03
COMPOSING A HIT – HOW TO CREATE HIGHLY RATED PODCASTS
To optimally capture a podcast ’ s potential as a marketing medium , a company has to align on a clearly defined concept . This includes the definition of realistic and quantifiable goals , the selection of a target group ( segment ) and its content preferences , as well as suitable content delivery channels . Along the journey , consistency is key , both in terms of content and brand image as well as with respect to quantifiable metrics such as episode duration or publishing frequency .
A goetzpartners analysis of the most successful , highly rated corporate podcasts on Spotify in Germany in early 2023 reveals that :
• Around half of Germany ’ s most successful corporate podcasts have a duration per episode of more or less 30 minutes ( figure 2 ). While more content appears to be too time-consuming from a listener ’ s perspective , less content appears to be rather unsatisfying and to not deliver on listeners ’ requirement of qualified , indepth information .
• Around half of Germany ’ s most successful corporate podcasts are published on a monthly basis ( figure 2 ). A shorter publication cycle may ( be perceived to ) affect the content quality of single episodes , whereas longer publication cycles prompt an impression of inactivity or low level of commitment from the publishing corporate .
While these metrics are important in understanding listeners ’ requirements and preferences , designing and producing attractive podcast content and delivering it in an entertaining format constitute two additional key success factors . Formats can range from educational discussions or interviews with companies ’ internal and external experts about topics , trends , or products from the company ecosystem to customer stories about using a company ’ s products or tutorials for improving the user experience .
THREE EXAMPLES OF WELL-PERFORMING PODCASTS
Iss so by Edeka
A nutritional expert providing guidance on food-related topics
Avoiding prominent brand placements
Subtly building a fan community around a brand-related topic
Positioning itself as a safe bet in terms of food safety and health
Werkstattgespräche by Hornbach
Interviews with a variety of guests , i . e ., Hornbach customers , on their inspiring DIY projects
Creating customer loyalty via emotional storytelling
Creating impulses for customers ’ future projects and purchases
FIG . 2 DURATION AND FREQUENCY OF CORPORATE PODCASTS
DURATION PER EPISODE < 30 min . Weekly
30 min .
> 30 min .
UPLOAD FREQUENCY
Monthly
Less than monthly
0 % 25 % 50 % 50 % 25 % 0 %
SHARE OF CORPORATE PODCASTS
Average duration per episode and publishing frequency of selected corporate podcasts with a rating of more than 4 / 5 stars on Spotify in January 2023
From KNOW-HOW to WOW
by Bosch
Presenting one of Bosch ’ s innovations and internal research progress
Simultaneously addressing enthusiast engineers without any ( prior ) connection to Bosch and its products , as well as B2B customers , suppliers , and company employees
SUMMARY
MAGNITUDE OF IMPACT
Corporates use podcasts as a new means of subtle , highly effective marketing , thereby creating a booming podcast market with benefits for all stakeholders . If a company is perceived as an expert in a certain subject , the likelihood of retaining existing and attracting potential customers via podcasts is high . Additionally , podcasts are not perceived as a marketing instrument by most listeners but rather as a source of information on a topic of interest .
Nevertheless , there are pitfalls to avoid . Firms need to develop a consistent strategy and concept . Podcast length , upload frequency , content , and format are among the key success factors influencing a podcast ’ s popularity . Especially companies which carefully integrate their value proposition into an overall topic and tell interesting stories instead of promoting products appear to excel . Thus , if created in an entertaining and informative way , corporate podcasts are a great addition to multichannel marketing strategies .
THE AUTHOR
ALEXANDER REITMANN Principal , goetzpartners