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Small Business Podcasting Demystified |
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eMarketing Articles -
e-Marketing: Blogs and Media
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Written by John Jantsch
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 Much has been written lately about the subject of podcasting.
Podcasting is a very powerful small business tool but, some are kept
away because it all sound so technical.
In this article I will attempt to simplify the subject.
Let’s start with the Podcast definition from the growing resource
wikipedia: What is a podcast - http://en.wikipedia.org/wiki/Podcast
The definition provided by wikipedia is a good place for you to start
but let me just add my take. A podcast is little more than an audio
file (usually an mp3) placed on a website and combined with an RSS file
that allows people to subscribe and automatically download any new
content recordings.
From a technical standpoint, there’s nothing really too complicated
about podcasting so don’t think this is some geeky tech stuff. From a
marketing standpoint, I didn’t get too excited about the concept until
Apple decided to make a podcast directory a primary component of
iTunes. When that happened the market for podcasting on any subject
imaginable was born.
Podcast basics
Podcasts are typically published with a blogging tool like Blogger,
TypePad, or MovableType. If you already use one of these blog services,
creating your podcast is as simple as linking to your audio files and
using a service like FeedBurner to automatically convert it into a
podcast friendly feed. (More on that in a minute)
Create content
Most podcasts are formatted much like radio shows. Hosts will interview
guests or simply decide to talk about a subject that they feel is of
interest to someone. From a business standpoint it can be a very
powerful way to produce content that will make your website more
interactive.
The plumber that records simple how to fix it podcasts will own the
world! (Videocasts are just around the corner too.) There are a couple
other very good reasons to host a podcast that may not directly have to
do with content per se. Think about interviewing your clients on the
benefits of using your service and posting those interviews as a
podcast. Think that might make your best client even more loyal?
What about referral partners? What if you identified business owners
that also serve your target market and invited them to be guests on
your podcast. My guess is that you could instantly build a network of
leading businesses with you as the hub. When you publish a podcast,
whether you have a local or national audience, you become a member of
the media. The tables are suddenly turned when you approach prospects
and influential individuals. When you are the publisher of a podcast
you have the opportunity to gain access to the decision makers inside
your biggest prospects – by simply requesting an interview. Do you see
the potential in that?
Record
As I wrote earlier, a podcast is a digital recording so one of the
steps you must complete for each session is to record your podcast.
There are many ways to accomplish this task. You can use a portable mp3
recorder, use a service to record a phone interview, record an
interview using any number of VoIP services or create a recording
set-up for your computer. (Obviously, you can go into a professional
recording studio too.)
This article is not meant to explain in great detail every element of
working with digital audio files but there are many ways to accomplish
this step when you determine what your podcast needs are.
A great set-up for recording you own voice is to use a professional mic
and a free software program called Audacity (Audacity has some very
useful editing functions as well)
For phone interviews you can use a service such as Conference Calls
Unlimited. CCU offers a phone bridge line, recording, editing and
hosting of your mp3 file.
VoIP is a PC to PC or PC to phone service lead by a service called
Skype. This is a particularly good option for International calls. A
host of add-ons are cropping up to build even greater functionality
into Skype.
Conference Calls Unlimited - http://www.conferencecallsunlimited.com/chaz
Gabcast - http://www.gabcast.com/
Audacity free audio recorder and editor - http://audacity.sourceforge.net/
Skype VoIP calling - http://www.skype.com
Skype recording that interfaces with Outlook - http://www.skylook.biz/
Evoca - http://www.evoca.com/
Edit
You may find that after you conduct an interview you want to add some
music or cut out segments. Again, look no further than Audacity (It’s
free and works very well)
File Host
Once you record your podcast you must upload the file to a server.
There are services that offer recording and hosting options but, all
you really need is enough space with your current web host to upload
your mp3 files. Either way, you will simply link to the mp3 file
from a blog post or web page. Below are some other options.
Podblaze - http://www.podblaze.com/
OurMedia - http://www.ourmedia.org/
Audioblog- http://www.audioblog.com/
Liberated Syndication - https://www.libsyn.com
RSS Feed
One of things that makes a podcast something more than an mp3 file is
the addition of a podcast format RSS feed. This is simply a file that
is updated every time you add an mp3 file so that subscribers through
iTunes or some other podcast service can automatically download your
new content.
Podcasts do require a specific kind of RSS feed but, the only thing you
need to do is go to a free service called FeedBurner and allow them to
convert your blog feed or other RSS feed to work for podcasting. They
can also set your feed up the way that iTunes and Yahoo Podcast want it
set-up.
FeedBurner - Enhance a blog feed – http://www.feedburner.com
Feed for all - Create a feed - http://www.feedforall.com/podcasting-tutorial.htm
Submit
Just like websites and blogs, podcasting has its own set of
directories. You need to make a point of submitting your podcast or
podcast feed (the one you formatted with FeedBurner) to the major
podcast directories and engines.
iTunes - http://www.apple.com/podcasting/
Yahoo Podcast - http://podcasts.yahoo.com/
Podcast News - http://www.podcastingnews.com/
Podcast Alley - http://www.podcastalley.com/index.php
Podcast.net - http://www.podcast.net/
Digital Podcast - http://www.digitalpodcast.com/
ODEO - http://www.odeo.com/
Singing Fish - http://search.singingfish.com/sfw/home.jsp
Apple’s Podcasting FAQs - http://www.apple.com/itunes/podcasts/faq.html
Apple’s Podcast technical specifications - http://www.apple.com/itunes/podcasts/techspecs.html
Music and Intros
Maybe you want a cool music beat to kick off your show or a big radio voice type intro.
Royalty free music - http://www.royaltyfreemusiclibrary.com/
Professional intros and outros - http://audiobag.com/
Listening and Searching
You should subscribe to and listen to podcasts to get a good idea of
some of the ways people are using this tool for business. You will need
what is sometimes referred to as a podcatcher to subscribe. If you have
iTunes you already have one. (Most of the time you can visit a podcast
site and simply listen to the mp3 file if you have an mp3 player like
Windows Media Player or RealPlayer installed on your computer.)
iTunes - http://www.apple.com/podcasting/
Juice - http://juicereceiver.sourceforge.net/index.php
Doppler - http://www.dopplerradio.net/?page_id=74
Misc. Podcast Gear - http://www.podcastgear.com/
http://www.podscope.com search audio files
Podcast Tutorials and Forums
FeedBurner’s Podcast Guide - http://www.feedburner.com/fb/a/popup-quickstart-podcast
About.com - http://radio.about.com/od/podcastin1/a/aa030805a.htm
Podcast Alley - http://www.podcastalley.com/phpBB2/index.php
Podcasting News - http://www.podcastingnews.com/forum/
Podstrigs - http://podcastrigs.net/forum/
My set-up
Just in case you are curious, here’s how I podcast I use Conference
Calls Unlimited to provide my recording and editing. I hook up with a
guest by phone, conduct the interview and about 24 hours later receive
a link to the edited mp3 file to link to from my podcast blog.
My intro was produced my AudioBag.com.
My RSS feed was created and enhanced by FeedBurner.
There are lots of things that you can do make your podcast even more
professional. In this article I’ve attempted to demystify the major
points and get you interested in producing your own podcast.
John Jantsch is a veteran marketing coach, award winning blogger and
author of Duct Tape Marketing: The World's Most Practical Small
Business Marketing Guide published by Thomas Nelson - due out in the
fall of 2006 He is the creator of the Duct Tape Marketing small
business marketing system. You can find more information by visiting
http://www.ducttapemarketing.com |
