know before you produce a podcast.
Many had already pronounced the channel dead after the podcast boom of recent years. But the fact is that for more and more people podcasts are part of their everyday life. A 2020 study by Goldmedia and Podigee found that more than 10 million Germans over the age of 14 actively listen to podcasts, and more than 4 million even listen to at least one episode every day.
But it is not only podcasts from independent content producers that are of interest to users; corporate podcasts, i.e. podcasts from brands and companies, are also becoming increasingly popular with listeners. One big difference between the two podcast formats: For a corporate podcast to be successful, it must always have added value for consumers. Even if this means that the brand name and product have to take a back seat. A well-known positive example is the „From A to B with Fynn Kliemann“ podcast from FREE NOW. In the podcast, host Fynn Kliemann talks to friends and acquaintances about how they get from A to B. The main focus is on the product. It’s primarily about „being curious, wanting to know, being inventive, mobility, wanderlust and being a homebody“. In conversation, the podcast host elicits from his guests „the best stories about getting from A to B, stopping off in C and spending the best day of your life with D“. The FREE NOW brand is always just the sender but never the subject of the podcast, and yet the successful format strengthens the brand and increases its awareness.
Produce a podcast
After finding the right content for the target group, future podcast producers need to invest in the right technology. Podcast microphones and headphones for recording as well as editing programs can now be bought for little money or, in the latter case, can even be found for free on the Internet. At this point, the choice of host is also important: either your own employees can act as moderators or a prominent speaker can be engaged.
Distribute your Podcast
Ultimately, the only question that remains is how the podcast reaches the right target group. In order to reach as large an intersection as possible, the podcast episodes should be published on all common podcast platforms. Uploading the episodes individually to Spotify, Apple Podcasts, Google Podcasts, Deezer and so on takes some time. That’s why it’s worth getting a technical partner on your side here who can take care of distributing the audio or video content quickly and easily. With 3Q’s services, podcasts can be created from any list of audio or video content and then transferred to any podcast provider with just a few clicks. Meta-data updates can also be automated with 3Q so that all podcast platforms can be updated automatically and without delays. With our nexx product line, we are an official partner of Spotify, so that through the CMS, OMNIA, new podcasts can be created directly in the platform of the music streaming provider. nexxPLAY (the player from nexx) offers listeners the option of a subscription to the respective target platform when playing podcasts and audio content. In order to find out how one’s own podcast is received by the listeners, analyses of all podcast providers can be generated and evaluated in real time with 3Q.
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