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. It may help to think of it kind of like TIVO for audio programs. In fact, a podcast is a web feed of audio or video files placed on the Internet for anyone to subscribe to, or download. Search online 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 into your website for important 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 on-line or offline whenever and wherever you want.

While podcasting has been around for about five years now remarkably, the term itself, has only been around since 2004. It’s a contraction of IPod (The most popular MP3 player) and broadcasting. However, you don’t even have to have an MP3 player to listen to programs. You can ‘subscribe’ to an entire podcast series using software on your PC or listen to a single episode at a time by using a web browser. Subscribing to a podcast ensures that all new shows are automatically downloaded to your computer as they are published, and even better subscribing is generally free.

If you do happen to have an MP3 player, the next time you sync your device, your podcasts will be downloaded for listening on the go. If you don’t want to subscribe, but rather just want a copy of a particular episode, you can just click the “Download” button to save to your hard disk. Once downloaded you can then manage it and play it like you would any other audio file. What distinguishes podcasts from other audio or video media is that the content is accessible to its audience(s) whenever, wherever, and however they want.

What are the business applications of Podcasting?

The podcast is a real advantage for business travelers and salespeople who are constantly on the go. Since they are frequently in transit they can learn about what a company is offering while they travel. They’re able to stay in the loop about changes that are 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, their 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. Rather, 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 incredibly wide 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, and without having to be tied to a computer.

Especially important is the utilization of pod cast directories which list podcast shows along with the links to their original websites. These directories publicize 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.
In order to encourage visitors to listen 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. Frequency of updates is also an important issue to address. This will likely depend on the nature of what you’re discussing and how quickly things change in that 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.

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Also it’s important to brainstorm and come up with several possible topics to cover in your podcasts. A good source of material could be any kind of new developments or interesting news about your company. You might want to go over any press releases that you’ve recently issued for ideas. Also are there any innovative products or service features that distinguish you from your competition? This should be the springboard for your outline. Do some research and try to see if you can tie it into something newsworthy. Keep in mind who your target audience is so that the message is relevant and as well as engaging to them.

Try to keep in mind that you’ll want to share just enough information to pique your visitors’ curiosity in order to get them to tune to the upcoming installments of podcast series. You want to make your podcasting engaging without going into to too much or too little detail. You want to maximize listener retention, and as you can imagine, getting new listeners is a challenge so you surely don’t want to loose them once you have them.

How do you Structure your pod cast?

To make sure you cover everything you want without being redundant you should develop an outline of just what you’d like to include in each podcast, as well as a basic outline of the series.

1) You need an outline of your potential pod cast ideas
2) Create an order for the shows starting with a basic introductory show that explains who you are and what your show is about and then schedule your regular shows from there
3) You’ll need to create an outline for each individual pod cast

This should include an:
a) intro
b) 2 or 3 important points
c) Summary with contact info

Remember that the content of your podcast is critical, and the outline it will enable you to be sure you don’t lose your audience. 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. Frequency of updates is also an important issue to address. This will likely depend on your industry, the and the number of new developments, or newsworthy happenings. Keep in mind though that most people are probably listening while in their car. You have a finite amount of time. If you produce a 45 minute podcast it had better be well edited and put together. It probably easier to be brief, and divide a much longer show into shorter more regular 15-30 minute broadcasts.

Whether creating your own podcast or outsourcing it elsewhere it’s important to keep in mind that preparation is the first step in creating a successful podcast.

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Business podcasts are still in its infancy but when it comes to popularity it is considered as one of the most popular on the internet. There may be many reasons why business podcasts have achieved such a high level of popularity in such a short time. One very important reason is that most people (be it “casual” podcast listeners or more experienced businessmen) have a fascination on how to handle a business correctly. Most people have a belief that operating a business is a very hard task and they need all the help they can get in order to make their business run smoothly and successfully. And if they can get that information from business experts then all the better.

Another reason why business podcasts are quite popular is because of the need for self-improvement. There are people who think that since they will be investing some time listening to podcasts then it may as well be about something that will improve themselves personally or professionally.

Business podcasts are also entering the marketing mix of most companies and online businesses. Business owners and marketing professionals have realized that business podcasts are a great way to drum up attention for a business. A podcast about a business’ core market gives the impression that the business is a prime mover in the industry and a source of credible information. This will definitely increase the corporate equity of the business.

Some of the most popular business related podcasts on the internet right now include:

B-EYE-Network – Solution Spotlights – This podcast are all about one on one interviews conducted with some of the top software company executives in different sectors of the industry. The interviews usually revolve around the insights these executives give with regards to products, business and industry trends. The interviewees are considered as some of the most recognized experts and leaders in the industry.

Knowledge@Wharton – this podcast is actually the online research and business analysis journal of the Wharton School of the University of Pennsylvania. This program was launched in order to help bring out the knowledge and information that the school possesses to a wider audience.

Manager Tool – this is a very helpful weekly podcast that aims to give listeners the information, tips and advice in order for them to become more effective leaders and managers. Every week, a new tool or technique is discussed in depth so that listeners can be aided in achieving their management objectives.

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