A Podcast is a digital audio file distributed over the Internet for playback on portable media players and personal computers. The name "Podcast" is a combination of the name "iPod" (Apple's popular portable media player) and the word "broadcast."
The difference between a Podcast and other forms of downloadable or streaming audio is that a Podcast can be subscribed to, and downloaded automatically when new content is added. A Podcast is convenient; it's waiting for you on your computer or media player, just like a newspaper that's delivered to your doorstep every morning.
It's estimated that 10% of the American public, or some 27 million people, have listened to a Podcast. That's a huge potential audience. And up to 40% of business professionals surveyed say they've listened to a Podcast. Research shows that Podcast listeners tend to be younger and more affluent - a prime demographic for marketers all kinds of products and services.
But how can you use a Podcast to further your marketing goals? Start by considering what your customers or clients will want from it. First and foremost, they want relevant, useful information, not an advertisement. Would you subscribe to a commercial? Probably not. So think about what you have to offer without the "hard sell."
You could host a panel discussion or conduct an interview with a key staff member to highlight a typical need, and then offer a solution that's provided by your product or service. You can answer those "frequently asked questions" in a conversational manner.
If you have a white paper or a case study to share, a Podcast is a great way to distill and deliver this information in a format that's easily accessible for many people. Think about the difference between listening to a two-minute radio news story versus reading a 1,000 word newspaper account, and you'll recognize the power of Podcasting.
Unless entertainment is your business, you should aim to make your Podcast more useful than simply fun, because there are plenty of other Podcasts that can entertain. But don't make it too serious. Think of your Podcast as "infotainment" and use all the tricks of the trade that you see on TV news programs.
You want a lively host with a real world sound (not a hyped-up radio DJ voice) who can handle an interview. Musical bridges can be used between items and in the open and close of the Podcast. Good production values will differentiate you from all the amateur Podcasters out there. As a rule of thumb, you should aim to make your Podcast sound as polished as your local TV newscast.
Resist the urge to use your Podcast to attack your competitors. No one wants to subscribe to that. Make your Podcast a source for useful information and you'll polish your own image in the process.
You should also invite listeners to give their input and then incorporate their questions, comments and ideas into your content. You'll find that your Podcast audience is more engaged and more loyal when they feel like they are part of the process.
On the same note, be sure to have a blog that works in tandem with your Podcast. Including show notes in the blog can draw in readers who may not be listeners and keep the discussion going between readers, listeners and you.
In just a few years, the Podcast has grown to become a popular delivery vehicle on the information superhighway, and the marketing opportunities that come with hosting a Podcast are many. The Podcast can be a great way to promote and grow your business, especially if you create a polished product that's lively, relevant, useful and interactive for your listeners.