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WHITE PAPER
Podcasts deliver fresh, authentic audio
content to target audiences
To stay competitive in today's leaders and to encourage creative podcast. However, the following business-to-business world, thinking. And third, podcasts are guidelines will serve as best marketers know they have to becoming the "medium of choice" practices for getting your podcast embrace Web 2.0 technologies for customers and prospects program up and running:and tactics such as search engine who want information fast - optimization, social media press in an easily digestible format. . Podcasts should focus on content releases, blogs, podcasts, RSS that's relevant to your target feeds and webcasts. Compared to According to a joint research survey audiences. Content should be traditional marketing tools, Web conducted by KnowledgeStorm educational and entertaining - this 2.0 technologies and tactics enable and Universal McCann, 65 percent isn't a sales pitch. Think of yourself B2B marketers to create deeper, of business and IT professionals as a broadcast journalist. What are richer two-way communications said they listen to podcasts for the key topics and issues affecting with their target audiences. both personal and business your customers, their markets reasons. What's more, 60 percent and their industry? Each topic While search engine optimization of respondents said white papers or issue can serve as the subject and blogs are all the rage in the B2B and analyst reports would be more matter for one podcast episode.world - consider that 175,000 new interesting if they were delivered . W hat's the ideal length for blogs are created every day - one of as podcasts. Ideally, podcasts an episode? Seven to 10 the hottest new trends is podcasting. should be offered in addition minutes should do it. After 10 A podcast is a multimedia file that to white papers because audio minutes, the listener's attention is distributed by subscription (paid content isn't very searchable right span will start to wane.or unpaid) over the Internet using now. That will likely change, . W isely choose your interview syndication feeds. The podcast is however, as technology advances. experts and host/interviewer. then played back at the listener's convenience on a personal computer "For many organizations, The host/interviewer can be the broadcast journalist - asking or other device featuring MP3 podcasting for marketing purposes is not an either/or decision," writes probing questions, playing capability, such as a car stereo devil's advocate, engaging the system, a home entertainment David Meerman Scott in his interview experts in a free-flowing system, an iPhone or an iPod. groundbreaking book, The New Rules of Marketing & PR. "Instead, discussion. The best interview (Hence, the name "podcast.") podcasting coexists with blogging, experts are those who completely Why are podcasts important? First, a great Web site, e-books and other understand the topic or issue podcasts are another innovative way online marketing tools and programs at hand and can help listeners for B2B marketers to communicate in a cohesive marketing strategy." solve their business challenges.directly with their target audiences. . Podcasts are best left unscripted. Second, podcasts allow marketers Podcasts have only been around Why? Because scripted podcasts to deliver fresh, authentic content, for less than three years, so come across as too slick, too stilted to humanize their companies, to there is no playbook, no master and too boring. Instead, develop position their companies as thought plan for creating the perfect talking points for your interview experts. Make sure they know While conceiving, producing and customers, prospects and other how to deliver the talking points posting an episode can be exciting "influentials" is one good yardstick. in an easy, conversational style. and rewarding, the fun doesn't stop But with Web 2.0, there are other . To produce each episode, you there. It's also important to promote ways to measure an episode's will need some basic equipment the episode and your podcasting effectiveness - Web trends and such as microphones, a computer series. And what better ways to analytics, Web site click-throughs, and podcasting software. do so than through the new Web downloads, blog activity and Recording should be done in a 2.0 technologies and tactics. onli... [download for more]
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