the business case for podcasts
TRANSCRIPT
PODCASTINGWhat’s the business case?
Twitter hashtag: #LDNpod
About me
Online and traditional PR specialist
Founder, Planet Content
Founder/Editor: RunMarketing.co.uk
Twitter: @CMRLee or @RunMarketing
Just what is a podcast?
“A podcast is a digital audio or video file that is episodic; downloadable; programme-driven, mainly with a host and/or theme; and convenient, usually via an automated feed with computer software.” – University of Texas, Austin
- Playable from portable mp3 players and websites- Undervalued social media channel?- Targeted podcast search on iTunes
Why podcast?-250 million+ iPods -58 million podcast listeners-Reach new audiences-Entertain-Engage, add a personal touch, build relationships-Demonstrate thought leadership (new business)-Educate-Niche, interested audience-Add interactive content-Easy to build a subscriber base-Multiple verticals
Who’s podcasting?
Case studiesBusiness: Motley FoolLanguage: RadioLinguaTravel industry: VisitBath, Visit ScotlandMarketing: Internet Marketing PodcastMuseums: British MuseumTV: Discovery ChannelUniversities: iTunes UPolitics: No.10, AmnestyReligion: TheBiblePodcastTechnology: Apple Keynote
Show me the money...“Podcasting stats are weird things, it’s almost like it doesn’t matter if you see it working and you’re getting feedback from the podcast, and people are phoning up and saying ‘I’ve been listening to the podcast, you guys seem to know what you’re talking about, can we talk about blah, blah, blah?’, when they’ve already made the decision to do business with you, who cares about the stats?”
- Andy White, WireWorldMedia
Missed opportunity?
- Not indexed by search engines- iTunes is big but YouTube is bigger- Barriers to creation - So much rubbish out there – how do you get to the good stuff?- Dominated by traditional media (e.g. radio and print media)
Extra channel – extra visitors
Content creates links
“Links are still king. Not content. Content is just the king’s bitch.”
- Mikkel deMib
Podcast PR- Largely untapped: Why not pitch to podcasters to interview you or your client?- What about advertising or sponsorship? (e.g. Audible)
Conclusion- Good tactic if targeted, compelling, informative and sales-free- Provides a human face to organisation- Adds value to customer experience- Demonstrates thought leadership- Ripens customers for sale- Cheap and simple- You can compete with the big boys
