A couple days ago, I was doing a pre-interview for an upcoming Polycom on Demand podcast. The topic revolved around a new resource Polycom has placed on their website that provides a one-stop location meant to help their customers better implement (or propose) a video conferencing environment. As I was learning about this resource, I discovered that within their “Tools” area, they had included links to a couple previous Polycom on Demand podcast episodes.
I thought this was a great idea.
To help their customers better position the Return On Investment (ROI) delivered by a Polycom solution, they included links two of our Determining Your ROI episodes:
By integrating their existing podcast content into this new customer offering, they’ve enhanced both the podcast’s standing as a valuable educational tool for their customers and the ability to deliver timely, helpful content via their online presence. This is a great use of their podcast.
If we turn our attention towards you, I’d suggest that if you are already producing a podcast for your company, ask yourself,
“What am I doing to help my other marketing efforts by
leveraging the content in my podcast?”
And if you haven’t begun podcasting yet, don’t forget that there is more to it than just creating a new MP3 file for your customers.
With the release of each new show, we provide each customer with a long list of ideas on how to promote/leverage that particular episode. I’d suggest that besides simply posting your latest episode on your server, think hard about how else your podcast can help move your story forward and shorten your sales cycle.
Now, I have a looooong list of other uses for podcasts. But I’d like to hear from you. How do you put your podcast to work for you? Let’s take turns sharing some ideas!
Reason Number 7 – Momentum
For companies that have successfully deployed a corporate podcast, they know a little something about momentum. Specifically, if your podcast is “reliable”, that is, it produces new episodes at the promised frequency, you can’t help but build more and more momentum around your show. (Of course, if the show is terrible… not so much.)
But what about the overall awareness of podcasting? As I’ve said before [post: Describing What a Podcast Is], many folks still don’t know what a podcast is. And if you read enough press, they’ll tell you that podcasting is a fad that is close to being (or is) over. However, a recent report suggests that podcasting continues to move up on our collective awareness scale.
According to an article I found on PodcastingNews.com, podcasting audiences have grown 40% in one year. The article states that e-Marketer’s January 2008 Arbitron-Edison Media Research study found the following:
- The podcast audience has grown nearly 40% in the last year.
- Podcasting reaches 18% of the US population, up from 13% a year ago.
- Podcast adoption is accelerating. A year ago, they reported that the podcast audience had grown 18%, less than half of last year’s growth.
- An estimated 23 million Americans have listened to a podcast in the past month.
This is good news. And it matches my experience here in Las Vegas. When I first moved here, the vast majority of people I talked to didn’t have the first clue what a podcast was. This is becoming less and less the case as the podcasting word continues to grow. (I consider this especially promising in Las Vegas, which I believe is 2 years behind my previous home base (SF Bay Area) when it comes to the adoption of technology–specifically, online technology like podcasting.)
The key to growing these numbers is to continue to deliver great content. Content that either educates or entertains your audience. If we all continue to work hard at delivering a great product, podcasting will continue to grow in the collective awareness and continue to help folks learn, laugh and take advantage of this great communication tool on their time, whenever and wherever they want!
Are you seeing an increase in podcast awareness where you live? Let me know!