1. The document discusses setting up a business podcast and making podcasting work for businesses. It provides guidance on developing podcasting objectives, strategy, content, production, launch, and evaluation. 2. Key aspects covered include identifying the target audience and desired outcomes, developing an editorial calendar, scripting, recording and editing podcasts, hosting options, promotion strategies, and best practices like regularity and quality audio. 3. Examples are given of businesses that have successfully used podcasting to build their brand, showcase expertise, and increase sales.

1. Rob Marchant presents…. Here is a title that is in a box First presented: 2008 At: The eBusiness Programme Setting Up A Business Podcast - Making Podcasting Work For Your Business

7. Benefits of Adding Podcasting to Your Marketing Mix….. * * there are probably others specific to your product, brand or service!

8. An additional communications tool for your business 1

9. Increases online visibility to your target market 2

10. Increases internet visibility from the search engines 3

11. Increases internet visibility & traffic from RSS & podcasting directories 4

12. A communications medium that’s more powerful than text – so improves results from your marketing message 5

13. Increases your perceived expertise 6

14. Value added offerings that are only available in audio format 7

15. Increases ‘mind share’ – wherever my market is I am there too 8

16. More frequent touch points – top of mind participation from target audience 9

17. Increases perception of product, service, brand or value in customer’s minds 10

18. Remember: it’s a niche medium… Television ‘ Traditional’ radio Print media Direct mail Podcast £ … a targeted message for a targeted audience with high ROI

19. Potential Uses of Business Podcasts

27. A. Business Objectives & Podcasting Strategy

31. B. Creative Strategy

38. C. Recording & Editing

39. Record & Edit using Audacity Refer to the Quick Start Guide C. Recording & Editing

40. D. Launch & Promote

43. Lybsyn.com D. Launch & Promote Storage space reset monthly. Old media content automatically archived. Edit ID3 tags after file is uploaded. Publish RSS based on data in ID3 tag.

44. Lybsynpro.com D. Launch & Promote Has all the features of Lybsyn but with various tools for easy business management, like time release, multiple syndication etc

45. jellycast.com D. Launch & Promote UK based. Easy to use. Plenty of bandwith. Hosts Ricky Gervais podcasts – the worlds most downloaded.

46. goDaddy.com D. Launch & Promote Reads data from ID3 tags to avoid inputing information more than once. Customizable templates available. Various plans.

47. odeo.com D. Launch & Promote Free….but a message about Odeo is inserted at the start of each MP3. Uploads are limited to 50 MB. Good for your first try.

48. Hosting example here

51. Provide instructions for new subscribers…

52. E. Evaluate

55. Case Studies

59. Case Studies

61. Case Studies

63. Podcasting Best Practice

64. Know your audience, target market and strategy  1 Podcasting best practice

65. Be organised in the messaging that’s being delivered  2 Podcasting best practice

66. Work with notes, outlines & scripts to keep podcasts on message  3 Podcasting best practice

67. Edit podcasts for content, quality and length  4 Podcasting best practice

68. Deliver valuable, informative, engaging & entertaining content that can’t be got elsewhere  5 Podcasting best practice

69. Ensure good quality audio – use proper microphones & software  6 Podcasting best practice

70. Provide programme notes where appropriate  7 Podcasting best practice

71. Use proper meta data so your podcast can easily be found  8 Podcasting best practice

72. Ensure that the RSS feed works & use a good quality hoster  9 Podcasting best practice

73. Submit your podcast to the popular directories  10 Podcasting best practice

74. Use a quality hoster that makes life simple and can handle the bandwidth  11 Podcasting best practice

75. Evaluate – Ask/measure audience opinion  12 Podcasting best practice

76. Learn from your mistakes and make changes to strategy and content as needed  13 Podcasting best practice

77. Find out more… www.podcastusermagazine.com http://audacity.sourceforge.net

78. Here is a title that is in a box For more information …. visit my blog: www.robmarchant.typepad.com my website: www.cinnamontraining.com or email: [email_address]