Media Magic Weblog

I’m guessing most people will say that a web site is the most effective marcom tool. I’m going to go out on a limb and debate something different…Podcasting! When I had my 3 hr daily commute to work in Chicago, my iPod was my best friend. I quickly discovered a whole new world available right at my finger tips. I’ve downloaded everything from Spanish lessons, cooking shows, NBC Nightly News, to Pastor Joel Osteen’s weekly sermon.

Podcasting has become increasing popular: Of the 22 million Americans who own MP3 players, including Apple’s iPod, about 29 percent have downloaded the audio files that make up a podcast.

Here are three quick tips for those eager to start podcasting.

1. Content determines length

Content should dictate everything, including podcast length. An audience will determine the length of broadcast. The length of a podcast designed primarily for entertainment value can be as long as 30 minutes. When people download podcasts, they often listen to them while in the car or exercising. A 30-minute podcast is digestible; any longer and it’s easy to lose listeners’ attention. More technical podcasts can be shorter; 10 minutes is often cited as a good length—sufficient to impart valuable information.

2. Focus on single topic

One reason many good podcasts are short is that they focus on a single, specific topic. Single-topic podcasts are not the only way to go but also the best way to enter into the world of podcasting. Potential listeners eyeing podcast titles generally will give a new provider a whirl if the topic of the podcast is very specific. What’s more, focusing on a single topic leaves other topics for subsequent podcasts.

3. Make responding easy

Podcasting is a direct-response vehicle. Mention a Web site or reference an article and make it easy for listeners to find that material after they stop listening. Smart marketers make sure that listeners know what action to take (visit a Web site, make a call, etc.) and offer a variety of ways to be contacted.