What is a Podcast?

When people ask me, what is a podcast, I try to break things down to the basics of the technology first, before discussing the endless benefits this new marketing channel provides.

My Definition of What a Podcast is. Podcasting is a delivery method to send out published content, audio / video, PDF or other documentation, to a subscribed audience using RSS technology on a scheduled, regular basis or a periodic basis. Podcasts can either by subscribed to and the listener / viewer, will automatically receive new episodes and/or content, or in some cases, the podcasts are simply downloadable MP3 files on a web site.

S.W.O.T. Analysis of Podcasting - In My Point of View

There has never been a better opportunity to create brand loyalty than with the podcast. Companies who have adopted the use of this new marketing channel have created "fans" and long-term loyal followers, strengthening their brands, creating new business opportunities and increasing profitability. Costs of implimentation are low, and social media integration on the web of this new marketing channel is unlimited and could become a viral marketing campaign overnight, given the right format and delivery.

Podcasting Weaknesses:

Companies who are change adverse are skeptical of this new technology and are slow to integrate it into the media mix. Because podcasting is not a main stream media outlet, reach is hard to achieve. Because of this, few companies and advertising agencies are investing in the technology, which explains the slower introduction and use of podcasting as a mainstream medium. This itself however, presents its own opporunities, as below.

Podcasting Opportunities:

Podcasting is still a very new medium. Even though it has been around for years, most companies have not yet included it into the marketing mix and many people have not yet heard of podcasts. I have spoken to many people who own iPods, or other MP3 players, who haven't listened to podcasts at all. As an avid listener of many podcasts, I do not understand why people do not share the same passion I do and the podcasting community does, about this fantastic communication and conversation tool. The Opportunity here is that if you wish to integrate podcasting into your media plans, it is still not too late to be an early adoptor, especially if you are in a niche market. This could very well be the edge you are looking for. Think about the possibilities..... Open dialogue with your customer base, raw feedback, industry insight, building brand loyalty, just to name a few.

Podcasting Threats:
It comes down to access, delivery and understanding.

Access: Even though many podcasting directories exist, the main one seems to be iTunes. If the podcast is not in the iTunes directory, then integration and access is limited and podcasters must get their message out another way. This can pose huge issues if iTunes decides to not list or de-list your podcast. Sometimes, a podcast can be de-listed, without notice, and it can be difficult to find out why this has happened. Mitch Joel, President of Twist Image in Montreal Canada, hosts a podcast called "Six Pixels Of Seperation", which is one of my most favourite New Marketing podcasts available (Highly Recommended). Mitch Joel setup another podcast, called Foreward Thinking, a book review type podcast that took the book review to a new conversational level. After just a handful of episodes, iTunes pulled the listing. Mitch Joel has asked the community for feedback to see if anyone would know why the podcast would be pulled.... More on this later, but you get the point.

Delivery: Podcasters need to take lessons from the masters, the people who have made a following for themselves and apply the same methodologies and build on them. Too many times, I come across a podcast that is too rehearsed, too packaged. It doesn't work that way for me. The podcasts I like, engage with other professionals in raw conversations about key issues. Play off of the opportunity this medium presents and exploit it. When people start to realize they are gaining access to invaluable insight from the CEO's of major corporations, without it coming across like a rehearsed advetorial, people will talk about the dicussion topics and the content delivery itself will generate its own buzz, providing you with a viral marketing campaign.

Understanding: As in all Marketing activities, you have to go remind yourself to go back to the basics continually. It is easy to get caught up in the hype of the technology available, but at the end of the day, the customer or prosumer is the person you need to address in your podcast. Podcasting is all about engagement. I don't mean necessarily the ability to actually engage in conversation directly with your listener, but I also mean that you need to engage in what that listener is looking for, what makes them tick, what makes them come back for more and to talk about it to other people.

Software > Garage Band Support > Working With Podcasts

Garage Band is an audio creation tool built for the Mac. It has a great deal of features that will help you create a podcast that is sure to gain the attention you need to build a successful audience. More Info > Recording Your Podcast