Podcasting is another form of marketing/public relations businesses can use to give a voice to their company. They can also be used to nurture leads and will have customers returning for each installment you produce.
If you’re willing to try it, you have to commit to producing more than just one. An easy way to get started is to create a series focused on one topic. Don’t finish the story in the first installment, and listeners will be inclined to come back for future segments.
Here are some other ideas from Brian Carroll of the B2B Lead Generation Blog:
- Ideas or tips of the day, week or month
- Short interviews with thought leaders and industry experts
- Record speeches, webinars or teleconferences
- Promote an upcoming event by giving a preview of the speaker or content
In the HR product and employee training world, podcasts topics could include:
- previews of online training events
- clips from old events
- commentary on a new book series
- legal HR news
- repurposed articles read aloud (think book on tape)
- training game demonstrations
- coaching and mentoring advice
A good thing to remember is that most people listen to podcasts from their computers, where attention span is limited. Also, if your listeners are at work, they’ll only have a few minutes to spare.
You can include links to podcasts in newsletters, with a short description of the content. Break podcasts up into short installments, creating a series in order to get more newsletter signups.
If your ideas are creative enough, your video podcasts could become a great tool for viral marketing. A viewer who really likes the video will pass it on to friends, then to their friends and so on.
For more information, listen to this explanation on podcasting from a friendly ninja:
And the ninja translation from the B2B Marketing Blog:
“Using this Ninja’s analogy – B2B prospects are whales, swimming around the internet looking for new, fresh content to keep coming at them. (No, not out of the ceiling tiles, from your Web site.) If that whale finds a podcast, it’s like finding an apple pie, much more delicious than the same old boring shrimp (redundant written content) they have been eating (finding on the internet) for years. Your clients will look forward to eating that apple pie, much more than they will your competitors’ same-old shrimp.”