What technology stack is YouTube using

OMR Tech Stack: We use these tools and software for podcasts and in marketing

For a few weeks now, we've been asking exciting digital companies about their tech stacks, i.e. the list of technology services they use in their day-to-day business. Because we are asked for exactly such a list from time to time, it's our turn now. What tools do we use to record podcasts for our own and third-party productions? Where do we host the formats? And what software do we actually use to send newsletters? You can read the answers here.

In our “Tech Stack” series, we show which tools companies from the digital industry use and let them explain to us why they have chosen these software solutions. Would you like more information about suitable tools? Then take a look at our software evaluation platform OMR Reviews. And these are the previous tech stacks: Snocks, Rose Bikes, Pepper.com, FREE NOW.

What became clear pretty quickly when we first considered the OMR Tech Stack: We use a lot of tools and software solutions. Many teams work on different products; It is logical that the education team uses completely different services than, for example, the Podstars for the production of currently 65 different podcast formats. And it is also logical that we at OMR also use many very common and well-known tools to communicate and work together on projects across the board.

There is Slack, for example, the tool that is certainly used most frequently on a daily basis. Internal emails are relatively rare. Or Google Drive, which can hardly be dispensed with and which has probably contributed the most value in the past. And of course, numerous basics such as Google Analytics, Google Ads, Facebook Business, Asana and many more are used throughout. But because everyone should know (and use) these services anyway, we limit ourselves to a small selection of software that is used by two teams: Podstars and Marketing.

This is how podcast production works

Constantin Buer

Since we started our own podcast in November 2015, a lot has changed. The Podstars are now on the move as their own company, produce 65 different formats with over 30 employees - and use more professional tools than they did in the early days. “Our hosting platform of choice today is Podigee,” explains Constantin Buer, one of the managing directors. Several factors played an important role in the choice. “It's about technical reliability, of course. We haven't had a single minute of downtime in the three years or so that we've been using Podigee, ”Constantin continues.

The contact to the German-speaking support also works smoothly. “There is nothing like that anywhere else. Overall, it's a very personal relationship. For example, there are no basic packages, but very individual solutions are offered. ”Other, more technical advantages that Podigee offers and which are becoming more and more relevant, especially with a large number of productions, are customizable landing pages and web players as well as an API Interface and the “passthrough” to Spotify. “This enables content to be activated directly on Spotify. Dynamic ad insertion is also possible without any problems. "

A link and the recording starts

Before it can start hosting, of course, it must first be recorded. And since Corona this has mainly been done remotely; but with the right tool, that's no problem either. “We always use Cleanfeed for this. This is absolutely reliable and offers high transfer rates in the very affordable premium version, ”explains Constantin. “The podcast guest doesn't have to install anything. We just send a link and the tool opens in the browser. The recording then runs through us. ”The interface is extremely intuitive and, in principle, cannot be misunderstood.

Regardless of the software, the prerequisite for good recording is of course always a good microphone, which ideally can be connected to the laptop or computer via USB. “You could also use Zoom Premium. Or Zencastr, which is a bit more unstable. An alternative - and always recommended as a backup - is of course for guests to record their own soundtrack and then upload it. "

And what about software programs for editing the recorded podcast episodes, so-called DAW (short for “Digital Audio Workstation”)? "Our production team uses a few tools, depending on the specific application," explains Constantin. Software such as Adobe Audition, Ableton Live, Cubase, Reason, FL Studio, Logic Pro and Pro Tools are regularly used here.

The backbone of marketing

A target group is best addressed where it is already on the move and consumes content. In our case, these are not surprisingly the large social media platforms that probably every publisher uses anyway: Linkedin, Facebook, Twitter, Instagram; we often schedule posts in advance with Hootsuite. In order not to be dependent on traditionally decreasing organic reach, a lot of content still receives a little ad budget with the help of the respective advertising managers of the platforms.

Isabelle Meuth

The most important overall channel, however, is likely to be the newsletter. Mailchimp is still occasionally used as an email marketing tool, but Active Campaign has now established itself as the main tool. “This makes it pretty easy to segment subscribers and create audiences. With the amount of different content for sometimes very different target groups, this is very relevant for us, ”explains Isabelle Meuth, Head of Digital Products & Marketing at OMR. Individual landing pages for the individual products can also be built simply by "drag and drop"; Forms created with Active Campaign can be integrated into websites with little effort. But two other, elementary factors are almost even more important for Isabelle: “The reports are simply good and show what you really want to know about the performance of newsletters. And with many different automation options, you can really save time. The functions are incredibly large compared to other email marketing tools. "

Push it to the browser

In comparison to newsletters, a significantly smaller, but still exciting channel for bringing content to the target group is push notifications in the browser. "Today, an extremely large number of websites have built-in tools," says Isabelle. “We just wanted to try it out at the end of 2017 and are still using it today. We use the solution from Accengage, which Airship bought at the beginning of 2019. "The" first mover advantage "and corresponding above-average conversions no longer exist due to the widespread use of push notification tools, for whom it is relatively However, it can still be a helpful lever if there is little effort to write the short messages.

The software, which has now become the most indispensable for Isa and her team, does not have anything to do with marketing, but as a "data hub" it can contribute to a wide variety of topics: Airtable. "This enables all possible data, including photos and PDF files, to be clearly recorded and displayed, which in turn can be used to create APIs for landing pages, for example," explains Isabelle. “We have already automated quite a few manual and complicated processes, some of which previously even triggered tech efforts for us.

Speaking of automations: When Jens Bohse, a colleague from Business Development and currently on the road at OMR Reviews, discovered the exchange about tools at Slack, he only wrote: "Then we definitely have to call Zapier for short." Some campaigns for OMR Reviews would work fine at the moment, largely thanks to the software. “Zapier is a no-code tool. You can automate processes completely without any programming knowledge ”, says Jens. "The greatest added value, however, is that it can be linked to all other common tools - for example also with Active Campaign for our newsletters." Daily, often simply time-consuming tasks can thus be automated and personnel costs can be minimized.

OMR uses these tools among others