Podcasting is an often-overlooked form of content. This is a shame as the low entry level & costs means its perfect for smaller businesses wishing to stand out from the crowd, due to the success of podcasts such as “Serial” podcasting enjoys a much higher profile in the United States, that’s not to say there’s no podcasting in the United Kingdom BBC Radio 4 is well represented in the UK podcast charts, however the use of podcasts as a form of content is certainly less common in the UK.
What are podcasts?
Podcasts are downloadable audio recordings not dissimilar to old-fashioned radio shows. The word itself is a portmanteau of the words iPod & broadcast
Really Simple Syndication (RSS)
Podcasts use technology such as RSS (really simple syndication) allowing users to easily subscribe to shows they particularly like; this can be done through software such as iTunes.
Benefits of podcasting
Podcasting enables content to be delivered in an easily accessible & convenient way, one executive interviewed by smallbusiness.co.uk admitted to preferring podcasts over music to listen to on the way into work, this is an opinion I’ve heard a number of times. thetimbre.com argue that
it comes to audio, car is king. Nearly 90 percent of Americans listen to AM/FM radio weekly, and more than half of that listening time occurs in the car. So when will podcasts start to fill in that vast chunk of time?thetimbre.com
Smartphones are another popular way to listen to podcasts so contrary to popular belief you don’t need an iPod to access them, I generally listen to podcasts on my computer .Podcasts allow the producer to inject a bit more personality into content
Simon Hénault suggests that ‘they’re much like your own radio show but listeners can tune in any time they want to. Being able to express emotion and bring personality to your marketing communication can be very powerful. From public relations, customer relationship management, thought leadership, branding, training, to generating leads and sales, all can be done through podcasting.
Although podcasting enjoys greater popularity in the United States there is still plenty to recommend it to Small UK based Businesses wishing to make an impact online, its a great way to demonstrate expertise in a particular niche or market, this in turn will enable you to develop more authority and build a better relationship with your customers, an additional benefit is the lack of competition utilising this medium in the UK. The best podcasts are lively, fun and very informative. Personally I find listening to a light-hearted dialogue between experts a completely effortless way to develop knowledge in a subject area.