This 7-page report provides guidance on starting a podcast to nurture leads. It defines podcasts and discusses their business benefits for branding, lead generation, communications and SEO. It offers tips for attracting listeners through concise, accessible content and promotion. The report also provides steps for recording high-quality podcasts and creating an action plan to implement a podcasting initiative, including identifying use cases, selecting a solution, measuring results and getting feedback.

1. Best Practices Report:
Nurture Prospects & Leads with Podcasts
Executive Summary:
This report provides practical advice for understanding the value of podcasting, learning best
practices, and getting prepared to develop and launch a successful podcast program.
Read this brief 7-page report to learn:
• What is a Podcast?
• Business Benefits of Podcasting
• Attracting Listeners to Podcasts
• How to Record a Podcast
• Action Plan
Review this report to understand the business benefits of adding podcasting to your marketing mix.
Additionally, follow our Action Plan to get started with your podcasting initiative.

2. Table of Contents Page
What is a Podcast? 3
Business Benefits of Podcasting 3
Attracting Listeners to Podcasts 4
How to Record a Podcast 5
Action Plan 6
About Demand Metric 7

3. What is a Podcast?
Business Benefits of Podcasting
“A podcast is a collection of digital media files distributed over the internet using syndication feeds for playback
on portable media players and personal computers.
Although podcasters' web sites may offer direct download or streaming of their content, a podcast is
distinguished by its ability to be syndicated, subscribed to, and downloaded automatically when new content is
added. This is done using an aggregator or feed reader capable of reading feed formats such as RSS (really
simple syndication)”
Source - Wikipedia
Podcasting has quickly become an important part of many permission based marketing campaigns
because it provides high value at a low cost.
Companies are using podcasts for the following reasons:
• Branding: effective podcasting is an excellent medium to reach our generations’ tech-
savvy consumers. Additionally, podcasts can position your organization as an industry
leader, provided the content is relevant and timely for your target audience.
• Lead Generation & Nurturing: keep prospects engaged with your brand by providing a
trusted source for value-added content and industry best practices. Set up a simple
form on your website to capture visitor information as they register/subscribe to
podcasts.
• External Communications: keep investors, media contacts, industry analysts, and
current customers informed with company news and product updates.

4. Attracting Listeners to Podcasts
• Search Engine Optimization: search engines rank websites with high download
activity as more ‘important’, thus increasing organic search results.
• Website Content Improvements: if you are looking to beef up the ‘resources’ section
of your corporate, consider adding a series of podcasts.
• Marketing Opportunities: many organizations are sponsoring solid third-party
podcasts, advertising during the buffering time period as the podcast loads, and using
podcasts to promote brands with listener prizes. Consider adding a revenue stream to
your podcasts to increase the return on investment for your program.
A podcast is useless if nobody is listening. In order to attract the right audience and keep them
listening, follow these simple guidelines:
• Keep it Concise: most listeners have an attention span of 15-30 minutes maximum for
a given topic. Keep your podcast concise, and offer different podcasts on various topics
rather than grouping them into one huge podcast.
• Flexible File Format: use MP3 format for on-demand podcasts (after the original
broadcast) as it can be played on most rich media players. Avoid .wav files as the
industry has clearly adopted MP3 as the standard.
• Use an RSS Feed: promote and deliver your podcasts through an RSS Feed to keep
listeners coming back.
• Don’t Sell too Hard: while it is fine to communicate the benefits of your product, ensure
that your podcast is informational in nature, and not a canned sales pitch.
• Optimize your Podcast: provide a detailed description of the content of your podcast,
and add meta-tags and keywords to pages containing your podcasts to enhance natural
search engine optimization.

5. How to Record a Podcast
• Promote your Podcast: use an integrated approach to promoting your podcast,
including the following channels: contact center, email, blog, website, and podcast
directories.
• Brand your Podcast: have a clearly branded introduction and conclusion to your
podcast to engage listeners, thank them for their time, and invite them to attend any
future planned podcasts.
Podcasting provides a great opportunity to reach your target audience but comes with its own unique
risks. When recording a podcast make sure to use the right equipment and delivery methods to
mitigate user and brand experience risks.
Follow these steps to create an effective podcast:
1. Identify Target Audience: determine the audience that is most likely to join your podcast and
consider what they would like to learn about your organization.
2. Determine Podcast Content: brainstorm potential podcast themes, such as: investor reports,
product upgrades, business cases, best practices, competitive insights, executive interviews,
company strategy, etc.
3. Write Podcast Script: create a script that will be used to guide speakers through their podcast
recording. Practice the script until it does not sound scripted.
4. Select a Podcast Solution: strongly consider using Audacity (free) for recording your podcast
and Podcast Generator for delivering your podcast to your audience.
5. Get a Solid Microphone: Ambient noise can be a major problem. The quality of your podcast
can be greatly increased if you take the time of day into consideration and by using noise
canceling filters in the recording software. Consider using a USB audio capture device.
6. Record your Podcast: record your podcast with key speakers, ensuring it is no longer than 30
minutes or more than 10MB in size. Re-record your podcast until it sounds extremely
polished. Add text notes to make your podcast easily searchable for specific content.

6. Action Plan
7. Test the Podcast: check your bandwidth package with your website hosting provider as
podcasts can be expensive to deliver if you are have to pay for incremental downloads and
traffic. Ping your podcast to ensure your podcasts are updated at any podcast directories you
are posting on.
8. Deliver Podcast to Audience: upload an MP3 version of your podcast to your website (to be
made available following the initial broadcast) and create an RSS Feed to distribute your
podcast to your audience. Podcast Generator’s solution automates to creation of an RSS
Feed by enclosing one or more MP3 files, and providing the FTP application to upload the files
to a server.
Before you launch into your podcasting initiative, consider the following action items to get prepared
for a successful project:
1. Learn Best Practices: read thought-leader, Rodney Rumford’s whitepaper called “How to Leverage
this New Media Marketing Tool”. Also, check out iTunes Connect Podcast Resources and Digital
Trends blog post: “How to Make a Successful Podcast.”
2. Sell the Benefits Internally – discuss podcasting with senior management to build the business case
for purchasing any podcast-related software or services.
3. Identify Podcasting Use Cases – discuss this media option with internal and external stakeholders to
identify what type of content would be valued and in demand:
o Product Management – technical podcasts?
o Senior Management – strategic vision?
o Current Customers – product enhancements?
o Prospective Customers – best practices?
o Media Contacts – company news?
o Investors – company performance?

7. 4. Select a Podcasting Solution – view vendor demonstrations and select the equipment and
services you require to get podcasting going in your company.
5. Record your First Podcast – record the most impactful podcast in your line-up first to build
momentum and secure senior management commitment to this medium.
6. Broadcast your Podcast – market your podcast to key stakeholders and monitor who is
signing up.
7. Measure Results – track leads that were generated from your podcast to determine the ROI
of your program.
8. Tweak the Process – with each new podcast take lessons learned from your previous
experience to improve your capabilities. Ask audience members for feedback during your
podcasts, or send out a short survey following the podcast to measure your success.