Vienna / Graz (A) “More hearing for your brand” promised the latest digital innovation session by Cope – Ali Mahlodji, Livia Dandrea-Böhm (A1) and Nicola Dietrich (Cope) impressively demonstrated how diverse and exciting the world of corporate podcasts can be.
With the Digital Innovation Sesssion, Cope Content Performance Group (COPE) supports companies in their digital transformation. More than 100 guests were virtually there when Cope, in cooperation with Ali Mahlodji and A1, carried out the latest edition of the digital live event on Wednesday, May 12, 2021. Moderated by COPE Managing Director Xenia Daum, they explained why company podcasts have to be given at least 6 months to “work”, what the young, affluent target group expects in terms of audio and that it does not work without a traditional application even if one interviewed the Federal President in a podcast.
Ali Mahlodji, Entrepreneur, Mentor & Opinion Leader, gave insights into his learnings from the production of his own podcast “The Ali Mahlodji Show” and presented conclusions on how companies can successfully produce their corporate podcast. The intention behind the podcast plays an essential role: “Companies have to think about what added value they want to create with a podcast. For me, it was important that I give people confidence in the future again in times of Corona and offer them real conversations What concerns your target group? What are the hopes and dreams of the people you want to reach? There must also be a value match between the topics discussed and the company – this is the only way to ensure that the content is authentic! “.
There were also tips on production: the better the preparation, the more spontaneous the conversation can be. And to generate reach for his podcast in his target group, Mahlodji relies on video snippets, which he uses, for example, on his social media channels.
“It’s a constant learning process and we want to improve step by step,” emphasized Livia Dandrea-Böhm, Head of External Communication and A1 Company Spokesperson, and presented her new company podcast “#ConnectLife – the A1 podcast”: “With our podcast we would like to give our customers a look behind the scenes at A1 and provide exciting insights from the world of We would also like to network with them and offer a wide range of topics. There should be something for everyone “.
Internally, setting up the corporate podcast was a process. An awareness and realistic expectations had to be created within the team. Dandrea-Böhm sees advantages in corporate podcasts above all in the fact that they have a long lifespan, that the listeners are intensely preoccupied with the brand and that A1 brings them closer to the customers.
Finally explained Nicola Dietrich, Chief Strategy Officer at Cope, explains why corporate podcasts are a treasure trove of content in companies: “In the mix of formats, corporate podcasts are a real treasure trove of content, as content such as transcripts, articles, photos and quotes can be reused. When produced and recycled cleanly, they are among the most efficient formats in content production and offer a lot of potential. ” Dietrich also made it clear that corporate podcasts have to be “human”. These don’t have to be perfect.
It is essential to convey topics that provide topics for discussion and give the audience an advantage. One of the most important KPIs, besides downloads and streams, is the listening time for Dietrich. If 60 percent of the listeners have heard three quarters of the episode, this can be counted as a success.
All speakers agreed on the topic of perseverance: A corporate podcast needs at least six months to be successful. Due to the added value that people spend between 20 to 60 minutes on their own brand, it definitely pays off.
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