3 Years of Podcast and Digital Communication Strategy
Successes, Learnings, and Benefits of the Project
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Three years ago, the big question was:
How should the LSG2G project proceed since lockdowns made real-life events impossible?
The answer was:
Let’s create a digital podcast.
It started with simply pressing the recording button in March 2020 during a side event to the virtual bio. It was a panel discussion at the RESI conference.
Afterward, I kept improving the format and added one feature after the other to make the most use of the digital world for the speakers at the podcast.
After 3 years, we have
90 Episodes streamed a webinar, live on 30+ podcast platforms, youtube, Facebook, and Linkedin
25 more episodes in post-production and preparation
Increased the organic audience to 9,000+ people, and 70,000+ with optional mediapartners
50% of the audience is in Europe, 40% in North America, and 10% Rest of the World.
What are the 3 main benefits of the podcast?
The big question always is:
In what way does it help the speaker’s organization?
Here are the 3 main benefits of the podcast project, which is a social media communication strategy:
Reach: In November 2022, the podcast has a reach of 9,000+ investors, entrepreneurs, and thought leaders with the newsletter, podcast platforms, and other social media channels.
Targeted campaigns on social media: Since the pandemic, integrated social media like Linkedin, Facebook, Twitter, and Newsletter into the search strategy also in the B2B environment, using clips and quotes from the episode as targeted campaigns help reach the speaker’s targeted audience.
Entry into search engines: The simplest form of using the internet for scouting processes is google. Whenever I ask people what they do when they are interested in a company or product, I hear the answer: Using google or another search engine to get more information. The channels that I use for posting the episode, like Substack, Medium, Youtube, Facebook, Twitter, Instagram, and TikTok, have a high domain authority within the search engines. The content usually shows up in the speaker’s profile.
Social media is here to stay also in the B2B world. Communication and content strategies help to reach the desired targeted group on these channels.
How does the process of the communication strategy work?
The podcast team has 5 steps tied together to bring the maximum value to the speakers and their organizations:
Step 1: Onboarding Process
In the first step, we ensure we capture the marketing messages, key questions, and a catchy title with the speaker. The better we prepare the episode, the better the outcome.
A successful recording starts with grasping the usual sales and marketing questions from the content creation perspective:
What is your company's purpose?
What is your niche?
What is your target audience?
Which results do you create for your target audience?
CTA for the target audience?
Titel and 5–7 preferred questions
What is your core message?
Bio of speaker and headshot
After all, we want to deliver free content to the target audience that helps solve their problems.
On the one hand, the onboarding questions help the team ensure that the speaker and company are presented properly in the post-production promotion of the episode. It also helps to agree on the episode's flow and underlying theme.
Step 2: Live Streaming
The starting point of the podcast was webinars on the Zoom platform in front of an audience.
During the pandemic, social media platforms started emphasizing streaming in their AIs. That’s why I have added live streaming to the offering.
The event page announces the live streaming and is pushed to the target audience by the AIs frequently before the recording.
Once the live stream starts, followers of the page get a signal that the page is now live.
The result of the live stream gets an excellent ranking in search engines - especially from Facebook and youtube channels when the channels have amassed significant views.
It is the first round of content creation to help amplify the speaker’s voice and brand on social media.
The streams usually get a few thousand views and minutes of watch time on our social media channels.
Since I have invested in streaming on multiple social media platforms simultaneously we can now offer to stream on:
The speaker can share the content to their social media profiles after the stream ends.
Step 2.1: Television Studio or Recording at the Speakers Company
During the pandemic, we started with Zoom. We have contracted a Television studio in Vienna for speakers who want the highest recording quality.
The contract team is also proficient in producing image videos for companies and documentaries for television.
We can use this competence to record the episode at the offices of the speaker and create image material in the post-production process based on the recorded material.
Step 3: Post Production
This is where the magic happens, and each hour of streaming gets another 4-8 hours of post-production.
What is the work process in this area:
Brushing up Audio: To maximize the listening experience, the team makes sure that the audio quality is improved. We use Adobe Premiere Pro.
Timestamps: The quality of the description matters for search engines. The better the description with details about the episode, the more often the episode will appear in the right search queries.
Quotes: The same logic. The team adds 5-10 key quotes to the description to improve the context in the search engines.
A PDF carousel and pix for quotes: It maximizes the reach in social media when the post gets a creative carousel with the most important quotes from the episode. Here is how it looks like Link
Clips: These are trailers to the episodes optimized for 30-60 sec shorts and 2-5 minute clips. It is the content for the targeted campaigns on social media.
Articles: Since we got the content captured in audio and video, our creative collaboration partners are happy to sit down and produce articles to post on well-established platforms like medium, podcastnotes.org, and labiotech.eu
Step 4: The Gary Vaynerchuk Content Strategy
Social Media is a numbers game. The quantity of postings matters. That’s why we create
5 Live Streams
Long-form audio content for podcast platforms
Long-form video content for video platforms like Youtube or Facebook
5-10 Quote Pictures for Linkedin, Pinterest, Twitter and
5-10 Video Clips for all social media channels
The team posts the quotes and clips frequently on all social media platforms.
Budgets speakers or partners of the podcast provide we use to increase the reach on the social media platforms.
Paid targeted campaigns to help to reach the desired target audience in their news feeds.
We can create 50-200 posts from the produced content in the 3-12 months after the recording. We can also post on the channels of the speaker’s organization.
Taking all activities together, each episode gets a few thousand downloads/views on all social media platforms with high accuracy in the target audience.
What is the future of the project?
Mark Zuckerberg promotes the term The Metaverse.
Since I am an avid gamer in the 80s/90s, I can tell that the concept of people interacting in virtual worlds is an old one that dates back to when the internet started.
The only new development is that today’s tools make these concepts reach the mainstream.
We are at the forefront and integrate novel technology in the content process on the go.
We help speakers create audio and video to improve their appearance on search engines and social media.
Producing online content also documents the development of the speakers and their companies.
We help our speakers to sharpen their voice and message and get proficient in presenting their ideas in video and audio.
Great, what are the use cases?
4 Usecases for 2023
A companion to press releases: Every time you want to say something to the world in a press release, we can turn the written content into audio and video content with you. Publishing it on social media as a targeted campaign in an established format helps increase the reach of both your press release and the companion audio and video content.
A pitching companion: Whenever you want to reach out to investors or the industry, you can be sure that one thing happens since 2020: They use search engines and AI to get more information about you, your team, and your organization. Wouldn’t it be nice to have plenty of content already fed into the search engines to ensure that what they get is in line with your overall storytelling arch? Our strategy helps
Documentation of your successes and challenges: The early interviews of Jeff Bezos, Steve Jobs, and Elon Musk are valuable resources for future entrepreneurs. In his book The Founders, Jimmy Soni did exactly that: Researching the early days of Paypals Founders. Produce your own documentation with our communication strategy to have valuable content to reflect on once you create your success story.
Partner: As a partner, we promote your company beyond a podcast episode. An add as a preroll to every episode on podcast platforms and cheerleading your organization at conferences helps boost your brand awareness.
Are you curious now? Get on a call to talk about details and budget to get your message out there:
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2 Podcasts from this week:
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Why Technology Still Matters with Marc Andreessen
1 Youtube Takeaway from this week
Books I am reading this week
NAMED A BEST BOOK OF 2022 BY THE NEW YORKER
National Bestseller * New York Times Editors’ Choice * Financial Times “Books to Read in 2022”
“A gripping account of PayPal’s origins and a vivid portrait of the geeks and contrarians who made its meteoric rise possible” (The Wall Street Journal)—including Elon Musk, Amy Rowe Klement, Peter Thiel, Julie Anderson, Max Levchin, Reid Hoffman, and many others whose stories have never been shared.
Today, PayPal’s founders and earliest employees are considered the technology industry’s most powerful network. Since leaving PayPal, they have formed, funded, and advised the leading companies of our era, including Tesla, Facebook, YouTube, SpaceX, Yelp, Palantir, and LinkedIn, among many others. As a group, they have driven twenty-first-century innovation and entrepreneurship. Their names stir passions; they’re as controversial as they are admired.
Yet for all their influence, the story of where they first started has gone largely untold. Before igniting the commercial space race or jumpstarting social media’s rise, they were the unknown creators of a scrappy online payments start-up called PayPal. In building what became one of the world’s foremost companies, they faced bruising competition, internal strife, the emergence of widespread online fraud, and the devastating dot-com bust of the 2000s. Their success was anything but certain.
In The Founders: The Story of PayPal and the Entrepreneurs Who Shaped Silicon Valley, award-winning author and biographer Jimmy Soni explores PayPal’s turbulent early days. With hundreds of interviews and unprecedented access to thousands of pages of internal material, he shows how the seeds of so much of what shapes our world today—fast-scaling digital start-ups, cashless currency concepts, mobile money transfer—were planted two decades ago. He also reveals the stories of countless individuals who were left out of the front-page features and banner headlines but who were central to PayPal’s success.
Described as “an intensely magnetic chronicle” (The New York Times) and “engrossing” (Business Insider), The Founders is a story of iteration and inventiveness—the products of which have cast a long and powerful shadow over modern life. This narrative illustrates how this rare assemblage of talent came to work together and how their collaboration changed our world forever.
The Founders: The Story of Paypal and the Entrepreneurs Who Shaped Silicon Valley
Best Quote from this week
“One man with conviction will overwhelm a hundred who have only opinions.”
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