We talked to Jürgen Teubenbacher, COO at GoEssential, about the online marketing of videos and podcasts and this is what he said about it.
First of all, how are you and your family doing in these COVID-19 times?
Jürgen Teubenbacher: We are hanging in there, trying to make the best of it. Living in a country with free healthcare for everyone and lots of beautiful nature to go to and recharge in is an incredible privilege that we’re thankful for every day.
Tell us about you, your career, and how you founded GoEssential.
Jürgen Teubenbacher: Our CEO Christian used to mark and comment on the most important parts and chapters of non-fiction books by hand, trying to make it easier to go back to the parts that seemed most significant to him. After the transition to e-books, which became increasingly inconvenient and complicated, the same goes for videos. So he thought – wouldn’t it be helpful if there was a software that summarized the most crucial parts of any kind of content and allowed to access those significant, essential parts quickly and easily? Since there was no such thing, he decided there should be, and founded GoEssential. He told me about it and I thought it was a brilliant idea, having had pretty much the same experience with highlighting important content. We want to revolutionize the way people distribute and consume content.
How does GoEssential innovate?
Jürgen Teubenbacher: We watch and listen closely. We found that’s really the best way to innovate: by paying attention to demands and responding to them.
How the coronavirus pandemic affects your business and how are you coping?
Jürgen Teubenbacher: Since the pandemic hit, almost every part of life has shifted to online mode, making it even harder to work through the increasing amount of content coming our way. So we feel our software is even more helpful now – there’s no need to sit through an entire hour of an online lecture when I’m not sure the content is really for me. With GoEssential, you can simply choose the essence and watch what the whole video is about in a few minutes. If there is a specific part in that video that I would like to rewatch or share, I can do that in one click. It just saves a lot of time for the user and helps the producer to really make a lot more of their content than just putting it online and then leaving it there untouched.
Did you have to make difficult choices and what are the lessons learned?
Jürgen Teubenbacher: The most difficult choices are always the ones you haven’t made yet. We always strive to improve, and I guess one of the more difficult parts is knowing when a product is great the way it is and what seems like further improvements might not be that but just making it more complicated. But that’s something that every person in any tech- or IT-related business has to learn eventually.
What specific tools, software, and management skills are you using to navigate this crisis?
Jürgen Teubenbacher: Since our entire team has always been located in different cities and countries, remote work is not new to us. We are used to meet and discuss things via video calls and use online project management tools and we’ve always worked well with them. They might take some getting used to but in the end, our workflow hasn’t really changed.
Who are your competitors? And how do you plan to stay in the game?
Jürgen Teubenbacher: I strongly believe that our software is what’s going to make all the difference in the future, and yes, other people and companies are starting to realize it too. We’re quite a few steps ahead though because we started a while ago and have had time to review and improve, using a combination of a smart AI and clever employees to be able to provide the perfect solution for our customers.
Your final thoughts?
Jürgen Teubenbacher: We’re excited to help businesses and people distribute their content in a more effective way, not only but especially in these challenging times. Contact us on our website for more info, we’ll be glad to find the very best solution for you!
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