I’m running
a number of podstorming (podcast + brainstorming) sessions over the next few months
to design a podcast format for our Interactive Media Team. There are plenty of web sites which tell you the
basics of Podcasting so instead of regurgitating this I’ll be blogging the actual
steps we take in creating the podcast, from determining business objectives and
understanding our audience through to final production and hearing our voices resonate across the airwaves.
Our first podstorming
session is this Friday at our Community Day and I’ll blog the output from this
session. To kick things off I’ve had a
braindump around benefits of producing a corporate podcast as part of our overall
marketing mix: -
Low-cost message delivery
platform
Convenient &
inexpensive/ cost-effective way to reach our audience
Reach potential clients
and existing customers
Reach a focused audience
Narrowcasting - listener
has chosen to subscribe to the content so they have already shown an interest =>
listener base is large but has a narrow focus of interest
Listeners can take our message
with them on their mobile devices
Demonstrates our expertise
Raises individual and company
profile as a recognised expert to a wider audience
Publicity
Allows us to put passion
and personality in to a podcast – this often gets lost in written articles
Add a personal touch by
putting a voice to our company/ team.
Brand extension
Reinforce our position as
innovators
Make use of all available
marketing channels
Attract search engine traffic;
increased SEO benefits
Of course there's a potential revenue stream to be had by using an advertising model, but this is not something I'll be looking at.
We are focusing on our
external audience but it’s worth noting that podcasting is a great way to disseminate
information internally e.g. presentations, announcements, newsletters and even
training
Has your project or company realised any
benefits that I’ve not included? If so,
please add your comments.