Now that everyone is blogging, many marketers are looking for new content avenues that can set them apart from the competition. One surprisingly accessible medium that most businesses seem to overlook is podcasting.
Whereas blogging gives you the new-media equivalent of a newspaper column, podcasting fills the function of a radio show. People can't read blog posts when driving, jogging or doing yard work, but they do usually listen to some form of content during those times. With a good podcast, you can give people a service they are looking for.
Sounds Good
To get started with podcasting, you need a way to record and edit your shows. This might seem like a barrier to entry if you are thinking along the lines of a high-definition, recording studio-quality broadcast.
In reality, though, a podcast can be done rather simply and cheaply (or for free). For most types of podcasts, the audio quality needs to be "good" or at least "fair," but not necessarily "great." There is a reason why most talk radio stations are on the AM dial--audio quality for talk programs is not nearly as important as it is for music.
You can create a decent podcast on your own computer by using a relatively inexpensive microphone and free recording and editing software.
Plan Ahead
There is a learning curve involved in podcasting. Compared to writing a blog, there are more things that could potentially go wrong. For instance, though interviews are ideally suited for podcasting, interviewees can sometimes cancel last-minute. So it is important to have a good content calendar and include a back-up plan. You may also want to get a few episodes recorded before you start posting them, so you know how much time you will need to allow for producing each one.
Be Interesting
People will not listen just because your podcast exists; they will listen if it is interesting.
One way to be more interesting is to be more interested. If you are not enthused about the podcast you are creating, why would anyone else be? You don't have to change your brand personality; just showcase the best parts of it.
Also, don't sell. Your podcast will increase sales if it increases your reach, proves your expertise and causes people to feel more connected to your brand. Your goal should be to provide valuable, helpful information, not pitch your products. Infomercials do not make for popular podcasts.
Practice
Unless you do a lot of public speaking, you will probably need to practice. Record yourself speaking and play it back to see if you are clear and easy to understand. Compared to normal conversation, you will want to slow down and put more thought into your cadence and inflection.
Promote
People will need to know your podcast exists in order to subscribe to it. So, after setting up an RSS feed, you will want to submit the feed to directories such as iTunes. You should also work to optimize the description and title tags.
Only two to three percent of marketers currently use podcasting, though a sizable percentage are thinking about adding it to the marketing mix. By creating your own podcasts now, you can differentiate yourself from your competitors and open up a new channel for reaching new customers.
* Image courtesy of freedigitalphotos.net
