When to Use Podcasting

Podcasting is the right choice for many scenarios (but not all). We find that many clients want to have a podcast, but aren’t fully aware of the commitment it entails. Let’s take a look at some good reasons to use podcasting:

• Compete in an Open Market – Podcasting is a relatively open market, which means that independently produced shows can do as well as those by major television studios. While ABC, CBS, NBC, and can spend a fortune promoting their podcasts, you’ll find that independently produced shows are right next to them in rankings.
• Grow an Audience – Podcasting can be used to successfully grow audiences for other products you may offer. If you already have an audience in a traditional medium, using a podcast can strengthen or build the connection.
• Save on Traditional Distribution Costs – Another benefit of podcasting is that it can help save on traditional distribution costs. For example, a podcast can help minimize shipping, duplication, and mailing costs. Podcasts can also replace other forms of traditional media. For example, an organization could turn their printed newsletter into a podcast.
• Brand Extension – Podcasting offers walk-away brand extension, the ability to not just promote a product, but show how others are using the product. Don’t just limit a podcast so it becomes a marketing shill; otherwise your audience will stop tuning in.
• Privacy Concerns – The good news about podcasting is that it is an opt-in audience. Nobody who gets your podcast can accuse you of spamming because they came to you willingly. Additionally, subscribers are not providing any personal information, so there are no records to protect, no credit card numbers to be stolen, no privacy issues at all from the consumer’s point of view.