Podcast Killed The Video Star

These are the days where we are all cash-rich and time-poor. The days where multi-tasking is not a skill but an expectation or perhaps even an innate ability, and the days where technology is no longer for the geeks. These are the days where consumers can only be reached when and where they want to be reached.

These are the days of business podcasts.

So what are podcasts? In layman's terms, podcasts are audio or visual digital media files available for downloading via the internet. Podcatchers are software programs (like iTunes), that have the ability to track new releases in the series and download and store them automatically for your later use at your convenience.

To really simplify things, think of podcasting like taping your favourite television show, but available to view everywhere and anywhere.

Podcasting For Business

Business podcasts hold a unique appeal for marketers and business owners.

To begin with, podcasts are generally popular because they can be stored on numerous devices such as iPods and iPhones, and therefore listened to or viewed at a person's convenience.

Podcasts are also permission based as listeners elect whether or not they download the podcast or not. As they are consumer-initiated, you are only ever reaching those consumers that are actually interested in your product or brand, or what you have to say.

Finally, business podcasts, if appropriately targeted and produced, also have the capability to go viral - consumers will always pass on the good word if they like what they hear or see.

The dummies guide to publishing a business podcast

Once you have produced the episodes of your business podcast, preferably in more compact files for easy uploading and downloading, you have two options to publishing them online: get someone else to do it or take the DIY approach.

If you chose the second approach, keep reading.

The first step to publishing your business podcast is to choose an appropriate host, preferably one that doesn't charge obscene figures for intensive uploading or downloading. There are numerous hosts out there such as Libsyn, Podango or Ourmedia, but each comes with their own advantages and disadvantages, so do your research and pick what suits your podcasting needs best.

Secondly, upload your episodes, ideally at regular intervals. At bare minimum, you should follow this rule: upload the audio file and then produce a web page to enable downloads. Consider adopting a blogging system that comes with specialised podcast support. It will allow each episode to boast an individual web page for easy linking to and by third-party sites.

Thirdly, create a feed as this will enable podcatchers to automatically identify and download any new episodes of your business podcast.

Once everything is in place, you need to start promoting your business podcast, by submitting the feed to a podcast directory. ITunes is extremely popular, so it is the ideal first-stop.

The fifth step is to track the progress of your business podcast, and the behaviour of your listeners (i.e. are they resorting to auto-download with podcatchers or are they undertaking manual downloads?).

Finally, don't stop. Keep up with the publishing regularly. You do want people to keep coming back, don't you?

To find how a business podcast can help your business specifically, contact us. You can also download our EBook or register for a free online analysis report.