Just Like Peas in a Podcast
Published February 16, 2012
Society can be broken down into demographics based on financial standing, ethnic background or even preferred method of consuming information. The goal with cross-channel marketing tactics is to reach as many people as possible by diversifying the forms of content marketing an ad agency creates.
Podcasts offer a great way to reach out to consumers who are on the go or who are multitasking rather than staring at a screen, as Brendan Cournoyer writes in a blog post for the Content Marketing Institute.
"Different people consume content in different ways, and it's important to get your message and brand out across multiple channels," he says.
Firstly, podcasts give businesses a chance to establish themselves as experts in their industry with contributions from thought leaders and influential people in the sector. It's much harder to convince someone to write an involved article than it is to have them discuss a topic for 15 minutes, Cournoyer points out. Pick a topic, jot down some questions to go along with that, and ask an influencer to have "a short chat to share some thoughts," he advises. "More often than not, they'll say yes."
The speed with which you can develop, record, edit and post a podcast or audiocast is another benefit of the channel, he notes, and publishing a transcript along with the audio file is a fast solution to creating written content that can also serve a search engine optimization purpose.
As Shama Kabani, CEO of The Marketing Zen Group, writes for Portfolio, even though audio podcasts don't offer the same SEO value as video files, there is something else marketers can do to extend the medium's usefulness. Add ID3 tags to the audio file data - this will make them easier for search engines to index.