When we talk about having a content marketing strategy, the focus tends to be on blogging and increasingly on video. But organizations should really be considering podcasting too.
I love blogging and video as part of your content marketing strategy but maybe make a podcast part of the mix-or instead of one or both other options.
Podcasting started as a way to use multimedia to share information before technology allowed for video to be an option. It allowed people drawn to how the internet allowed people to share and discuss information in formats like blogging to do so in a way that gave a greater sense of the person’s personality. It also allowed people to take advantage of another sense to communicate. Just as radio added a dimension to communication over print material like newspapers, podcasting enhanced a text/reading heavy web experience.
RSS feeds helped make podcasting to people much easier. Anyone with a little initiative could essentially become a broadcaster on any topic they found interesting-and like with blogs they could find an audience of people with similar interests.
Then with the rise of video, podcasting took a back seat except for radio which realized that broadcasting radio shows as podcasts increased the potential listenership. Just as the PVR allowed people to be in control of what TV they watched when podcasting allowed people to listen to radio whenever they wanted.
So what if I missed Q with Jian Ghomeshi today? I can catch the podcast.
Due to the combination of the rise of video and conventional radio’s embrace of podcasting, the original podcasting format appeared to be dead or dying.
But news of the death of podcasting turned out to be premature.
Become a podcast listener
I always say that you should have a personal experience any form of social media before you use it for professional purposes. So if you’re not already regularly listening to podcasts, I suggest you start.
For me, I listen to them primarily as a method of professional development:
- Inside PR with former Social Media Breakfast: Waterloo Region (smbWR) Joe Thornley and Martin Waxman are joined by Gini Dietrich
- The Digital Marketing Lounge with former smbWR speaker Shum Attygalle
- For Immediate Release: The Hobson & Holtz Report with past IABC Waterloo speaker Shel Holtz and his co-host Neville Hobson
- Trafcom News Podcast with upcoming smbWR speaker Donna Papacosta
All are worth your time.
I also occasionally listen to podcasts related to my personal interests. For example, I’m now listening to Mouse Chat to prepare for an upcoming visit to Disney World.
By being a listener, it’s easier to begin realizing the potential of podcasting for personal or professional reasons.
Why you should consider launching a podcast
Demonstrate your expertise
There’s a pattern above of experts using podcasts to demonstrate their expertise.I’m sure were known as experts before they were podcasting but I’m sure they are all more widely known as experts due to their podcasts. As someone who organizes events with speakers, it also helps assure me of the person’s expertise and speaking ability. But I’m sure that creating your own speaking opportunity via a podcast has created opportunities for all of the above.
Advantages over video
Podcasting has advantages over video because it doesn’t have a picture. A talking head video is not compelling to watch even if the content catches your interest and has value. While you can play it without watching it, that’s bucking a convention that video is to be watched. Many podcasts feature conversations and while that is more interesting visually, it normally doesn’t demand a picture.
Just as television didn’t kill radio, video didn’t kill the podcast star. Different video formats have different strengths and each can be effectively used to achieve different objectives.
Another advantage is that the absence of a picture reduces the production variables involved. While there’s a variation in how polished a podcast needs to be, by definition if you don’t need to worry about lighting and everyone is close to the microphone, it’s technically easier.
Advantages of aural medium
People can listen to podcasts in a wide variety of situations including some where video doesn’t work such as when walking, running or taking public transit. It also is easier for multitasking such as writing a blog post while listening!
But there are additional advantages. Audio is able to share information about the person who is speaking. You can also take advantage of aural opportunities such as what an upcoming symphony sounds like or include background noise that helps establish context.
Share information through interviews
A common issue for an organizational blog is getting people to write a post. People can also be reluctant to do video where they are visible.
A podcast resolves both issues. Reluctant blog writers are more likely to be happy to sit down to be interviewed. Chances are it’s partly because it takes a lot less of their time.
Recording an interview is also a lot more comfortable with people sitting in front of a microphone that sitting in front of a video camera which is harder to forget that it is there and constantly reminding people of the crowds watching.
An interview can be a quick way to share information that you otherwise wouldn’t share or would force people to read.
Continuing the conversation on podcasting
- Do you have other reasons why people should consider podcasting?
- If you live in or near Waterloo Region, come an learn the secrets of podcasting from a master. On April 5 at Social Media Breakfast: Waterloo Region Donna Papacosta is presenting the benefits of adding an audio podcast to your communications and shares her tips for producing a successful show.
- What podcasts do you listen to for personal or professional reasons? Please share them here, why you like it and where we can find it.
