Podcasting for Business

Podcasting is by far the easiest way to get consistent quality traffic for your site. Every single person I know that has put a podcast together has more traffic than they know what to do with. Frankly, I don’t know why more businesses don’t implement this incredibly easy and efficient way to get people talking about you and your business. This article will go over the three components of podcasting and how to do it on the cheap. If you think podcasting is too difficult or you haven’t considered it please just bear with me five minutes. You will be converted!

Three steps to podcasting: Record, Host and Distribute

There are three steps to podcasting. Once you have those three steps in place you are set. At that point it is just a matter of marketing and providing quality content. Let’s dig into each step:

Recording options for podcasting vary based on your end goal. If you envision having call-in guests and more interaction it would be wise to use services like blogtalkradio or talkshoe to set up your program. These are call-in services that record and post podcasts on your behalf. They are also the cheapest way to record a podcast.

On the other hand, if you are more concerned with traffic I would suggest the mp3 approach. This is when you record an mp3 using a program like wavepad (paid) or audacity (free) and then post to your site. I prefer this approach because I can edit and polish before anybody hears the final product. You will also need a microphone to record your mp3s, I suggest anything from Blue. I use a Yeti from Blue for all of my podcasting.

Next we have to consider hosting. The actual podcast needs a place to call home. You can use free services like talkshoe to house your podcast. This will allow you to keep costs to a minimum but I don’t suggest it. It may or may not limit your ability to market your podcast and it greatly diminishes your podcast’s credibility. I highly suggest you host your podcast on a paid service or your very own site. Keep in mind that mp3 files are rather large so if you want to consistently post podcast it will increase your site load time. Great paid hosting services to consider are Blubrry and Nanacast among others.

One caveat about Blubrry is their WP plugin. All you have to do is add this plugin (Blubrry Powerpress) to your WP blog and you can add mp3s to any post. And since you can use Blubrry for hosting it is even easier. They recently updated their plugin to include video as well. I can’t say enough about how awesome Blubrry is but let’s get back to our list.

The last component of podcasting is distribution. Distribution of your podcast is pivotal. And it is the reason behind the great traffic your podcast will bring. Adding feedburner and RSS won’t take you more than 5 minutes. This will be extremely helpful when people find your site and want to follow you. The way to gain listeners that aren’t site visitors is podcast directories. They are literally hundreds of podcast directories. Here’s a quick list of tips about podcast directories:podcasting for business

–          Do not outsource this work to someone outside of your team. It will take a few hours but you only have to do it once. Some directories have very specific guidelines about podcast description and categories. If you outsource this to someone unfamiliar with the product they will not be able to fill out these forms correctly. That will keep you out of the list.

–          Don’t discount smaller directories. Some have a very small but extremely loyal following.

–          Consider your targeted keywords before you start registering for podcast directories. This will cut down your time and keep you from going back and modifying.

–          Take the time to skim the categories within a particular directory before you register. You might find that you could fit in two categories and one of them is saturated.

Unless you want to go whole hog (forgive my kentucky expression) and buy a studio podcasting won’t cost you very much. We’re talking $0-$150 to get started and $0-$35 a month to host/distribute. You can spend a lot of money on editing but once you get the hang of a program like wavepad it is pretty easy to clean up tracks yourself.

Then all you have to do is consistently post new episodes and keep doing your other types of marketing. Podcasting can be a very simple way to boost your business blog into a whole other realm.

One last caveat, many of our clients ask me what they should podcast about. Obviously there are a lot of options. The simplest of course is to just read the blog posts you already have on your site. This will bring in a whole different audience without adding much to your workload. It also does wonders for your time on site stats and Google likes that!

I realize podcasting is a bit out of our normal subject matter but I thought it was interesting enough to share. Hope it gets your wheels turning!

Since we are neither a podcasting nor a traditional marketing company we don’t go out of our way to advertise podcasting services. However, since it is a hobby of mine I have set up and recorded podcasts for clients in the past. If you would like to know more about that feel free to email me directly via amie@contentequalsmoney.com

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Amie Marse is the founder of Content Equals Money. She lives in Lexington, KY with her two dogs: Billie and Lily. She has been writing content for her web based clients since 2005. She launched Content Equals Money in Oct of 2010, home of conversion focused content writing services. She loves to chat about small business development and how to make content equal money!

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