Learn how to podcast and blog to to establish thought leadership, extend your brand and engage your target market

Survey Says

A while back I sent out a survey to the community to find out what podcast producers wanted to learn about most. I was intrigued by how things had changed since 2005 when I first started podcast consulting. The results also offer some very important insights for your own podcast.

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After three wonderful days in London absorbing rich information, seeing podcasting friends, making new acquaintances and having excellent conversation, here are the overall thoughts and impressions that I gained while attending and leading a group at the Corporate Podcasting Summit.

1. Corporations with foresight are doing very interesting things with podcasting

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Now that I’m back from London and had my jet-lag nap, I can finish posting my highlights from the Corporate Podcasting Summit. Here are some notes from an excellent presentation by Nick Saalfeld, Director of Wells Park Communications. His presentation was titled Podcast Content in the Corporate Context.

• Interviews will trump a “presidential address” any day. Interview the CEO rather than having him just speak into a mic.

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I’m listening to a presentation titled “The A to Z of Podcasting”

I’ve neglected letting you know that you can listen to a recording of the panel I participated in at the CES conference last month. Participants included Tim Bourquin, Eric Schwartzman, Wing Yu and Michael Geoghegan. We talked about how to use podcasting for business and marketing.

Eric recorded the session on his iRiver and posted it to his blog/podcast where you can listen to it. If you’re into PR, Eric’s podcast provides very interesting content.

In a press release today, CBS Interactive President Quincy Smith expressed his satisfaction with the month-old partnership with YouTube that allows for legal posting of certain clips of CBS shows. According to YouTube, the CBS content (which includes highlights such as an exploding semi and an office cat fight) has been viewed 29.2 million times since October 18.

CBS attributes some of the recent upswing in viewership to the online media initiative. This is the kind of action that is going to payoff for companies willing to embrace online/on-demand/social media.

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I’d like to expand on an excellent post from the Online Marketing Blog that discusses the idea of using social media to multiply your PR efforts–both for communicating to the consumer as well as the press.

There’s an increase in the use of social media both by end consumers and the media for tracking information that interests them. This includes: blog and news search engines, social news, social bookmarks, podcasts and video.

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Not only is interactive/permission marketing more effective than the usual garbage we are exposed to daily, pretty soon it will be the only way to get anybody’s attention. Here are 17 reasons, in no particular order, why podcasting should be a part of your interactive marketing campaign:

1. It gives the consumer what they want: control & convenience (portable, on-demand, time-shifted, etc.)
2. It allows you to speak directly to the consumer without any filters, middlemen or other barriers
3. It creates a conversation
4. The consumer chooses to receive and listen to it (permission)
5. It gives you credibility (expert factor)
6. It starts/maintains a relationship
7. You don’t have to pitch the media…you are the media
8. You give (offer valuable content) before you get (pitch your product or service)
9. It keeps the consumer engaged on a regular ongoing basis
10. It brings your voice, your story, & your personality to the consumer
11. It is (or should be) honest and transparent
12. It’s conducive to receiving feedback (voice comments, blog comments, etc.)
13. It’s inexpensive
14. It’s new and interesting
15. Your competitor is probably not doing it….YET
16. It doesn’t just deliver a return on investment (ROI), it also gives you return on INFLUENCE
17. It’s fun

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