A podcast is a series of digital audio or video programs (often pre-recorded) which a user can download in order to listen to. For a business owner, every podcast you produce provides your audience with a ton of fresh content along with a number of other great benefits.
If the thought of producing consistent content for your website, newsletter, social media, and blog gives you a headache, podcasts could be your Tylenol!
After you’ve recorded several podcasts, you can re-purpose them into:
- Brochures and other marketing materials
- Branded Flash Drives to give away at trade shows or conventions
- Video content
- And more!!
Even if you’re not comfortable on camera, turning an audio podcast into video isn’t difficult. You can easily run the audio of your podcast over pictures, text, or even a blank screen and upload them on YouTube, Vimeo, and other video sites. This allows your users to listen without having to sit and watch.
You Don’t Have to Podcast Alone.
Landing an interview with an established, well-known expert in your industry, or a related field, allows your business to be associated with their brand, their expertise, and their audience. It’s a fast, easy way to build credibility by association.
For example, if you run a book store and are able to interview a well-known author, your business is now positively associated with that author.
If the expert has a large following, you can promote your podcast to your list and theirs, giving you exposure to a large group of prospects who wouldn’t otherwise know of your business. This is a great way to increase traffic to your website, leads, and hopefully new customers.
Besides not having to be on the podcast by yourself, interviewing A-list business guests is also a fantastic way to network.
Expert Advice and Content for Your Audience.
Whether you’re marketing to customers or B2B, your audience is hungry for content and information.
Podcasting allows you to provide varied content for your customers, including:
- Best Of Lists
- Industry News
- Promotions (sales)
- Q and A’s
Video Podcasting Adds Another Layer To Your Expertise.
If you have a decent camera, and you feel comfortable on screen, video podcasting is another excellent way to use content to increase leads, web traffic, conversions, and sales.
- You do want to make sure you’re comfortable on camera! Looking uncomfortable or out of place could hurt your viewership.
- And don’t forget that with video, you’ll need good lighting, backgrounds, and sound. You don’t have to have a $10,000 studio but it does need to reflect the right element of professionalism.
Video podcasts posted to extends the reach of your audio-only podcast, allowing you to add it to YouTube or Vimeo as a new piece of content (with the video added) without having to create more content. If it’s a long podcast, it can be split into multiple videos, which can be shared on social media as well as on video upload sites.
Audio Podcasting Can Be A Preferred Alternative For Some.
Some of your customers don’t like watching videos because it requires the viewer to concentrate solely on the screen or constantly be at the screen and doing nothing else.
With podcasts, you allow your customer to multitask while they learn. This makes podcasts and podcast interviews ideal for those who like to listen while they drive, walk, or exercise.
You can re-purpose your video podcasts to audio easily. Simply have your video transcribed into audio, and release an audio only version.
Whether you choose to use video or audio (or both) for your podcast, the bottom line is the podcasting is good for business. It allows you to expand your network, share your expertise, and potentially leverage the expertise and credibility of others.
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Holly Kile - Marketing Assistant