Gini Dietrich

Marketing Your Business through the Use of Podcasts

By: Gini Dietrich | July 26, 2010 | 

I’m an English major. I love to read. I consume a ton of media – business books, fiction, articles, blog posts, tweet streams, e-Books, pretty much anything I can get my hands on. So the idea that video and audio work as marketing tools better than the written word scared me. I don’t watch many online videos. I don’t listen to many podcasts. So the rest of the world must not either . . . right?


About two months ago, I started doing video blogs, just to see what all the ruckus was about. Turns out, our blog traffic quadruples when we post a video. So I stopped being cynical and began podcasting, too. (You can hear my podcasts at InsidePR, where Martin Waxman, Joe Thornley, and I wax poetic about how the web is changing the PR industry.)

I tell you this not because I want you to listen (well, I do, but that’s not the point), but because it’s important to understand that podcasts work for marketing your business. There are many people who podcast, but a couple of my favorites are Computer Explorers CEO Deb Evans and Tasti D-Lite social technology officer BJ Emerson on Social Geek Radio and Clockworkers Nancy Lyons and Meghan Wilker on Geek Girls Guide.

The audience for podcasts is growing . . . and it is set to explode. eMarketer projects growth will continue through at least 2013, when there will be 37.6 million people downloading podcasts on a monthly basis. This is more than double the 2008 figure of 17.4 million.

People learn in different ways. Some people (like me) like to read. Some are visual and want to watch videos. But we all like to listen, which is why podcasts are becoming so popular. I mean, how cool is it that you can exercise, drive to work, or whatever else you want to do and learn while you listen to a podcast?

Want to try creating your own podcast? Follow these steps:

1. Choose your topic – make sure it’s one that has longevity, meaning you can speak on the topic weekly for a long period of time.

2. Download Audacity or other audio editing tool.

3. If you’re on a Mac, upgrade to QuickTime Pro. If you’re on a PC, buy a podcasting microphone.

4. Write a script.

5. Keep the podcast to 20 minutes or less.

6. Record your podcast in a noise-free environment. I wear my Westone headphones to reduce additional noise.

7. Apply the noise-reduction filter in your audio editing software and save the podcast file.

8. Upload the podcast to iTunes, your website, your blog, your newsletter, and to all of your social networks.

9. Then submit your podcast to ibizradio or another podcast directory.

Soon you will have an audience of people who really love what you have to say, will subscribe, and will help promote you in ways you never thought possible. And you got all of them with a tool that you recorded in 20 minutes or less.

What other tips do you have for those creating podcasts?

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • I have been thinking about Podcasts. Now I have a list of items to consider. If the podcast is 20 minutes, how much other time is needed to write the script, edit etc?


    • Gini Dietrich

      Well Rob, I hate to admit this, but we don’t write a script. :). I’d say it takes an hour for everything, including recording.

  • Good advice all. I would suggest for V-Blogs that 2-4 mins is optimal. One of my teams produces a written product (one page with links) and then a V-Blog which expands on the written product with visuals). Satisfies both the executive who wants the data quick and the executive who wants the data with depth.

    As always, good advice.
    All the best,
    Christopher (@BurgessCT)

    • Gini Dietrich

      I completely agree with v-blogs! Attention span is usually less than four minutes.

  • I’m now up to 5 podcasts and I can’t believe I haven’t been doing this for my business before. Although I’ve made them for clients I didn’t realise what an impact they would have.

    My bookings as a speaker have literally gone through the roof since I started podcasting and last week I got a deal to speak in China as a result at a Fortune 500 conference.

    I found the help and advice of Cliff Ravenscraft, the Podcast Answer Man, incredibly useful as a means of improving my sound quality, and recording Skype interviews.

    I’m with you 100% on this one, Gini.

  • We’ve been running a regular podzine for over a year now and I agree with much of what Gini has to say about podcasting, however, we tend to run 40-45 minutes (we polled our target business audience about length of commutes etc.) I’m still a bit sceptical about video due to badwidth issues, the reduction in audio fidelity you get from using youtube etc. and the fact that whilst it convenient and comfortable to listen to spoken word, watching it as well can cause motion sickness problems whilst travelling, good quality video is also a lot more difficult and expensive to record/edit. We have started a podcasting (audio) guide at our blog – Microsperience and would be happy to get feedback, comments suggestions. The one take home from Gini’s article for me though, is that audio is an ever increasing medium – when we had the idea to present this kind of material as audio nearly 2 years ago, the listen base was nothing like as large as it is today. D

    • Gini Dietrich

      I like what you say about commute times and that you know your audience listens while they are commuting. I’m going to check out your podzine. Thanks for the tips!

  • I love doing our Social Geek Radio podcast. We have an outline for each show which is very helpful but I will admit that we are easily steered in a different direction. It’s amazing how many new fans and listeners we have since the podcast can be downloaded from iTunes and played when it is convenient.

    Next piece of advice I will follow Gini is a v-Blog

  • In case anyone is interested in a little more detail about how to produce and distribute a podcast, here’s a presentation that I did last year at PodcampUSCG.

    So You Wanna Be a Podstar!

    Good luck and remember Rule #1: Have Fun!

  • Deb Bruser ( JoyFull_deb)

    I like the way you think!! I love podcasts, however, have not given it a try, yet!!

    I’m with you as far as reading a blog, rather than listening…something about words on a page. I even love holding a book…must make me tactile.

    The advantages of podcasts are HUGE and friends are always sending me something to watch. Soooo…I’ll check out your friend Peter Mello’s, “So You Want to be a podstar” site for further information. Who knows what will happen. :=)

  • I have been wondering about all these things. How-To’s, though numerous, are still not numerous enough!

    Thank you for the clear-cut guide. Of course there’s always other stuff, but it’s nice to have a roadmap.

    • Gini Dietrich

      We have a great time recording our podcasts. You should try it!

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