Is Podcasting Right For Your Business?
 By Stephen A. Lanvil

Perhaps you’ve heard the term podcasting but you aren’t sure exactly what it means – or more importantly, what it might mean to your business. Or you might not even be aware that there are potential business applications for podcasting.

But first things first: What exactly is podcasting?

It’s a relatively new type of online media delivery in which audio files are published by individuals via the Internet and subscribed to by listeners via an RSS (Really Simple Syndication) feed. This enables listeners to receive podcasts automatically whenever new content is added. Podcasts can also be directly downloaded or streamed live from a Web site.

The term is derived from the Apple iPod, which was the primary instrument for downloading and listening to podcasts when they first emerged. However, podcasts can be downloaded onto virtually any type of portable media player, cell phone or computer.

So What’s The Big Deal?
The fast-growing appeal of podcasting is due to the ease with which audio content can be created, distributed and downloaded from the Internet. The technology is relatively simple, so there are few barriers to adoption, and costs are fairly minimal.

As a result, both professional and amateur broadcasters are racing to make their content available online as podcasts.

Many podcasts are formatted similarly to radio shows, with a host who interviews guests or simply talks about whatever subject he or she has an opinion on or is an expert in. In this way, podcasts are similar to blogs, but with an audio component, instead of text only.

So what does all this have to do with your business?

Simple: By leveraging podcasting technology strategically, you may be able add a valuable new marketing tool to your arsenal – one that can enhance your visibility in the marketplace, increase traffic to your Web site, help you grow your reputation as an industry expert, and open new lines of communication with your customers and prospects.

Should You Be A Podcaster?
So what should your podcasts consist of?

Almost any promotional material you can produce in print can be turned into a podcast. This includes basic how-tos and expert advice regarding your business and industry. A plumber explaining how to do simple repairs, for example, or a financial planner offering basic investing or estate planning advice could do a podcast. News and current events that are relevant to your audience are also good material for podcasts.

Keep in mind, however, that podcasting itself is just a communication tool.

Your podcasts are only as good as the information you provide for your audience. Make sure your content is targeted to your niche audience and timely in terms of current relevance.

If you don’t have relevant and insightful information to share, don’t bother with the effort and expense of podcasting.

(Posted September 2008)

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