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Last week, we talked about auditing your Web site to ensure it contains content that positions you as a thought leader in your space. This week, let's discuss one specific vehicle that enables you to do just that. Podcasts.
In 2008, Arbitron/Edison Media Research stated that the podcast audience is growing quickly, expanding by 18% over the past year. With about 30% of regular Internet users having listened to podcasts, this powerful and easy to deploy vehicle, can be used to position your company as a thought leader via the Web.
Rules of thumb when it comes to successful podcasts include:
- Keep it brief (anywhere from 10 to 20 minutes, depending on your content)
- Focus on a single topic
- Produce and schedule shows regularly to keep listeners engaged
- Cover relevant topics that are valuable to your target audience
- Promote it through multiple vehicles (if nobody knows about it, how can they listen)
Podcasting enables you to share your opinions and deliver educational information to current and potential customers, while reinforcing your brand at the same time. But the real beauty is that podcasts can be listened to anywhere… at anytime, which means your message is accessible 24/7.
Next time we'll discuss Webcasts – another value-added vehicle you can use to position your company as a thought leader in its space.
Tags: podcasts