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Podcasting: The Underused Marketing Tool with Big Potential

August 2nd, 2010 ::

Jay BerkowitzI recently watched a video (online of course) that featured Jay Berkowitz, CEO of the internet marketing firm Ten Golden Rules.  He was talking about social media, which he is wont to do, and mentioned podcasting as a great online marketing tool simply because it is so underutilized.  I found this bit of information intriguing and decided to blog about podcasting for several reasons. 

  • First, as he pointed out, podcasting is a one way social media tool, unlike Facebook and Twitter (when they are used properly). 
  • Second, there are few competitors so it’s a relatively easy market to dominate once you pick your topic.
  • Third, I am sick and tired of hearing nothing but Facebook and Twitter this, Facebook and Twitter that.  At this point, articles on those social media platforms are redundant and boring. 
  • Fourth, podcasting is a creative medium and can be used in a variety of ways.
  • And fifth, a series of podcasts is a great way to position yourself as a thought leader on a specific topic and can really drive some traffic to your site (and hopefully convert some leads into clients).

 To quote Jay directly:

There are very few podcasts on any topic, but there are now millions of iPhones, iPods and iTouches – 25% of users download podcasts. It is a great way to build a following with an audience looking for this content, very few competitors are podcasting. You could also add the shows to your website.

Now, please forgive me if we have gotten this far and you’re scratching your head wondering what on Earth a podcast is.  It’s an audio broadcast, or, to put it another way, a song with no singing, only talking.  You can listen to it online or download it to listen to on your iPod or other MP3 player. A podcast can be short or long, include one person’s voice or a few people’s, and actually, it could include music if you’re so inclined.

Here’s how you could use a podcast: 

  • Distribute a weekly podcast that includes a secret word or phrase to receive a special discount on a product or service.
  • Create a series of educational podcasts on a specific topic that would be of interest to your target market.
  • Use podcasting for PR and release news in a more personal, immediate way.
  • Advertise new products or services using your most persuasive sales skills. 
  • Replace one blog post a week with a podcast. 

To create a podcast, you need some software.  I’ve certainly listened to podcasts, but I’ve never made one.  Google to the rescue!  A quick search on podcasting software resulted in this nice little list of 2010 Podcast Software Reviews, which is very comprehensive.  Underneath the long chart comparing the features of 10 podcast software programs is a tutorial on what to look for in podcast software.  Good information to have for a newbie. 

I’m curious to know if any of you have used podcasts for marketing purposes, and if they’ve been successful.  Leave a comment and let me know!

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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Posted in Branding, Marketing, small business, social media, Thought Leadership | 13 Comments »

This entry was posted on Monday, August 2nd, 2010 at 8:00 am and is filed under Branding, Marketing, small business, social media, Thought Leadership. You can follow any responses to this entry through the RSS 2.0 feed.

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  • http://analytikainc.com/blog/ John R. Sedivy

    I have never done a podcast, or even listened to one – however your article is making me think of the possibilities. Podcasts definitely seem likely an under served segment and a great way to augment social media and blogging. Do you happen to know if there are generally accepted guidelines for podcasts, for example there are certain guidelines with blogging (such as 250 – 500 word articles, etc.)? Also, do you happen to know what is required to do a podcast (in terms of process and time) in addition to the software? If you pursue this path, and are looking for more blog content, I would be interested in reading more on this topic from a newbie perspective.

  • http://analyticasystemsinc.com/blog/ John R. Sedivy

    I have never done a podcast, or even listened to one – however your article is making me think of the possibilities. Podcasts definitely seem likely an under served segment and a great way to augment social media and blogging. Do you happen to know if there are generally accepted guidelines for podcasts, for example there are certain guidelines with blogging (such as 250 – 500 word articles, etc.)? Also, do you happen to know what is required to do a podcast (in terms of process and time) in addition to the software? If you pursue this path, and are looking for more blog content, I would be interested in reading more on this topic from a newbie perspective.

  • http://analyticasystemsinc.com/blog/ John R. Sedivy

    I have never done a podcast, or even listened to one – however your article is making me think of the possibilities. Podcasts definitely seem likely an under served segment and a great way to augment social media and blogging. Do you happen to know if there are generally accepted guidelines for podcasts, for example there are certain guidelines with blogging (such as 250 – 500 word articles, etc.)? Also, do you happen to know what is required to do a podcast (in terms of process and time) in addition to the software? If you pursue this path, and are looking for more blog content, I would be interested in reading more on this topic from a newbie perspective.

  • Anonymous

    Excellent questions! I have listened to short (2-3 minutes) and long (an hour) podcasts, so there are definitely differences in length out there, though what is ideal depends on the topic and target audience I think. I will do some more research and write a follow-up blog. Thanks so much for your comments.

  • http://analytikainc.com/blog/ John R. Sedivy

    Thanks Monika – This is good to hear and peaks my interest. One of the reasons I had not delved into podcasting is that it seemed a bit overwhelming to develop an hour or two of content on a new medium. Once I have some time available I may experiment and try starting slowly with a series of 2-3 minute podcasts and expanding/adjusting as necessary. I look forward to your follow-up articles and hearing about your results!

  • MCJansen

    Excellent questions! I have listened to short (2-3 minutes) and long (an hour) podcasts, so there are definitely differences in length out there, though what is ideal depends on the topic and target audience I think. I will do some more research and write a follow-up blog. Thanks so much for your comments.

  • MCJansen

    Excellent questions! I have listened to short (2-3 minutes) and long (an hour) podcasts, so there are definitely differences in length out there, though what is ideal depends on the topic and target audience I think. I will do some more research and write a follow-up blog. Thanks so much for your comments.

  • http://analyticasystemsinc.com/blog/ John R. Sedivy

    Thanks Monika – This is good to hear and peaks my interest. One of the reasons I had not delved into podcasting is that it seemed a bit overwhelming to develop an hour or two of content on a new medium. Once I have some time available I may experiment and try starting slowly with a series of 2-3 minute podcasts and expanding/adjusting as necessary. I look forward to your follow-up articles and hearing about your results!

  • http://analyticasystemsinc.com/blog/ John R. Sedivy

    Thanks Monika – This is good to hear and peaks my interest. One of the reasons I had not delved into podcasting is that it seemed a bit overwhelming to develop an hour or two of content on a new medium. Once I have some time available I may experiment and try starting slowly with a series of 2-3 minute podcasts and expanding/adjusting as necessary. I look forward to your follow-up articles and hearing about your results!

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