You can listen to our audio recording of this blog post using the media player below.

podcastDespite the advent of ‘webinars’, the podcast retains its place in the business environment as a relevant way of creating content and finding potential customers who otherwise might slip through the net. After all, people learn and absorb information in a variety of ways, but more and more people are now consuming content on their smartphones and other mobile devices with podcasts being a popular format. Sure, the content has to be compelling and feature good quality audio, but people who listen usually come back for more, thus gaining credibility and helping spread the word.

There are many benefits to producing a technical podcast as an alternative, or indeed as an addition to traditional written content. One of the main advantages is that they provide a voice for your brand. It’s often said that people buy from people; so unless you have the vocal tones of Darth Vader, podcasting can be a great way to engage with your audience on a more personal level, present the human side of your business and build a rapport with your customers and prospects.

Podcasts are also a more intimate experience for the listener where it can feel almost as though they are being spoken to on a one-to-one basis. Consequently, this can help you connect with prospects and customers and help lay the foundations for a future relationship.

In terms of distributing your podcast, some businesses will create their recording and embed it within their blog alongside the related written article. This is a great way of demonstrating flexibility as people can then choose whether they want to read or listen to your message. Similarly, you can also take the audio from your podcast and turn it into a quick and easy video. This can even be as simple as using a selection of images to produce a ‘slideshow’ for the visuals with your podcast overlaid to provide the commentary. This then gives you the option to distribute it using the likes of YouTube and Vimeo, further extending your reach and generating more coverage for your business.

So it’s easy to see why podcasting is becoming an increasingly popular way for businesses to market themselves online. However, before you set out to produce and publish your audio masterpiece it’s important that you first have an idea what your message is going to be and how you are going to deliver it. And this means you need to have a script.

You might think that because you know your subject inside out that you can record your podcast off the cuff without needing to do any real planning. Sadly, we have seen (or rather heard!) many a podcast that has failed to engage its audience due to a lack of a well-written script; so try and resist any temptation to wing it!

To learn more about marketing your business with podcasts why not download our free guide “How to Write and Record a Podcast?

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