IN THIS CHAPTER
We've talked mostly about approaching podcasting from an individual's standpointhow to make your hobby better and even how to generate some revenue. But it is no secret that podcasting can be a valuable tool for businesses. The ability to reach people is vital to any business or service, and podcasting gives you a new way to do that.
When the Internet gained popularity, companies needed to rethink how they reached audiences. They no longer had to think in terms of 30 seconds of audio or video, a magazine spread, or billboards. Suddenly they could leisurely explain who they were and what they could offer the public. Those that did a good job of entertaining people as well were the ones that received the most traffic.
The same can be said for podcasting. When you use a podcast as a marketing tool, at its basis it is simply an ad. As any non-football fan who watches the Super Bowl can tell you, a lot can be done with an ad. Podcasting can announce new products, give news associated with a product or service (if you're with a sporting goods company, you can include sports scores or commentary, for example), and act as a supplement to the information on your website.
Consider this: Podcasts can get your information to visually impaired customers who might not be able to access your website otherwise. Powerful screen readers are available, but some of the more "clever" website designs can confound them, making surfing the site frustrating for the user. If you get your message out in podcast form along with your site, vision-impaired users will appreciate it.
In some cases, the podcast can actually enhance your product. We'll talk more about this later, so read on!