Demystifying Podcasts

I am not going to go into great detail on what podcasts are. A simple explanation is they are online radio shows distributed through RSS feeds (i.e. syndicated online). As a regular Internet user there is a 50% chance you have listened to at least one podcast. As a reader of this blog the likelihood is high that you already subscribe to a podcast series.

If you are wondering whether podcasts are right for you and your business, or want to know whether you are capable of producing a podcast, here are some points to bear in mind:

• Podcasts work best if they are aimed at a niche market. So, examine the people your business targets and decide what would offer them the most useful information and value, and what will keep them subscribed to your podcasts week after week.

• Podcasts are not a vehicle for hard-sell advertising. By all means, mention where people can get more information, refer to your blog or website, suggest further ways listeners can ask more questions or interact with you on a forum, but do not push a product or service at the expense of good content. Listeners can easily unsubscribe from your podcast feed if they are not getting what they expected from you. By providing your listeners with good quality, valuable, and free information and advice you will be establishing your name and area of expertise in their minds.

• Be yourself and do things your way. Don’t try to copy someone else’s podcast topic or style. Find your own angle and presentation style. Part of what brings listeners back to podcasts is the human element.

The techniques of recording your podcast are the same as any other audio product, as mentioned in my previous guest posts, although with podcasting you also have the option of creating the podcast live. This is dependent on your comfort zone and whether you feel happy about just “putting it out there”.

Your podcast hosting options include:

• uploading the audio to your own website and then streaming through directory sites such as Big Contact

• uploading your audio to a free podcast directory such as Talkshoe who will host the audio but usually add their own commercials to the beginning and/or end of the podcast

• paying a small fee for a service that hosts the audio for you, such as HipCast

You will need to weigh up the pros and cons of each option. Hosting the audio on your own site can be expensive if you exceed your bandwidth and have to start paying for any extra bandwidth you use (you will need to check with your web host with regards to your bandwidth allowance and what the cost is if you exceed it).

Listeners to podcasts prefer them to be commercial-free but it depends on the extent of the advertising as to whether the free option is worth it. If you are just starting out and short on funds, this might be a good way to dip your toe in the water!

A paid service is usually best, especially if you expect a large audience, do not want extra bandwidth costs and want all the technical aspects taken care of for you. Most paid services offer different, affordable payment plans depending on your usage.

A more important question you should ask is “Why should I podcast? What are the benefits to my business?” I’ll be tackling those questions in my next guest post.