Why use Podcasting?

So what is podcasting?  It sounds like another potential marketing channel, right. It's a method of audio broadcasting via the internet, okay. So any entrepreneur or company could create audio programs and allow people to download, listen and subscribe to them very easily, sounds fun.

I've seen soundcloud posts embedded in wordpress, for a long time. Presumably you can speak competently on your industry and what you do, right, so why not host a podcast series?

While mobile devices are fuelling a huge jump in video content, especially micro-videos. Podcasting is becoming mainstream and will continue to grow fueled by mobile, as information noise continues to haunt us all. I mean, just think about it, how many people do you witness in a given day on their mobile phones who have headphones plugged in? A certain % of those could be listening to audio books and podcasts.

Why does podcasting excite me:

• A good way to develop verbal skills and persuasion (audio blogging)
• It's relaxing
• It's time convenient & time efficient 
• It's motivational
• A lot of Podcasting skills are soft skills that will translate to video content creation
• Who needs the radio anyhow?
• Make your round-trip commute something to look forwards to!

Most podcasts are free, so think of it as a more intimate form of user generated content. Think of it as a powerful potential marketing platform if you build your business around consulting of some kind.

• 35% of North American have listened to at least one
• Think of it as audio books on steroids (more variety)
• Sure to increase quickly with mobile devices
• Can be easily shared on social media

Why do People Tune into a Podcast

• They are busier and tired of the information "noise" of channel proliferation
• They are on the go and mobile addicted
• They want information with a personal touch
• They follow podcasts of industry leaders in their field
• Simple and cost effective high ROI channel for marketers!
• Can range from 1 minute to 2 hours
• Can be part of an Educational Series

We'll go into top marketing Podcasts and best hosting sites another time, but if you are up to producing one, this may help:

• Expect 51% of audience to tune in while on the go
• Consider submitting them to iTunes
• Expect 46% of people to listen on their computers, most will be multi-tasking
• Podcasts are said to have a 26% of Ear time (2014!) beating out owned music (CDs, digital music files, etc.). While this is hard to believe, it's going to rival if not eclipse AM/FM radio on most mobile devices.
• Think about it, if there are 50+ million active logs on the internet, Podcasting is like pioneer grounds in comparison and with a mobile-targeted audience.

Equipment Relevant to Podcasting

• Microphone or Headset
• Audio recording and editing software
• Software and tools to add music/effects to podcasts
• Podcasting Web-hosting company

Where to go Next:

• Ted Talks Audio 

• Social Pros brands itself as "podcasts for real people doing real work in social media."  What I like about this is the idea that your own employees can and should be your greatest social channel assets.  2.

• The Web Psychologist 

• Digital Marketing Podcast 

• Social Media White Noise 

How to write an Intro to a Podcast

Some conventions in the field include:

• Audio layer (a second layer to make it sound more distinct)
• Your name
• Podcast tags & description
• Episode name, what you will cover
• Sponsors (if any)
• Content

Conclusion

I hope I have wetted your appetite to listen if not create podcasts and audio blogs, it's really simple and not something you'll have to learn much to actually do. If your company hasn't thought of this, maybe create a demo for them. Think of it as user generated content 2.0. 

Comment  

In your experience now, could podcasting be:

• A good way to increase Conversions? Why or why not?
• Help position you as a Thought leader or at least a knowledge authority or knowledge enthusiast in your field?
• Could it help your consulting business?
• Could it boost engagement with existing clients and be integrated in your corporate blog?
• Do you have the courage to start?

That's all folks.