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What Are Podcasts And How Can They Help Your Business?

The word podcast gets thrown around a lot these days, but what exactly is a Podcast? Think of a podcast as a radio show that you can subscribe to or download at any time. A podcast is a web feed of audio files placed on the Internet for anyone to subscribe to or download. Search on-line, and you'll find a range of Podcasts available on nearly every topic imaginable. They range from entertainment-focused to educational to business-oriented and everywhere in between.

Podcasting for Business

Utilise the power of Podcasting to talk to your clients on a personal level

Broadcaster live in a studio

So what exactly is a Podcast?

The word podcast gets thrown around a lot these days, but what exactly is a Podcast? Think of a podcast as a radio show that you can subscribe to or download at any time. A podcast is a web feed of audio files placed on the Internet for anyone to subscribe to or download.
Search on-line, and you’ll find a range of Podcasts available on nearly every topic imaginable. They range from entertainment-focused to educational to business-oriented and everywhere in between.
A podcast differs from a simple download in that new content may be automatically delivered. Users need not click on your website for essential specials since all of this information may be automatically downloaded. A podcast show consists of a series of individual episodes that you can listen to and view online or offline whenever and wherever you want.

What are the business applications of podcasting?

The podcast is a real advantage for business travellers and salespeople who are constantly on the go. Since they are frequently in transit, they can learn about what a company is offering while travelling. They’re able to stay in the loop about changes occurring in the industry or a particular company while on the way to their next meeting.

Whenever a business wants to change its marketing emphasis, its podcast will change with them. Podcasts enable potential customers to find out more about a particular company and its range of products and service without feeling pressured by a salesperson. Instead, a friendly voice explaining what makes the company unique will better serve to convert a potential client into a customer.

Podcasts also save on manpower. An extensive sales force is typically required to detail a company’s newest offers and innovations. With a podcast, visitors click in and are directed to any new information the company wants to present.
The other really great thing about podcasts is that they have an extensive reach. Clients from across the world can access information on companies or products and learn about them in a simple, direct manner at any time.

Especially important is the utilisation of podcast directories which list podcast shows along with the links to their original websites. These directories publicise the available podcasts. Among the more popular of the podcast directories are Yahoo Podcasts, Odeo, Podcast Alley and Podcasting News. When using directories, it’s important to select genre and content categories that make it easier for listeners to find your podcast. Once you are listed with a directory, you will begin to get visitors from these directories to your website.
To encourage visitors to listen to your podcast, you’ll need to start by creating an enticing title that tells them just enough about your product to intrigue them.

More important than having a great title, though, is having even better content. An outline for your podcast will enable you to be sure you don’t lose your audience and cover all the points you want to hit. How long your podcast will be is directly related to how much news you have to share and the extent to which you can keep that news fresh and exciting. The frequency of updates is also a vital issue to address. This will likely depend on the nature of what you’re discussing and how quickly things change in your industry.

So to sum up: Podcasts are basically like online radio shows that can be downloaded or subscribed to. When used effectively, they can be a powerful marketing tool for any sort of business.

Want to discuss ideas for your business and how you could utilise podcasting within your content marketing mix? Drop us a line or book a discovery call where we can discuss your ideas, and talk through the best way to get started.

Remember, podcasts are a great way to talk directly to your customer – when they download an episode, they’re inviting conversation. Be human, make a connection, and take your one chance to truly make a difference.

Close up of professional mixer in vlogger home podcast studio. Social media influencer recording professional content with modern equipment and digital web internet streaming station