It seems to me that many small to medium sized companies like the idea of having their own podcast and have heard that they are good for business, and as a result, we receive plenty of enquiries about recording and podcast production. However, a lot of work and time is involved in producing a regular podcast and can turn out to be quite daunting for the new podcaster. It is therefore no surprise that a good number of enquiries do not actually turn into podcasts.

I feel that there are some very valid reasons for this.

Cost

The cost of professionally produced podcasts can be prohibitive for small to medium sized companies who are new to the world of podcasting. In our experience, a podcast is only really effective as a series, with the recording and production costing anywhere from 150 GBP to 500 GBP for each podcast, depending on the complexity and involvement of professional voice-overs and audio editing services. With an average cost of around 300 GBP for podcast production and a series of at least six shows, the financial investment is significant; however, if you get the content of the podcast series right, you should get a healthy return on your investment. More about this later.

Typical costs can include: -

• Using professional voice-overs
• Location recording
• Mixing, editing and production
• Inclusion of sound effects and music

If done properly, the benefits of your podcast series will far outweigh the costs for many years. Once on the web, it can be accessed and enjoyed by millions of people around the world. The trick is to pitch the podcast content correctly to your target market. If you are business minded and approach your podcast from this point of view, it may make sense to try and cover your investment by selling Podverts (podcast adverts) to potential sponsors. This works quite simply by placing one or a number of podverts within the content of your podcast show. The benefits of this are clear as the sponsor will have their product(s) advertised to all of your listeners. Furthermore, your listeners will be in a particular market group and it makes sense for complementary industry sectors to get on board with your podcast series from the beginning. Initially, this will probably be more difficult as you do not have a proven track record, but once you have a successful series under your belt you should have listener figures that you can impress sponsors with.

Your sponsors can pay a one-off fee for their podvert or you could offer a discount for purchasing multiple podvert slots. In a 10 to 15 minute podcast, I do not think it unreasonable to have 3-4 short adverts / sponsor messages dividing up subject segments. Provided your audio producers are discreet about the placement and number of podverts, your listeners will just accept these as part of the package; we are all used to seeing and hearing adverts.

Once your podcast is established, you can take this concept a stage further by offering an advertisement feature to your sponsor, for example, an interview about their product and/or services. As long as the feature is relevant and offers value to your target market, this too will be accepted as part of the package. This already happens on radio shows and TV. Most of the time we don’t even realise we are being advertised to.

Podcast content

This is probably the biggest reason that a podcast never evolves into a series and is probably the hardest part for most businesses to actually get their heads around. Writing the script for a podcast can be time consuming and quite difficult to start with; however, once you have got a feel for it, like everything else in life, it becomes easier. If you really struggle with this, there is no reason why you cannot employ the services of a scriptwriter and give yourself the position of creative director. Personally, I believe that it is more important to find a subject matter that is interesting and valuable to your target market than creating a perfect script. Brainstorming with colleagues and even clients about potential topics, subjects, features, interviews, and entertainment items will soon give you a rough outline of content that can be the raw material for your scripts.

Once you have the outline for your first podcast and possibly your second, the shape of the series will become clearer and from this, you should be able to create a show template. It is a good idea to test these initial ideas with a few people before going to the expense of having a professional podcast recorded and produced. Once you are happy with the overall ideas of your podcast show, you will need to either script it for a professional Voice-over to narrate (usually more favourable) or host the podcast yourself.

The choice of using a professional voice-over or doing the narration yourself is one that you need to take. There are good and bad points to both of these. If you are unaccustomed to talking into a microphone, the results could be pretty horrific for the listener and as a result many people may switch off and never listen again. On the other hand, if you are good at talking into a microphone and can project the right amount of personality, you may just become a hit with your audience. The clear benefit of using a professional voice-over is that your podcast will sound polished and more like a radio show. Either way, you need to decide which would be more appealing to your listeners / target market.

If you decide that becoming the host is a little bit of a stretch for you, there are companies that can organise the services of a professional voiceover for you.

There are various ways that a good producer can incorporate elements of location recording with a studio-produced voice-over to provide a varied and authentic contrast in the podcast production. For instance, it is easy for a voice-over to introduce a 5-minute interview or a 5-minute chat you had in the office with a colleague or business contact. The contrast between the two will create a variation for the listener. For example, I have known podcast interviews to be carried out on trains, planes, bars, nightclubs and even limos.

Don’t be afraid to be creative. Being different can help you stand out from the your competitors and could be the factor that gets you recognition by your target market and industry.

Getting it out there!

Podc ast marketing is a big subject, and

as a company, the best way to get your podcast to the right listeners is to tell them directly. Use your client list / mailing list, after all, these are people that have an interest in your product and services because they have either used your services or joined your mailing list. If you have a newsletter that you send to clients on your mailing list, you could maybe create an audio version of it or just promote your new podcast series on your newsletter.

Okay, so you have a mailing list of 20,000 people that you have sent your latest newsletter to; you tell everybody that you have a great new podcast and everyone listens to it… not quite. Even though most people have heard of the term podcast and think they know what it is, there are still lots of people that do not know what podcasting is, where to find podcasts or how to listen to them.

When advertising your podcast, direct your mailing list subscribers to a page on your website or blog that clearly explains and educates them about your podcast, the listening options available and how to subscribe to future podcast shows.

In reality, a lot of people do not realise that a podcast can be easily listened to from their computer, iPod or mp3 player, or burned to CD for listening at home or in the car. Many people do not realise that their downtime, especially during commutes, can be used as valuable podcast listening time. You could be the one to educate and entertain them via your podcast; they will be ever grateful to you for this.

Depending on your budget and product, a great business promotion would be to offer your top clients a complementary gift, an mp3 player for example, pre-loaded with your podcasts and even company branded.

There are companies that produce branded merchandise i.e. pens, mugs, coasters etc. who could possibly do the same with your promotional gift.

Once you have your podcast subscribers, you need to keep them listening. Asking for listener opinion and feedback will help refine your podcast series in order to keep them engaged and eagerly awaiting the next show and possibly, your new series. You could do this quite simply on your website by asking for feedback or having a comments box on your blog. It is a good idea to offer an incentive for providing feedback, such as a prize draw to win a new iPod, gift vouchers etc.

I highly recommend that you have your podcast transcribed and available as text on your website or blog. The reason for this is that the search engines cannot analyse the content of your audio, they can only analyse and index content that is textual. Your transcript will contain all of your relevant keywords and key phrases that will attract the search engines and attract new listeners and potential new clients. This is an ideal place to have your comment box.

Monitoring

Once your first podcast series is out there, you need to monitor its effectiveness. Time and money has been invested into the recording and production of your podcast so you need to see a worthwhile return on your investment. This can be measured in various ways, however, the key objectives of your podcast should be to:-

• Cement existing relationships between you and your clients and provide them with added value.
• Attract new clients via your podcast on the web and via referrals from existing listeners.
• Increase awareness about your products and services and to spread your message.
• Keep your company ahead of your competitors.

If you can achieve all of this whilst getting sponsors to cover the cost of your podcast production, your venture into the world of podcasting should be highly successful and very profitable.

About the Author: Lee Pritchard is the founder of Media Music Now, a high quality Royalty Free Music library that offers a variety of music, voice-over and audio editing services including Podcast Production using professional voice-overs. Lee also has a keen interest in music licensing and is excited about the future of independent music on the internet.

Podcast Production: http://www.mediamusicnow.co.uk/podcast_production/
Blog: http://www.mediamusicnow.co.uk/blog/

“Want to learn to speak Japanese? Try a podcast.”

The Internet has truly revolutionized the distribution of learning materials.

In the last couple of years, podcasts as learning aids have become increasingly popular, either as a stand-alone mini-course or as an enhancement to courses and programs delivered through more traditional sources. Spend a few moments Googling “podcasts for learning,” and soon you will be downloading podcasts to help you learn to speak Chinese, Japanese, Italian and other languages; or podcasts offering instruction on Plato’s philosophy, current scientific issues, environmental concerns, and almost anything else you might want.

A podcast, according to Wikipedia, is a digital media file or files that the broadcaster (or podcaster) distributes over the Internet using syndication feeds, for playback on digital media devices and personal computers. The term is coined from a blend of “iPod” and

“broadcast.” Unlike streaming audio, podcasts allow you to control when you listen to your favorite shows.

Learn Out Loud

Learn Out Loud purports to be a one-stop destination for audio and video learning. It includes approximately 136 podcasts among its 10,000 titles. And, as you would expect nowadays, members rate the titles using the familiar five-star method.

Learn Out Loud offers podcasts in eight categories: careers, study aids, journalism, exam preparation, medical, law, teaching and writing. On the day of this visit, the site was promoting three featured podcasts: one on how to write a podcast, one from Monster.com offering career tips, and another called Career Opportunities (geared toward individuals working in the high-tech industry). And–oh my goodness!–I just noticed that “This podcast is a companion to the print column of the same name that appears in ComputorEdge Magazine in San Diego, California. Written and hosted by Douglas E. Welch.”

Another podcast that caught my eye is The Naked Scientists Radio Show Science Podcast. And no, don’t confuse it with the Naked News. These scientists merely “strip down science and lay the facts bare.” Other interesting titles include the Media Artist’s Secrets Podcast. Intended for the creative professional, the blurb says that this podcast is semi-daily, fast-paced, info-packed and fun

As near as I can gather, podcasts are free, although the site does sell other learning products. Teach Out Loud is the site’s service for those who want to publish a podcast or other learning aid. Teach Out Loud is a free and simple tool, the site says, and publishers may earn royalties if applicable.

Digital Podcast

The Digital Podcast directory site lists podcasts in miscellaneous categories–ranging alphabetically from art to video products and everything in between. The directory contains 15,525 podcasts in 95 categories and has 17,305 registered users. To help us choose from its many offerings, Digital Podcast provides lists of the highest-rated podcasts, podcasts with the most voting points, and podcasts with the most subscribers.

Not all of Digital Podcast’s podcasts are learning-related, although many are. Its featured podcast during my visit was Insta Spanish, providing instant Spanish lessons. Other learning podcasts include Bootcamp: A Report on Computers and Technology, InvestorIdeas.com’s Investor Educational Podcast, Learn Japanese, English as a Second Language (for those wanting to improve their English), Manager Tools (helping people develop managerial and leadership skills), Learn Mandarin Chinese Direct From Shanghai, Sales Strategy Radio (developing sales skills), and many others.

Podcasts for Continuing Education

Podcasts also show up as delivery vehicles for content providing continuing education and skill development to professionals of all sorts. Here are a few of the offerings I found.

The Business English Pod helps business professionals everywhere improve their command of business English.

Let’s face it: Even some of us whose first language is English struggle with business English. We can only imagine how people who speak English as a second language must struggle with some of the jargon.

Teachers and educators find learning and skill-related podcasts at various sources, including Fordham University’s Center for Professional Development and The Educational Podcast Network , with its many offerings.

Podcast.net , another huge podcast directory, lists podcasts specific to many other professions–including law and politics, science podcasts representing various disciplines and topics, podcasts for the IT professional, podcasts for visual and performance professionals, and podcasts for professionals in business and finance. Medical professionals will find a directory of medical broadcasts at the Arizona Health Science’s Library .

Space limits the listings I can describe, but I’m optimistic that almost every professional will find a podcast with career-related information.

Podcasting in Curricula Delivery

Many schools are implementing podcasts as a vehicle for delivering course materials, with educational podcasts showing up at universities, community colleges, trade schools and institutions providing distance learning. This delivery method is said to appeal to today’s technology-savvy youths.

Even young kids are getting in on the act. According to an article published by the Dallas Daily News , fourth graders at one of the city’s elementary schools are podcasting to global audiences, sharing works created in class and discussing their projects. Fans of the podcast, which are sure to include proud grandparents and other relatives, can download the files for free through Apple’s iTunes Music Store.

The Government Is Doing It

Podcasting also provides a way to keep current with your government and its weekly activities. Free Government Info has links to multiple government podcasts, including the president’s weekly radio address; podcasts from the Senate; podcasts from several states (including California); and podcasts from various government agencies, such as Agriculture, Department of Defense, the Census Bureau, Health and Human Services, NASA and more.

You Can Do It Too

Want to broadcast your own podcast? If you want to podcast from scratch, you will need a microphone, a recording device, and a Web server or Web host with enough space to store many megabytes of data and the capability of handling a lot of bandwidth. You will also need special software.

If this seems too daunting for a beginner or for a hobbyist, Web sites like My Podcast.com make it easy for you. My Podcast.com provides free podcast recording and hosting–and, since it serves advertisements with your podcast, you stand to earn cash each time someone downloads your product.

An apple for the podcaster!

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In my experience, pitching yourself as a podcast interview subject is very different from pitching your book to a publisher or getting on television, with one exception: you have to do your homework.

Pitching your manuscript to a publisher requires a formal proposal containing certain elements, such as a marketing plan and a competing and complementary books section, in addition to sample chapters. Talk-show hosts like Jay Leno have very specific guidelines for would-be guests, along the lines of You must use our e-mail submission form and you must send video a particular format. And, of course, for print media coverage, there’s the traditional press release and its social media variants.

Take a Personal Approach

Because most podcasts are a personal and informal medium, most podcasters are suspicious of marketing-speak and press releases, especially if the pitch looks like something that’s been sent out on a massive scale. Most podcasters have small, vocal audiences, people who think of them as friends and who will let them know in no uncertain terms if they don’t like a show. There’s a strong sense of community among podcasters and listeners, and when it comes to doing interviews, podcasters prefer people who are part of that community to people who aren’t, unless the interviewee is extremely well-known.

Like bloggers (and many podcasters are bloggers), podcasters are as likely to lambaste a bad pitch to their listeners as to simply trash it and ignore it. To learn what not to do, take a look at the Bad Pitch Blog.

Picking Podcasts to Pitch

In April 2006, FeedBurner reported that it was publishing 44,000 podcast feeds. That’s good news: it’s a pretty safe bet that whatever you’re writing about, someone is podcasting about it. And no, you won’t have to listen to all 44,000 in order to know which ones to pitch.

Remember the audience profile you had to create when you created your book proposal? You want to find podcasters whose audiences are the same as your ideal reader.

These are more likely to be podcasters who talk about the same subjects as your book than book review or literary podcasts, though you shouldn’t overlook those, either.

To find podcasts on the right subject, check out podcast directories like iTunes and Podcast Alley, which allow listeners to rate and review podcasts. Read the descriptions and the reviews and make a shortlist of the most likely candidates.

And, of course, don’t overlook any podcasts you’re already listening to.

Joining the ‘In Group’

So what do you do after you’ve gone through and found the highest-rated podcasts on subjects related to your book? First, listen to the podcast . Better yet, subscribe to the podcast and listen to several shows. Read the show notes and the comments. Find out whether interviews are a regular part of the show. (Some shows feature interviews every week, others occasionally, and some not at all.)

Next, start commenting. When you leave a comment on the show’s blog, you can enter the URL for your book instead of your home page for some subtle self-promotion, but the important thing is to respond thoughtfully to something in that episode. Write a paragraph or two that continues the conversation and shows that you know what you’re talking about.

Genuine Connections

While podcasters don’t necessarily expect people they’ve interviewed to listen to every show from then on, they’ll shy off anyone whose interest seems too self-serving. Just because a podcast has a lot of listeners doesn’t mean that you’ll like the show or the podcaster. If you don’t, don’t try to fake it in order to reach a potential market for your book. Make sure the podcast and its host(s) are a good fit for your personality before you try to line up an interview.

It’s That Simple

You’ll probably have to do this more than once before the podcaster asks to interview you, but if what you say is interesting enough to the listeners (who will usually hear it read out in the next episode as well as having the opportunity to read it on the show blog), the podcaster may contact you immediately. If not, keep listening and commenting for a few shows, and strike up an e-mail correspondence with the podcaster.

Once you’re sure that the podcaster and the listeners know who you are and find your comments interesting, volunteer yourself as an interviewee. And as long as there’s enough time before the interview date, send the podcaster a copy of your book. Even if the interview isn’t about the book itself (and it probably won’t be), having the book in hand helps the podcaster to come up with interview questions.

Keep the Discussion Going

Naturally you’ll want to listen to the episode with your interview in it, but don’t stop there. Check the show notes to see what listeners have to say about the show. Is there anything you can pick up on and respond to?

It’s also a good idea to listen to the next episode for more feedback, and to send in any answers you have to questions which might have come up. Some questions might come directly to you, but many listeners feel more comfortable dealing with the podcast host(s).

If enough listeners want to know more, you might get invited back for another interview.

Side Benefits

Some podcasters also review books. Indeed, there are book review podcasts out there, and it doesn’t hurt to search for them.

A podcaster who likes your book might also write up a short review on the show blog and include an Amazon affiliate link.

One of the nicest things about podcast interviews, though, is that you can link directly to the episode from your own website without having to worry about how to handle the audio file at your end. (Very often, though, podcasters will give you permission to repost the file on your own site if you wish to do so.)

Best of all, though, you don’t have to go through layers of screening to get access to a podcaster–which is part of why podcasters have such dedicated fans.

© 2006 Sallie Goetsch

As co-founder of the Podcast Asylum, Sallie Goetsch (rhymes with “sketch”) writes and speaks about podcasting from the listener’s perspective. She started “smoking the podcast dope” in April 2005 and immediately began using podcasting to make connections and attract prospects from around the world without recording her own podcast.

She works tirelessly to cure the epidemic of Podcastus Ignoramus among business owners and produces Reports from the Asylum for the popular communications podcast For Immediate Release.

If you or someone you know is suffering from a podcast-related mental health syndrome, write to sallie [at] podcastasylum.com

Podcasts are fast becoming one of the more popular Internet communication mediums. You might have even sung the praises of podcasts like so many others. The praises may include the fact that a business leadership podcast (or any podcast for that matter) can help you increase your SEO visibility or that a podcast–if done well–can position you as an industry expert. However, you may not have considered the following 10 benefits of a business leadership podcast, but first, what is a business leadership podcast?

A Business Leadership Podcast: What is it? A business leadership podcast is a podcast that may directly or indirectly mention your products or services but first and foremost requires that you inspire your audience to gain valuable leadership skills.

10 Benefits of a Business Leadership Podcast

1) A Business Leadership Podcast Can Help You to Reevaluate Your Audience…..Again! When it comes right down to it, every thing in business is about reaching the CORRECT audience…the people who have a valid interest in your services or products but who also want to be inspired. With a podcast, not only do you have the chance to audibly explain your market niche but whoever is listening WANTS to be listening. Whether they’ve clicked through an email to your podcast, found it via your website or greedily grabbed for it via an RSS feed they want that information!

2) A Business Leadership Podcast with Personality! When it comes to business leadership and communication, personality counts…..a lot! Whoever said experience counts may have been wise but personality seems to be the inevitable default choice. The great thing about a podcast is it takes communication from the written word to a convenient audible expression of what your company is all about. So even if you work for a “boring” software company, your podcasts can be witty and clever and charm the socks off your interested audience. This of course also requires that you find talented script writers and energetic spokespeople.

3) A Business Leadership Podcast for People on the Go! For your adoring audience, podcasts are the perfect element of convenience. You can download them onto portable devices like an iPOD, an MP3 player, etc. For all you know, Mr. Joe Giles on 7th Street in Michigan likes to listen to your podcast as he runs in the morning. Time for your audience is often more valuable than money and if you save them more of it, your audience will notice.

4) The Benefit of Repetition in a Business Leadership Podcast This might be an obvious benefit, but hey a podcast is obviously a better option than a radio spot. After all, your audience can skip forward and skip back from segment to segment and perhaps even rewind and fast forward. If they miss the announcement of the new launch of your website or an important phone number, all they have to do is access the info with the quick click of a button.

5) Your Customers Can Access a Business Leadership Podcast via RSS Feeds As mentioned above, RSS feeds allow interested members to find information from a specific category that they have been looking for. Once they find your podcast for instance, they can sign up for an RSS feed (if you make it available) that will notify them when a new podcast is available.

6) A Business Leadership Podcast can Increase Involvement with Your Audience Your audience could even be a part of your podcasts. You could include podcast testimonials with clients who are willing to participate and invite other audience members to call in and share their experiences for future podcasts.

Perhaps you could host a contest for the most interesting testimonial.

7) A Business Leadership Podcast Requires Research Entertaining and Informative podcasts require research and thought…..continued research and thought, which makes it difficult (if you keep making podcasts) not to remain on the leading edge of your industry. Most savvy business professionals know that continued research and study is essential for a healthy business but how many businesses continually act on that knowledge?

A Business Leadership Podcast Creates Unity Within a Company If you use individuals from every branch of your company or at least request the advice of many trusted members, you will find that a business leadership podcast–especially an entertaining one–can indeed create unity within your company. As in #7, most business professionals know that creating unity is essential within a successful business but once again, how many professionals are consistent in their unification endeavors?

9) A Business Leadership Podcast can be a Boon for Your SEO Campaign
Podcasts can indeed bolster your SEO visibility! According to an online podcast sponsored by Pod Blaze, “…Yahoo and MSN both have the ability to search for content that is presented in an RSS format,” and to paraphrase, there are also a variety of podcast online directories where people are searching for the information that they are interested in. These directories in combination with RSS technology make it easy for you to get the information that you need to savvy information seekers. 10) Better Leadership with a Business Leadership Podcast When you are required to be a leader in your industry, it’s hopefully easy to see new ways in which you can improve. A leader has to be willing to try, fail at times and succeed at times. Use your business leadership podcast to increase your own leadership skills and those of the people you work with.

Marci Crane is a web content specialist for Innuity. To get a better idea of a business leadership podcast, feel free to visit the VitalSmarts website which boasts an excellent example.

Do you value community outreach activities? Are you looking for better ways to communicate with—and educate—your patients, your peers, or even the media? If your goal is to deliver your message to more people, more effectively, more often, then I have the answer you’ve been looking for … and it’s powerful, fun and remarkably simple.

Why not use the cutting edge technology of podcasting to spread awareness about the importance of proper oral health? Stay with me now—if you have a slight case of technophobia, that’s okay. I’m confident that if your practice has the technical know-how to produce an online newsletter, then learning to integrate podcasting into your outreach activities will be a snap. And believe me—podcasting is the most innovative mass-communication vehicle to emerge in years, and will greatly increase the impact and reach of your message.

Let’s begin with the basics. Think of a podcast as a radio program that anyone can download from the Internet. Put another way, a podcast is a digital file that is available to everyone—via free subscription—over the web. Most podcasts are audio files only (like CDs), but video content can be added as well (like DVDs). The main advantage of podcasting over traditional broadcasting is that users can download these web files to their personal computers, mp3 players, and/or CDs, and then listen to them at their convenience—in their car, during their morning run, or even in your reception area.

More and more, podcasts are becoming recognized as the latest robust communication tool to harness the Internet’s power to reach a large number of listeners quickly. If your podcast contains valuable information, your listeners will share it with others, rapidly disseminating your message around the globe. Also, because podcasts use RSS (really simply syndication) technology, new episodes are delivered to your subscribers seamlessly. Once a listener subscribes to a podcast using iTunes or another similar service, that service automatically downloads new episodes as they are released, making it practically instantaneous and effortless for your audience to receive your message.

Putting together a professional-sounding podcast is easier than you might think. Since valuable content is paramount, the first step is to prepare interesting topics for your episodes. I suggest that you commit to producing bi-monthly episodes, meaning that you initially need only six topics per year. Once podcasting becomes part of your routine, increase your production to twelve topics per year. If you are already producing a paper or online newsletter for your patients, the most logical progression would be to reformat some of that content into podcasts. A good way to start is to identify topics that you could cover in more detail by talking about them in a podcast rather than writing about them in a newsletter.

For example, the most recent newsletter that my dentist emailed to me included an article about the dangers of periodontal disease, including information on how it may be connected to the development of heart disease, warning signs to watch out for, and recommended preventative actions. This is valuable information that I am interested in, and I am thankful to be on this mailing list. But imagine that I have received this information in the form of an audio podcast, personally recorded by my dentist, urging me to book an appointment for a much-needed checkup. I am immediately spurred to action! Speaking directly to your audience—in your own voice and with your own inflection, tone and spirit—creates a much more intimate connection with your patients. This relationship-building quality is inherent in audio, and it’s part of what makes podcasting so powerful.

If you have doubts about the widespread acceptance of digital audio files, consider this statistic: on April 9, 2007, Apple announced the sale of its 100 millionth iPod and more than 2.5 billion songs from the iTunes Music Store. Now consider that anyone can download podcasts from this same music store and listen to them via their mp3 player or their computer, or burn them to CD … for free! As more and more people (including your patients) “tune in” to audio files via the web, offering them podcasts that complement and expand on the content of your existing newsletters provides you with another way to remind them about the importance of proper oral health and the services you provide.

So, what equipment and software do you need to record

and produce a podcast? You can become a podcasting pro in just seven simple steps:

1. Verify that your PC is running Windows 2000, XP or Vista, and has the ability to play audio files.

2. Invest in a microphone. Altec Lansing makes decent products, some of which list for under $30, and are available at Future Shop. But I recommend splurging a little to improve your audio quality. Blue Microphones makes a great USB mic called the Snowball, which retails for $130 on the Canadian online Apple Store. (This mic will also work with your Windows PC.)

3. Download and install your recording software. Audacity is an excellent audio editor that is available for download from http://audacity.sourceforge.net. And you can’t beat their price point: it’s free.

4. Record and edit your podcast.

5. Partner with an online hosting service to set up a website specifically for your podcast. Liberated Syndication is extremely inexpensive and gives me everything I need. At $5 USD per month, I can lease 100 megabytes of storage space per month, which translates into about two hours of audio. This basic hosting account gives me unlimited bandwidth, meaning that even as my audience grows exponentially, my monthly cost never increases. LibSyn also provides me with easy-to-use templates for my podcast’s website, and automatically generates and updates my podcast’s RRS feed. Another, similar service worth considering is Go Daddy.

6. Upload your new podcast to your hosting service using their simple submission page. Completing the submission page is similar to sending an email. Simply type in the title of your podcast (like a subject line), add the description of your episode (like the body of your email), and include your mp3 file (as an attachment). You can even attach a corresponding image, if you like. Uploading your podcast stores the mp3 file online and makes it available to your audience—they can download your podcast from your newly created podcast website.

7. Promote your podcast! This is as easy as sending an email announcement to your contact list with the URL of your podcast’s website. But to take advantage of the various online podcast directories, you need to visit their websites and submit your podcast’s RSS feed.

You should never pay to be included in these directories, since the best ones—including iTunes, Podcast Alley, Odeo, and Podcast Pickle—are free.

For Mac users, these steps are even simpler, thanks to Garage Band and iWeb. As a Mac user myself, I’d be happy to pass along some pointers to get you started.

Like you, I believe it’s important to remain connected with my client base, and as a lover of all things tech, I choose to use innovative approaches. I have successfully engaged the power of podcasting to promote my company in two weekly podcasts with rapidly growing success. And by following these seven simple steps, you too can become a podcasting pro!

Copyright 2007 – Blue Melnick. All Rights Reserved Worldwide. Reprint Rights: You may reprint this article as long as you leave all of the links active, do not edit the article in any way, and include the following by-line:

Blue Melnick is a professional podcast producer, and the co-host of two weekly podcasts: Biz Link Radio and The Tech Advisors. Contact Blue through www.bizlinkradio.com [http://www.bizlinkradio.com/], through www.thetechadvisors.ca [http://www.thetechadvisors.ca], or by phone at 416-462-3323. To listen to podcasting for dental practitioners in action, download the April 30, 2007 episode of Biz Link Radio, featuring Toronto dental surgeon Dr. Lancelot A. Brown!

The term podcasting has been floating about on the radio and in discussions with
friends, but you’re still not sure what it’s all about and if it’s relevant to your
business.

I’ll start by explaining in simplest terms what a podcast is.

A podcast is the combination of an audio or video file and a RSS publishing file,
placed on an Internet server and available for downloading.

Let’s say you plug a microphone into your computer and record a 15 minute blurb
about an area of knowledge you have. Now you have a sound file on your computer
waiting for a home, and you want that home to be on the Internet for millions of
people to listen to.

You will first need to find a “host” company to take your file and put it on their
“server” to make the file available to the world. This is called a “podcasting” server.

Once you have contacted a server and have placed your file on their server, you will
want people to find your file. To do this you have to create a special document that
“publishes” your file to the world.

This document is called an “RSS” file – which stands for Really Simple Syndication. In
this document you will put vital information like subject matter, keywords, website,
contact info and other information about the podcast and your business.

When this RSS file has been created, it is placed in the same folder as the audio file
on the podcasting server. When you have posted an audio file and published it using
your RSS file, you have successfully created a “podcast”.

Now you want people to be able to find your podcast

There are many online directories for podcasts that have searchable databases.
These services are generally free. On these sites people with new podcasts fill out a
form telling the world about the subject of the podcast, which is posted to the
directory.

Once your podcast information has been posted, anyone visiting that directory
searching for podcasts containing the subject matter of your podcast, will
immediately find a link to your podcast.

Of course the more directories you list with, the more people you’ll expose your
podcast to.

Another great thing about these directories is that Google and other search engines
visit these sites to find content, so there is an even greater chance of people finding
your podcast.

Once your podcast has been posted to a number of podcasting directories, it is now
available to millions of potential listeners worldwide.

How does one listen to a podcast, you might ask?

It is very simple. Once they have clicked the link on the directory or your website,
the podcast will automatically download and play in whatever audio player is
appropriate for the podcast file.

Then VOILA, they are listening to your podcast.

The beautiful thing about an RSS file is that once it is registered with a directory,
you don’t need to go back to the directory if you decide to add new podcast
episodes. All you need to do is update your RSS file to show that there more
episodes associated with the podcast. Listeners will be made aware of this if they
locate your podcast after a new episode has been added.

Millions of listeners and Google users are searching for information in podcast form
to listen to at their leisure. This is the most beautiful part of podcasts. The listener,
once they have downloaded a podcast, can listen to it many times over, at their
convenience.

How can podcasting help your business?

Simple, a key part of your RSS document is your website URL and company
information.

When someone listens to your podcast, this information is made clear to them
inside your podcasting information. Consequently this can generate a serious boost
in Internet traffic to your website which can result in more sales.

You don’t need to be a radio professional!

If you speak with customers on a daily basis about your specialized knowledge, you
are perfectly positioned to record and release a podcast.

Where to start

?

First, get a decent microphone for your computer – USB microphones are best – and
practice recording to get comfortable recording yourself and delivering your
message. The process is the same for video, but a video file will be created instead
of an audio file.

When you have a recording you’re happy with, save it as a file in its own folder, and
contact a podcasting service provider. You can find one on the Internet.

Once you have located a podcasting service provider they will help you with the rest
of your podcast, right down to creating an RSS file and properly posting it on a
podcasting directory.

It is important to find a host that provides ‘unmetered’ hosting. If your hosting is
metered, the more often your podcast is downloaded, the more your service
provider will charge. An unmetered host charges a set rate regardless of the number
of downloads.

Podcasting is a wonderfully affordable way to be heard and found. It is portable and
easy to access. Once you get the hang of it, podcasting can be an easy way to reach
potential clients.

Podcasting truly is a great gift for small business.

Sean Paddison is the president of Northstreams Inc., a company that specializes in the production of audio and video podcasts and electronic press kits (EPKs) for clients in the Greater Toronto Area.

[http://www.northstreams.com]

The podosphere is a vibrant, exciting place to be. It introduces you to people all over the world, and because you hear their voices, you feel as though you really know them. Podcasts provide a terrific free education in almost any subject. They offer a cure for the boredom of rush-hour traffic and long lines at the grocery store, and an alternative to the bland, lowest-common-denominator programming afflicting commercial radio.

But producing a podcast takes a lot of time. Not everyone can podcast. Not everyone should podcast. I have a terrible name for an audio environment. You might have a voice like fingernails on a blackboard. But whatever your reason for not producing your own show, don’t let not podcasting keep you out of the podosphere. There are hundreds of podcasters who will give you ‘airtime’ for the asking–and thank you for it.

Comments Are King

Comments are king in the world of podcasting. Podcasters love to hear from their listeners. Almost all podcasters want a conversation, not a monologue. They also need to keep coming up with interesting content, show after show, and listener suggestions, questions, and comments help them do that.

Comments are also a great way to establish yourself as an expert. I’m not talking about posting ads for your business on podcast blogs, though some shows on marketing do invite listeners to submit promos and business plans for evaluation. I’m talking about joining in the conversation the podcaster has started.

Even though podcasters are more relaxed and approachable than radio talk-show hosts, they still have an obligation to make their shows interesting to their listeners. Everyone likes to hear ‘I think your show is wonderful,’ but comments like that don’t really serve you, the podcaster, or the other listeners.

First, find podcasts that you love. Then respond to anything that you have something useful to say about. Did the host ask for tips on how to use a product or service you’re familiar with

? Can you add new insight to the discussion of a controversial topic? Do you have breaking news relevant to the listeners? Can you point them to a resource? Are you burning to know the answer to a question that came to you while listening to the show?

You should, of course, always identify yourself by name and website when you leave comments. If you can provide helpful, interesting comments and ask provocative questions over a period of time, both the podcasters and the listeners will take notice.

My most amazing experience as a commenter happened on the Diary of a Shameless Self-Promoter podcast back in 2005. Heidi Miller had asked listeners to submit their ‘two-second-statements’ (very short elevator speeches). I sent her mine (‘I turn consultants into authors’), and she talked about it on the show for eight minutes. I had someone call to inquire about work even before I’d listened to the episode myself. You can’t pay for that kind of exposure.

I continue to get almost embarrassingly positive responses from podcasters just because I take the time to comment. Here are a few examples.

‘Sallie Goetsch is the conscience of this podcast.’ (Tee Morris, The Survival Guide to Writing Fantasy)

‘Wow, how amazing, you listening to my little old podcast after I have heard many of your comments on other people’s shows!’ (Anna Farmery, The Engaging Brand)

‘We know we’ve made it when Sallie Goetsch (rhymes with “sketch”) leaves a comment.’ (Terry Fallis, Inside PR)

‘Wow, a comment from THE Sallie Goetsch… I feel important all of a sudden First off, how did you (someone important and respected in the community) end up on my blog/podcast? It just seems unfathomable.’ (Reid Givens, Return on Intention)

These quotes say a lot more about podcasting than about me. All I did was get involved because I was genuinely interested in the podcasters and what they had to say. All you have to do to get similar results is to find podcasts that you care enough about to do the same.As with anything in the world of New Media, don’t fake it. Ever. If all you care about is pushing your services, both the podcasters and the listeners will spot it a mile away. Buy an ad instead. (Though even advertisers have to take a new approach to podcasting, as Chip Griffin of CustomScoop does with his ‘Media Monitoring Minute’ segment on FIR and NewComm Road.)

If by some odd chance you come across a podcast that doesn’t play listener comments, move on and put your efforts into one that will.

Interviews

Many podcasters use an interview format for their shows. That means they’re always looking for interesting guests who have something to teach their listeners.

Before you pitch yourself as an interview subject, get to know the podcast-and the podcaster. Listen to a few episodes and read the show blog. If you post interesting comments, the host might ask to interview you without any prompting from you.

As with any media appearance, concentrate on providing interesting information. Don’t sell during the interview. The podcaster will give you a chance to plug your website, book, etc at the end of the interview.

Podcasts have some advantages over broadcast radio when it comes to interviews:

• Podcasters are much more approachable than radio hosts.
• Podcasting is a niche medium, so listeners are more likely to be interested in what you have to say than people who happen to tune into a radio station while driving.
• Podcasts rarely go out live, so the podcaster has time to edit out any flubs and make you sound even smarter and more articulate than you are.
• Podcasts stay up on the web for months or years, so people can listen at their convenience instead of having only one chance to hear you.
• Podcasters give you a free copy of your interview. Radio stations tend to charge high for recordings

J.C. Hutchins, author of the Seventh Son trilogy of podiobooks, just did a fifty podcasts/fifty days/fifty states promotion for the third book in the series. He appeared in podcasts ranging from marketing-oriented ‘Managing the Gray’ to ‘The Survival Guide to Writing Fantasy.’ His discussions of his podcast marketing methods make these interviews worth listening to even if you’re not a fan of sci-fi/horror.

Make sure you listen to the episode of the podcast after your interview and check the show blog to see whether anyone has posted comments there. Then use your own comments to answer any additional questions.

If you’ve been a good guest, the podcaster will probably invite you back in a few months, or whenever someone asks a question you have the right expertise to answer.

Becoming a Correspondent

This can happen almost by accident to people who comment regularly on listener-driven podcasts. Back in 2005, my colleague Lee Hopkins started sending audio comments to every episode of For Immediate Release: the Hobson and Holtz Report (“FIR” for shortt). One day co-host Shel Holtz said, ‘If this guy sends us any more comments, we’re going to make him a correspondent.’ Lee’s next audio comment started ‘This is your correspondent from the Adelaide Hills.’

There are several correspondents for FIR: Lee Hopkins, who reports every Monday (except when Sallie Goetsch reports instead); Dan York, who reports every Thursday on technology; David Phillips, who sends in a report every couple of months from Stonehenge; and Eric Schwartzman, who sends in excerpts from his On the Record…Online podcast now and again.

Even when you have a regular schedule, it’s much easier to be a correspondent than to host your own show. You do have to find material, record it, and edit it, but you only need to fill 5-10 minutes, and you don’t have to mix together multiple tracks, pay for hosting, produce show notes, and worry about whether the RSS feed validates.

Having your own segment on a podcast gives you a chance to share your thoughts, connect with people, and establish your expertise. See our Reports from the Asylum for some examples.

Plus, you might get asked to report on interesting events the show hosts can’t attend themselves, like the iMeme conference in San Francisco.

Guest Hosting

Many podcasts have two hosts, because it’s easier to sound natural in a dialogue than a monologue, and more fun talking to another person than just talking to your computer. Sometimes one host will be away on vacation or on business, and the other will invite someone to be a guest host.

Obvious choices for people to guest host a show are other podcasters in your field, people you’ve interviewed, and any regular correspondents. I’ve now co-hosted FIR twice, not counting the time Dan York, Lee Hopkins, and I prepared a special 25th anniversary tribute episode for Shel and Neville. Lee and Dan have both appeared as FIR co-hosts, as well.

That’s nothing to Mitch Joel’s amazing series of appearances: Across the Sound, The Engaging Brand, Trafcom News, FIR, Inside PR…and probably a few others I missed. After co-hosting so many shows, Mitch decided to start his own podcast, Six Pixels of Separation.

I’d advise anyone who wants to go into podcasting to start by ‘podcasting without podcasting.’ You may discover that you really enjoy recording and even editing audio, and become a podcaster yourself, like Mitch.

You may also discover that you hate it and it gives you headaches. It’s better to find that out before you start creating your own show. It will save you not only whatever money you might invest in equipment, hosting, blog design, and so on, but a blow to your reputation if you podfade (produce a few shows and then vanish).

You can still take advantage of what the podosphere has to offer, even if you don’t have the makings of a podcaster. Join the conversation today.

(c) 2007 Sallie Goetsch

As co-founder of the Podcast Asylum, Sallie Goetsch (rhymes with “sketch”) writes and speaks about podcasting from the listener?s perspective. She started “smoking the podcast dope” in April 2005 and immediately began using podcasting to make connections and attract prospects from around the world without recording her own podcast.

She works tirelessly to cure the epidemic of Podcastus Ignoramus among business owners and produces Reports from the Asylum for the popular communications podcast For Immediate Release.

If you or someone you know is suffering from a podcast-related mental health syndrome, write to sallie@podcastasylum.com

Listening to podcasts isn’t something I enjoy or take time for, quite frankly. I’m a visual learner and prefer to read something rather than listen to it, as I find reading a much quicker way to gather the info that

I need. However, with the proliferation of audio listening devices, like the whole iPod family and other mp3 players, I have to acknowledge that I’m in the minority, I believe. The world is listening to a wide variety of audio files, much more so than ever before in history, and I need to get on the bandwagon or be lost in the dust.

What is a podcast, anyway? A podcast is an audio file that you create in .mp3 format that is uploaded with an RSS (Really Simple Syndication) file to your server for your target market to download on any number of programs created to receive or subscribe to your audio file so that they can listen to it at their leisure on their computer or a personal mp3 device.

Why should you create a podcast? I think it serves as a marketing tool for the solo service professional, who might want to do one of the following:

–create an Internet radio show or talk show in which you create content-rich broadcasts for your target market

–conduct a teleclass series in which you interview experts who have solutions to problems faced by your target market

–promote a printed book, ebook, or CD/DVD series by releasing promotional snippets to a wider audience

–provide short and valuable expert tips to your target market (my Get More Clients Online podcast consists of the weekly article I write for my newsletter)

Many podcasts are about an hour in length, especially when they consist of recordings of radio shows or teleclasses. However, I think that the listening threshold for most people is about 10 minutes. So, that means that your podcast needs to be 10 minutes or less in length. If it’s longer, you really have to grab their attention in

the first 10 minutes to keep them listening for the full amount of time.

Good content and a good speaking voice are key to maintaining interest. Don’t make your podcast one long advertisement for your services or products — share some useful information with your target market to help them solve their problems. And, you need to have a good speaking voice. Nothing is worse than listening to someone read a speech with a monotone delivery. So, for maximum impact when you record your podcast (especially if you’re just recording yourself), get up and walk around, smile, gesture, or do whatever you normally do when you deliver a speech. Modulate your voice, much in the same way that you would when you have a 1:1 conversation with someone — put feeling and emotion into your words. I pretend like I’m talking to my best friend, and that helps me with a lively delivery.

What are the steps to creating a podcast?

1. Listen to a few podcasts to get a feel for what others are doing. To listen, you’ll need a podcatcher (podcast reader), which permits you to subscribe to podcasts in the same way you subscribe to blogs. I favor iTunes as my podcatcher of choice, which is a free online download. You’ll also need to find podcasts, and the quickest way to do that is via podcast directories, which include the iTunes store. Podcast Alley, one of the most popular podcasting sites, has a large podcast directory, and Yahoo Podcasts has a podcast search. To find others, simply search online for “podcast directory.”

2. Plan your podcast. Who is your target market? What do they want to listen to? How will your podcast be unique from others in your industry? What’s your format (interview others, host a teleclass, or record yourself)? How long will your podcast be? How frequently will you deliver your podcasts?

3. Record your podcast. Many people choose to record their podcast with a free piece of software called Audacity. It has an easy learning curve and advanced features for more experienced podcasters. Mac users might want to check out Garage Band. For best recording sound, don’t use the microphone that came with your computer or that is built into your laptop. You’ll want to get a more professional one, such as the ones offered at Plantronics or Radio Shack.

4. Save and upload your podcast to your server. Once you’ve created your podcast in an mp3 file, now you have to save it and upload it to a server via an FTP program (like CuteFTP) so that it’s readily available. You can upload it to your website, or use one of the many podcasting hosting services available. The problem with uploading it to your website is that audio files are space hogs, and you can quickly exhaust all the storage capacity of your hosting account, not to mention your monthly bandwidth capacity if your podcast is popular and is downloaded frequently. That’s why I use a fee-based audio service hosting company, Audio Acrobat, which offers me generous storage and bandwidth capacity for a semi-annual fee. Another popular podcast hosting company is Hipcast.com.

5. Create your podcast feed. You can create your podcast feed from scratch, but I recommend you use a feed service to do so. If you use a podcasting hosting service, this feature is included in your service package. For everyone else, the quickest way to create your podcast feed is through Feedburner.com. This is the same service that creates RSS feeds for blogs. The advantage of creating your podcast feed from this site is that you can create a browser-friendly feed, track your circulation, and enhance your feed with its SmartCast technology.

6. Publish and promote your podcast. If you use a podcasting hosting service, the service will publish your podcast and notify various podcast directories about the availability of your new podcast. Or, you can enter the info directly into the major podcast directories. You’ll also want to promote the podcast on your website, blog, and in your email newsletter. One of the easiest ways to do this is to add feed subscription buttons (called chiclets) to your sites. You’ll have to cut and paste the HTML code into your templates to create the chiclets. You can get directions on how to publish subscription buttons from the various podcasters you want to feature. Lastly, you’ll want to create “album art” for your podcast, or a graphic representation that many podcatchers upload with the mp3 file. Album art may be from 170×170 to 300×300 pixels square at 72 dpi. Any graphic designer can help you create this graphics file.

7. Make money from your podcast. Advertising on podcasts is still fairly new, but some companies like Fruitcast.com or PodcasterAds.com are places to start. Another option is to place Google Adsense listings on all of your sites listing your podcast, or seek sponsors for your podcasts, just like you would for a radio show.

Don’t let the audio world pass you by! Podcasting is a very inexpensive way of helping you get the word out about what you do and what you offer to the world.

Copyright (c) 2006 Donna Gunter

Online Business Resource Queen (TM) and Business Coach Donna Gunter helps self-employed service professionals learn how to get more clients online. To sign up for more FREE tips like these and claim your FREE gift, TurboCharge Your Online Marketing Toolkit, visit her site at Get More Clients Online. Read about running an online biz at her blog, Get More Clients Online Blog.

The Corporate Podcast Push

What do Duke University, IBM, Capital One, Newsweek and Barenaked Ladies all have
in common? Answer: they are all reaching out to staff, students, and customers with
a new and powerful tool – podcasting. You may have heard about podcasting from
your kids or on the news, but podcasting is much more than some phenomenon
started by the rock and roll or techy crowd. Podcasting is a powerful communication
tool being used to reach global and mobile audiences, save people time and, most
importantly, really connect with their audiences in news ways – in today’s
communication/message glut. But let’s take a look at what podcasting is, who is
using and why it is so effective for both business and individuals.

First, we’ll look at the size and scale of the podcasting phenomenon…

– A recent study by the Pew Internet and American Life Project found that more than 22 million American adults ownIpods or and MP3 player and 29% of them have downloaded podcasts or listened to podcast that have been “pushed” to them. That
equates to 6 million people listening to podcasts. Market researchers and analysts
continue to buoy up podcasting’s future with latest figures suggesting a US
audience alone of 56 million by 2010.

– Jupiter Research recently predicted that US digital music player sales would
grow to 56 million by 2010, up from 16.2 million in 2004 and by 2010, three-
quarters of all people who own portable digital music players will listen to podcasts,
a growth from less than 15% last year.

What is podcasting?

Whether you describe it as the greatest communication tool since email, or as an
RSS feed for audio, podcasting is a way to “push” audio content to subscribers for
virtually zero cost. Podcasting allows anyone (me, you, IBM, or NBC) to post audio
content that gets pushed to any subscriber’s desktop and then directly to their iPod
or MP3 player. This is global. Anyone, anywhere can “tune in” to your podcast and
learn what you have to offer or say. You don’t need to be NBC with a global
distribution infrastructure. Now people can “subscribe” to a podcast and have new
content “pushed” out to them without them having to surf the web, download MP3s
or burn CD’s.

Ideas/Stories/Voices ? Audio/MP3′s ? Internet ? PC ? MP3
player

All the arrows go in one direction. Once someone has subscribe to your podcast,
your content get “pushed” out to them. There is no turning in to stations with
podcasting. You don’t have to visit a website to find streaming podcasting. Podcasts
show up (pushed) when new content is produced. If you are a subscriber, you get
the podcast right then. All you need is an Ipod or MP3 player of any kind for
listening, thus the word podcasting.

The term “Podcasting” is derived from the iPod (Apple Computer’s popular device
for playing compressed audio files) and “broadcasting.” Podcasting allows for audio
files that would have been previously downloaded and played on a personal
computer to be automatically downloaded and listened to on portable music playing
devices (such as the iPod and other MP3 players).

Having originated in the world of blogging, some have even referred to podcasting
as “audio blogging.” For many, podcasting is a logical next step from blogging. As
Business Week Senior Writer Stephen Baker observes, “The heart of the podcasting
movement is in the world of blogs, those millions of personal Web pages that have
become a global sensation. In a blogosphere that has grown largely on the written
word, podcasts add a soundtrack.”

Now that you know what a podcast is, let’s look at where they come from: who is
producing the “pushed audio content.”

Who is producing podcasts?

The answer is wide ranging. Teenagers, techies and rock musicians were early
adopters. Today you see the likes of Rush Limbaugh, Business Week, ESPN and news
programs of all types producing, distribution and marketing podcasts. The number
of podcasts available is growing at a very rapid pace. In late 2004, there were close
to 500 podcasts available.

Today there are over 10,000 different podcasts to choose
from.

Now that podcasting has becoming more mainstream, corporate and non-corporate
organizations are getting into the act, using podcasting to connect with customers,
students, staff and partners. Here are some examples:

– Duke University handed out iPods to their entire 2005 freshman class so they
could receive podcasts that included university news, class work and social content.

– Capital One University has handed out over 3000 iPods to support corporate
training and communications. This includes, leadership training, sales, customer
service and other topics.

– IBM has created podcasts to show their thought leadership to customers
investors and prospects.

– Keane Inc. has handed out over 100 ipods to their global sales force to share
training, customers’ stories and organizational content.

Why have these and other organizations gotten into podcasting? They have gotten
into it because they know their audience (whether internal or external) is inundated
with text-based content: emails, articles, the web portals, and marketing messages.
Podcasting allows them a unique medium to reach and connect with their audience.

iPods will be part of Duke University’s new Duke Digital Initiative (DDI). “We’ve been
focusing on iPods and other mobile computing, but our wider goal is to integrate
technology broadly into the teaching and learning process,” said Peter Lange, Peter
Lange, the university’s provost and senior academic officer. “The iPods have helped
jump-start this process, and we plan to keep pushing ahead.”

Listeners love podcasting because it delivers rich content directly to them, in a form
that allows them to save time, control what they hear and listen to while
commuting, working or whenever it works for them. No longer is learning tied to a
book, PC screen or web portal.

Content is still king in any communication, especially recorded podcasts. Podcasting
is the delivery tool. Compelling content ensures continuous listening and not a flip
of the power switch or turn of the dial.

Should you podcast?

Podcasting is not answer to all your learning and communication problems. As great
as audio is, like any medium, it has its limits. While audio allows users to multi task,
it is not easily scanned – which means you consider the listeners needs very
carefully. You must provide value.

Corporate podcasting is different that individuals or media podcasting. The
standard for a corporate podcast is much higher than for individual or media. Your
staff and customers expect certain from your communication with them. You can’t
just offer long-winded rants, self serving commercials or cute content. It is all about
value. When producing that value, ask yourself; who and how will you produce your
podcast? Who will review it and how? Will you get it transcribed? There are legal
issues to consider as well.

Despite these issues podcasting can be simple. Once you have determined your
format and established a process the whole process gets much easier. Still
podcasting takes a proactive effort, a planned approach, creative development and
the courage to try new things. But if you have the courage, and are willing to put the
front-end work into it podcasting and mobile audio can provide huge benefits. If
you would like to:

– Reach a global audience

– Connect with that audience in a new and effective ways

– Save your audience time

– Share the passion, experience and stories of your business

…try podcasting – it works!

© 2006 Tim Keelan, StoryQuest Inc.

Tim Keelan is the founder of StoryQuest Inc. A Chicago based firm that produces peer-based mobile audio learning and communication tools.

You can reach Tim at tkeelan@storyquest.us or by calling StoryQuest at 312-258-0111.