Bring it on loud and clear, and see the difference...

“Podcasting is in vogue and when it’s done right, it can make a big difference to your brand!” No, this is not some headline from the biztech pages of a newspaper from 2005-2006, right around the time when Apple iTunes support for the new media format helped propel podcasting into the mainstream. This is very much the here and now— podcasting is fast seeing resurgence as a vehicle for personal and professional brand outreach on the social web in 2013. What’s changed, you may ask? Why is podcasting seeing so many folks lavish so much attention on the subject now, when podcasting made it big almost seven years back? To answer this, I will need to take a few steps back in time. You see, podcasting came about when folks figured out they could use the vast iPod and iTunes user base to distribute custom audio content—akin to a downloadable radio broadcast. Think of podcasts as 21st Century radio channels that you can listen to in your car, on the ride to work or at the gym, with individually chosen content that each person wants to hear. Cut to the iTunes Music Store-dominated present, and the distribution channel (iTunes) is as popular as it gets. What’s changed over the past few years is that unlike the days of yore when you had to download a podcast and transfer it onto your iPod for consumption, today each one of us is sporting smartphones capable of downloading and listening to a podcast directly (without a PC) when the publisher posts it online. Combine this with the increasing amounts of time we spend commuting to and from work, and what you get is an entertainment and information medium that is more easily available and consumable than ever. A medium that brands, marketers and social media experts are fast realizing represents an incredible opportunity to reach out to their target audiences, in particular those that are ‘actively engaged’ with the brand. This way, your audience is able to take your brand and messaging wherever they go, rather than being tied down to a schedule where they are in front of a computer. Not to forget the bonus—an article or white paper that you write requires at least one hand and both eyes—a podcast can be consumed in a hands free fashion. In fact, studies published in the “Social Media Marketing Industry Report 2013” suggest that interest in podcasting grew eight times in the past year alone, with 24 per cent of marketers actively looking to increase their usage of podcasts in the coming year. Consider the benefits. For one, podcasting is a very cost effective way of getting your brand noticed and opening up lines of communications with new and existing customers. The cost of hosting the podcast is virtually free, and you really only need to figure out how to pay for the person who generates the content and records the podcast. The smart marketer can even leverage podcasts to answer questions regarding your service or marketing offers and contests, or use it as a route to though leadership by educating customers about how to be more Nanda productive or keep in touch with the latest developments in the space in which you operate. Yet, getting that first podcast done right and keeping the momentum going requires marketers and even individual brands to meticulously plan each podcast episode and keep some key dos and don’ts in mind. You should, for instance, play around with different tools and programs to arrive at a setup and workflow that works not only with your budget but your work environment and style of working. You could use something as easily available a basic computer microphone and free programs like as Audacity (for Windows) or Garageband (for Mac) to record and edit your audio. It helps if you’re podcasting about a subject you are passionate about—the enthusiasm (or lack of it) inevitably comes across to the listener. Of course, it goes without saying that your content should be the star and offer advice or information so that it serves as a resource they can use, and not just a prop to push your products and services—show the listener how you can help them rather than just what your business does for them. Bear in mind—pushing a podcast out takes a lot of preparation—right from writing out an engaging script to identifying interview subjects, not to forget a ton of practice! So aim for a schedule that you can stick to, rather than aiming to broadcasting once a week with nothing to say! And finally, keep it short, tight, simple and fun—you reduce the risk of testing your audience’s patience!