Podcasting

Path Interactive recognizes new media and understands the benefits it brings our clients. Podcasting has become an effective means of targeting a specific audience while providing another avenue of brand awareness. According to Edison Media Research, in a 2007 survey, 13% of those surveyed had listened to a podcast, up from 11% in 2006. Awareness of podcasts has grown even more, from 22% having heard of the medium in 2006 to 37% in 2007. In an information rich age, unsolicited advertising is becoming more challenging to include in any targeted web campaign. Podcasting provides an opportunity for direct marketers to disseminate valuable information about their business to prospective clients.

What is Podcasting?

What is a podcast? “Pod” refers to an I-pod, on which they are typically heard, and “cast” means part of broadcast. Although called podcasts, podcasting is not limited to those who own I-Pods, any MP3 player can participate in podcasting. More recently, videocasts have become popular, allowing an actual video to be played through most devices that play video.

If a potential customer has one of the devices, a digital media file is then shared throughout the internet through syndication. This syndication is done through a RSS (Real Simple Syndication) feed. Once the prospective client subscribes once, their device will pick up any new content when they sync their device online with their feed of preference. ITunes, for example, has very strong market syndication.

Consumers that have one of these devices can download a digital media file that is shared throughout the internet through syndication. This syndication is done through a RSS (Real Simple Syndication) feed. Consumers only have to subscribe once to a podcast of their interest. Their device will then pick up any new content when they sync online with their feed of preference. ITunes, for example, has very strong market syndication.

Podcasts are usually done in a radio format, and they typically focus on a particular subject of interest for their intended audience. Although some podcasts do charge per episode, most are free and either monetize through sponsors or indirectly to draw traffic to other products or services on their site. This valuable tool is another medium to grow an audience and forge relationships with prospects and customers.

Why Podcast?

While podcasting may not be a fit for every business, it can provide a great opportunity to supply customers and prospective clients with your marketing message. It is another optimization tool to utilize in your marketing portfolio. The ideal candidate has created (or has the capacity to create) audio content such as interviews, radio shows, webcasts, and teleseminars. Path Interactive can provide some basic editing to make your content “podcast friendly.” We can also help you set up proper feeds, produce show notes or transcripts, syndicate your podcasts and integrate this activity with the rest of your site.

No content? No problem.

Path can consult with you about utilizing our tools so you can begin podcasting today!

Learn More About Marketing Online With Podcasts

For a free consultation with one of Path Interactive’s podcasting professionals, fill out our express form or call us at 800-680-4304!