mCorp
mcorp podcast
The Challenge
To attract new traffic to the mCorp website by providing independent advice on financial planning, property investments and shares.
mCorp are financial, property and investment advisors based in Melbourne, Australia.
The Solution
We decided that a regular podcast was the perfect solution for mCorp. Branded “mCorp News”, the podcast would be produced at broadcast quality using professional voice over artists, unique music and short promotional sweepers featuring mCorp products. These elements would give the listener all the familiarity of a radio show, building trust in the mCorp brand and enticing the listener to come back for regular updates.
The script would be developed after extensive keyword research to provide users with exactly the kind of information they are searching for. A text transcript of the podcast would also be posted on the website to improve search engine results.
We established that the podcast would not be a product showcase or company newsletter, but rather a series of informative episodes providing independent advice in all four key areas of the business, sponsored by mCorp products.
“mCorp news” would be available on the mCorp website and also via an RSS feed, allowing listeners to subscribe and automatically be notified of every new episode. Each episode of “mCorp News” would be delivered as a master file of around 9 minutes as well as individual chapters of around 1.5 - 2 minutes for convenient downloading to MP3 players and mobile phones. This would allow the listener to digest the information at home, at work or on public transport.
Ultimately, “mCorp News” would provide the end user with sound, independent investment advice from experienced professionals in the comfort of their own home, without any sales pressure.
The Process
As always, the most important part of the process was developing a script. The client provided content which we then moulded into shape taking into consideration time constraints and “listenability”; that is, how easy the script is to digest when spoken aloud.
Once the script was approved, we cast a voice over presenter, a promo voice artist and composed some unique music to reflect the “mCorp News” brand.
Then, using our in-house recording facilites, producers and audio engineers, we recorded and edited the first episode of “mCorp News”. The finished product was delivered as high quality MP3’s to the client along with a text transcript for inclusion on their website.
The Results
Below is an abridged version of “mCorp News” including the introduction music, voice over presenter, promotional sweeper and closing music.
“mCorp News” - abridged version
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