Case study
SearchLab
Podcast, Thought Leadership, B2B, Brand Media, Search, Content
MentionBox wanted to launch its podcast for a while, without ever taking action. Not for lack of desire, but because the process remained unclear. Socialsky transformed this intention into a concrete project: strategic framing, editorial direction, coaching, setup, capture and post-production, right through to launching a pilot episode in just 6 weeks.
Context
MentionBox is an agency specialized in search, SEO, GEO and visibility on new search interfaces. A firm of experts, passionate about their subject, with a clear ambition: to delve deeply into the major challenges of search with the best profiles in the field.
The podcast therefore made perfect sense. Not just as a simple content format, but as a true thought leadership lever. The idea behind SearchLab: create a space where you can talk search with nuance, current events, ground-level insight and expertise, in a sharp but accessible tone.
The problem is that between "we should launch a podcast" and "the first episode is online," there are far more steps than one might imagine.
Challenge
MentionBox didn't need to be convinced of the podcast. The desire was there. The ambition too.
The real barrier was the complexity of the launch.
What editorial angle to choose? What visual identity to give the format? What tone to adopt? How to think about the setting, the placement of guests, the host's attitude, episode preparation, post-production, the thumbnail, the title, distribution?
In short: everything that turns a good idea into a real media.
Socialsky's challenge was therefore simple to formulate, but demanding to execute: make the process crystal clear, structure each step, and move SearchLab from 0 to pilot episode in record time.
Solution
Socialsky took the project in hand from start to finish.
Ultra-fast strategic framing
In two one-hour meetings and a few complementary exchanges, we laid down the entire backbone of the podcast: editorial angle, voice, visual universe, role of the podcast in MentionBox's ecosystem, format, type of guests and promise to the audience.
A podcast designed to establish expertise
SearchLab was designed as a long-form expert format, with episodes of 45 to 60 minutes, aimed at an audience already sensitive to search challenges: CMOs, marketing profiles, enthusiasts and industry experts. The goal wasn't to make noise. The goal was to build credibility.
Complete support
Socialsky also supported MentionBox through all the concrete parts of the launch: definition of tone of voice, artistic direction and podcast universe, reflection on the physical setup and setting, purchases and implementation, coaching the host Germain to smooth the exchange, episode structure preparation, capture, post-production, assistance in choosing the title, thumbnail and distribution.
Result: MentionBox didn't have to navigate the fog. Every step was framed, explained and executed.
Results
SearchLab proved one thing very quickly: when the framework is clear, launching a podcast can be extremely fast. The first meeting took place on the eve of Christmas and the pilot episode was online 6 weeks later. A podcast moved from 0 to concrete, embodied and distributable format. The pilot episode was launched with José Fernandez, CMO of Ieteren, with very positive feedback on the quality of the setup, image and sound. Encouraging comments came through on YouTube and LinkedIn, on both content and form. MentionBox now has 18 signed episodes, with Socialsky managing capture and post-production, and a proprietary media capable of feeding its credibility, networking and voice in the search universe.
6 semaines
Launch timeframe
18
Signed episodes
45-60 min
Format