Marketing Morsels

What are podcasts.jpg

What Are Podcasts and How Do I Create One?

The next up in our Marketing Bullhorn Series is Podcasts. A podcast is a digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new installments of which can be received by subscribers automatically. 

So what are podcasts exactly?

Think of the podcast as the audio only version of a video blog.  Podcasts are a great business tool not only because they allow you to be a resource for potential clients and establish you as a thought leader in your field but also because they are a great resource for you to learn as well. There are fantastic podcasts that cater to everything from startups to entrepreneurship to work life balance.  All you have to do is subscribe and it's delivered right to your phone.

There are a host of reasons for creating Podcasts; getting clients, repurposing blog content or talking about something you love to do are just a few.  Podcasting is a fantastic way to get your brand in front of your target audience. Though it’s easier to produce a podcast than a video series or other forms of online content, podcasting still requires more than one might expect.

How to create a successful podcast:

  • To start with you need an idea.  What is this podcast going to be about?  What is your Brand identity? You could be very general and cover a wide range of topics or you could narrow your focus to cover a specific niche.  It all depends on who your target audience is.
  • Planning and organization.  This needs to be the next step. As with all your marketing endeavors, a poorly executed project will do more harm than good to your Brand.  Make certain you have properly planned this out before you jump into it. Episode length, format, script and scheduling all need to be planned before you record that first episode.  How often are you going to publish?  How long are the episodes going to be? 
  • You need something to record on.  This could be your smart phone or a mic hooked up to your computer or something even more high tech.  That decision rests with you.  There are plenty of very successful podcasts that operate out of people's living rooms.  While the sound quality is an important factor, remember the content is what will keep people listening.
  • Once your podcast is recorded, a good editor is invaluable.  It will free you up to speak without worrying about having to self sensor.  If you veer off on a tangent you can just edit it out later.  Be mindful of the fact that not everything you say is interesting or relevant.  You want to keep the podcast on point lest you lose your audience.
  • You need to find a 'host'.  You can self host on your website but if the technical aspects of setting that up are too daunting you can use one of the popular hosting platforms like SoundCloud, Libsyn or CloudBean. Once added there, the episodes are automatically added to the shows feed on iTunes and other aggregators like Stitcher.

Whatever you ultimately choose, podcasting is a great inbound marketing strategy to get your company front and center and to provide value to potential clients.

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