The Business of Podcasting

The thought of podcasting and the image of someone sitting in their basement with a computer and microphone, dreaming of becoming a professional DJ, is what comes to mind for many. It may surprise you to learn that this emerging technology is actually becoming a mainstream marketing and communication tool for businesses, with the potential to make significant contributions to the bottom line.

Podcasting is simply the act of making radio-quality audio programs available for download through an RSS feed to a computer, MP3 player or other portable media device. Listeners need only subscribe to a podcast once; afterwards, new content is automatically delivered to them as soon as it becomes available. With computers and portable media devices being everywhere, podcasting is a powerful tool for businesses to extend their brand, improve customer stickiness and increase sales and their online visibility.

Benefits of Business Podcasting

Man hosting a podcast

Small to mid-sized businesses are known for being early adopters of cutting-edge technology because they are generally more willing to try new things that can help them gain a competitive advantage. Business podcasting is an inexpensive, effective means for these companies to get their messages in front of potential customers, globally. And because listeners have a vested interest otherwise they wouldn’t subscribe to the show delivering specific information so precisely to target audiences yields a higher ROI than any direct marketing or advertising campaign.

Companies are also using podcasting to streamline business processes and enhance their internal communications. Instead of sending out monthly newsletters or conducting group training sessions, business podcasting is a more effective method for distributing and sharing information. Simply create a podcast and your target audience can listen to the information whenever and wherever they want by simply downloading it into their portable media device. Not only does this create a more enjoyable listening experience, its more cost-effective and less time-consuming than the old traditional methods.

The benefits of business podcasting are still emerging; but, its only a matter of time before businesses leveraging this new medium become commonplace. Inexpensive, easy to implement and greater ROI, podcasting is one of the most effective tools a company can use to communicate with potential customers and grow its business.

Among the many genres or types of podcasts there are some that are had moved beyond the entertainment or plain informational aspect of podcasting which was very prevalent during its very early years. These new genres have a far loftier aim to inform and help people. There is a whole new wave of podcasts that have adopted this goal and they run the gamut of topics from technology, science, economics, even home improvement. But by far, the podcast type that is seems to be experiencing a massive push in popularity among podcast fans are business podcasts.

Business podcasts are still in its infancy but when it comes to popularity it is considered as one of the most popular on the internet. There may be many reasons why business podcasts have achieved such a high level of popularity in such a short time.

One very important reason is that most people be it casual podcast listeners or more experienced businessmen have a fascination on how to handle a business correctly. Most people have a belief that operating a business is a very hard task and they need all the help they can get in order to make their business run smoothly and successfully. And if they can get that information from business experts then all the better.

Another reason why business podcasts are quite popular is because of the need for self-improvement. There are people who think that since they will be investing some time listening to podcasts then it may as well be about something that will improve themselves personally or professionally.

Business podcasts are also entering the marketing mix of most companies and online businesses. Business owners and marketing professionals have realized that business podcasts are a great way to drum up attention for a business. A podcast about a business core market gives the impression that the business is a prime mover in the industry and a source of credible information. This will definitely increase the corporate equity of the business.

Get started today!

Here are some good reasons you need to start a podcast today whether for fun or for business. How would you like to be recognized as an authority in your area of interest or expertise? Podcasts are popping up all over the internet on every imaginable subject.

But things are just getting started. Chances are you can still be one of the first to start a podcast in your chosen niche.

You can quickly be recognized as an expert in your field. This is a powerful way to build a following or strong customer base.

Think about when you hear or see someone on the radio or TV. They have instant credibility. As a podcaster you will enjoy the same credibility. People will value your opinion.

You can leverage this position to influence your audience, promote yourself and even make money. If you have an audience that is interested in a specific niche, there will always be others who want to reach that audience, too. This is how you find advertisers or sponsors.

Gain a Very Focused Audience

Two people podcasting

With the right content, you will gain listeners fast. Not only that, but your audience is potentially worldwide. You can offer quality content to keep in touch with your customers and keep yourself, your product or your service in the front of their mind.

Podcasting is a great way to cut through the clutter and reach your audience. This is not like the radio where your listener is waiting for something that interests him. He has chosen to listen to your podcast because it interests him.
This makes podcasts very effective for promotion, marketing and growing a focused audience.

One reason that podcasting has become so popular is that it’s automated. Listeners subscribe to your feed. This means they dont have to remember to return your site to check for new content. When you post new content, it’s automatically downloaded to your listener.

Because listeners subscribe to podcasts, they have chosen to receive your content. They have already shown interest in your message by subscribing. In addition, a podcast does not get lost in SPAM like with e-mail. You can be sure your message is reaching a focused audience.

This means your content automatically reaches your audience without any barriers increasing the efficiency and ease of delivering your message.

Because your podcast is delivered over the internet, it’s a very inexpensive means of communication.

Use what you’ve already got

All you need to start your podcast is a computer, a microphone and a broadband internet connection. Later, you can buy nicer gear if you want. For now, you can get started with very little cost. All you need is something to say and a desire to say it.

If you were to try and do the same thing on the radio, you would have to face all kinds of FCC regulations to learn and follow. Plus you would have the expense of broadcasting. Podcasting removes all of that cost and trouble.

Podcasts have been popping up all over the Internet in the past year or so. I have come across podcasts on anything from the latest tech gadgets to gardening tips. With millions of listeners out there and plenty of new people listening to podcasts every single day, now is a great time to start your own podcast and make some money along the way.

So far podcasts sound pretty similar to an Internet Talk Radio Show, doesn’t it? Even though the two have many similarities, there are also quite a few differences. Podcasts are unusually not as structured as an Internet Talk Radio show. The tone of a podcast is very informal.

Podcasts are usually on blogs and are also available for automatic download. Podcasts also don’t have guests on every show. The host of the podcasts does a lot of the talking him or herself. Podcasts be shorter or just as long as a talk radio show, plus they can vary in length from one show to the next.

Having your files hosted through a service like audio acrobat has the added benefit that people listening to and downloading your podcast will not eat up your bandwidth. This may save you quite a bit of money in hosting fees. You also don t have to worry about troubleshooting when there is an issue with the audio files.

Let’s talk about how you can start making money with your podcast. Your two main sources of income will be paid advertising and affiliate programs. You can sell 30 60 second ad spots on your podcast, as well as advertising spots on the site that links to the audio file of your podcast.

As far as affiliate marketing goes, you can promote related products on your website and mention them in your show. If a listener follows your recommendation and buys the product through your link you will make a commission.

Another, newer source of income for podcasts that’s starting to pop up is sponsorship. Companies will pay good money to be mentioned as the main sponsor of the podcast both on your podcast website and in the show itself.

Once your podcast attracts some listeners and you start getting some publicity, it should be easy to attract a corporate sponsor. In the meantime you could contact a few small businesses in your target market that may be interested in sponsoring your podcast for a few months.

Now sit down, grab a pen and paper and come up with a great topic you can talk about for hours. Jot down a few ideas and start recording. Before you know it, your first own podcast will be up online


Boy shouting in to microphone

Podcasting is an easy way to reach a focused audience. Whether for fun or to make money, podcasting allows you to easily reach a focused and loyal audience. You can brand yourself as an expert or celebrity in your niche.

Podcasting is inexpensive and easy new medium for sharing your message with a focused and passionate audience. As a podcaster you’ll become a recognized expert in your area of interest or expertise.

You can get started with no more gear than your computer, a microphone and a broadband internet connection. People could be listening to your podcast in less than a day. Make your voice heard.

You can use podcasting to boost your credibility, build your list of customers and gain a fan base very quickly. This makes podcasting a great tool to promote a product or service.

Would love to hear your thoughts on podcasting and how it can help your business.

Best Regards Shane.


2 thoughts on “The Business of Podcasting”

  1. My husband is a truck driver and uses podcasts to keep him engaged while he drives. His friend, also a truck driver of many years, has now started his own podcast I suppose with the thought of using it as a way to make retirement income. I am just becoming aware of the information “out there” on pod casts. I think that is a whole new world I am becoming aware of.

    • Hello Carolyn, 

      Thank you for reading my post.

      Podcasts are becoming more popular than ever. 

      All you need to do is find your audience and take it from their. 

      Regards Shane.


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