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Hollis Thomases
Wednesday, February 13, 2008
B2B Podcasting 101 – Why Businesses Should Create and Use Podcasts for Sales and Marketing
For a lot of you, the word “podcasting” might only sound vaguely familiar. You probably know that somehow it’s technology-related, but you might be thinking that it’s not really something you need to know for business application. Think again.

As with many new technologies, a lack of understanding commonly clouds the benefit of using that technology. With podcasting, the benefits as a sales and marketing tool for business can be enormous and the barriers to entry relatively low.

So for my latest blog post, I asked local podcasting guru and author of “The Business Podcasting Book,” Greg Cangialosi, to help demystify podcasting. To keep it topical, you can listen to the second half of this interview as an actual podcast.

PART ONE

Hollis Thomases: Hi Greg. Thanks for helping me out with this topic. Please tell our readers why you are uniquely qualified to be interviewed about Podcasting for Business?

Greg Cangialosi: My early experience with the medium and having the opportunity to produce some of the first podcasts for a handful of the largest corporations in the world puts me in a unique position to discuss podcasting technology.

As a result of experimenting with my own podcasts and leveraging the relationships that I had developed in the public relations world, I produced the first podcasts for the Disney Corporation in early 2005.

Since then, I have been involved with over 20 podcast productions for companies of all sizes. Most notably my experiences with GM, Disney, Verizon Wireless, DOW Chemical, and Waters Corporation, presented me with opportunities where I was able to see what worked and what didn’t, and how companies should ideally be set up to efficiently produce new media.

I have spoken and presented cases studies at three Podcast Academy events over the past two years and have also spoken at the New Media Expo. Also, late last year, my new book, “The Business Podcasting Book: Launching, Marketing & Measuring Your Podcast” was released.

Hollis: For those not as tech savvy, what’s the simple definition of a podcast? What distinguishes a podcast from listening to an audio clip on someone’s web site?

Greg: A podcast typically is an audio or video file which is distributed over the Internet. The main distinction between simple audio and video on the Web and an actual podcast is that even though audio / video can be viewed online, a true podcast is associated with an RSS (Really Simple Syndication) feed (which is another Web vehicle for subscribing to content). The presence of an RSS feed allows listeners to subscribe to your podcast, via an RSS reader, or an application like iTunes. Your subscribers will then be alerted every time you publish new podcasting content. That content can then be listened to on a computer, or a portable media device like an iPod.

Hollis: Why should businesses even be thinking about podcasting? What are the benefits? Are there any kinds of businesses that might NOT benefit from podcasting (or who might benefit less)?

Greg: Simply put, podcasting presents yet another opportunity for an organization to extend their message. It provides the ability to publish content that can literally go global, while at the same time building a base of subscribers tuned in to what your organization has to say. A good podcast initiative can extend every marketing or communications effort that an organization currently employs. The most common uses for podcasting are advertising / marketing, public relations, education & outreach, and training.

In planning for its use, think well in advance about your podcast: what will it cover, how frequent will it be distributed, who is the audience?

Podcasting really applies to companies and organizations of all sizes -- that’s one of its unique advantages. Every organization needs to communicate to customers, prospects, members, the media, etc. With a low barrier to entry, podcasting is available to every company with very minimal investment needed up front. If a picture is worth a thousand words, just think what adding a voice or a face to your company can do for your communications.

PART TWO

Do we have your attention? Interested in learning more about podcasting like:
  • How difficult is it technologically to get into podcasting? What are the barriers to entry?
  • What are some hosting & syndication options for podcasts?
  • What are some business podcasting best practices? Is there a max length a podcast should be?
  • What should a business do with its podcast(s)? How do they “get it out there”? How do I build a subscriber base?
  • What are some of the common missteps businesses might make when podcasting?
  • What about advertising in podcasts?
  • Can you name some sites with good business podcasts?
If so, click the below link to go to the podcast and listen for yourself to the rest of the interview. I’m also providing some resources links so you get started producing your own podcast series.

Happy podcasting!



PODCASTING RESOURCES

Greg Cangialosi’s "The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast." Greg can be contacted at greg@blueskyfactory.com, 866.216.2583. Buy Greg's book on Amazon.com



Podcast Examples
Podcast How TosAudio Software
Podcasting Directories, Submission Services, & Podcast Advertising
Association of Downloadable Media

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