Podcast Marketing 101 Understanding the Podcasting Marketing Opportunities in Web 2.0 Bernie Borges – Find and Convert February 13, 2008

Understanding the Podcasting Marketing Opportunities in Web 2.0

Bernie Borges – Find and Convert

February 13, 2008

Bernie Borges: Founder, Find and Convert 20 + years marketing Enterprise software & Internet industries Past 6 years providing: Internet marketing strategic consulting Search engine optimization Pay-per-Click advertising management Visitor conversion strategies Web 2.0 strategies Podcast services Help B2B companies find and convert leads on the web

20 + years marketing

Enterprise software & Internet industries

Past 6 years providing:

Internet marketing strategic consulting

Search engine optimization

Pay-per-Click advertising management

Visitor conversion strategies

Web 2.0 strategies

Podcast services

Help B2B companies find and convert leads on the web

What is a Podcast? Why Podcast? Podcast Strategies Podcast Components Podcast Marketing Recommendations Agenda Topics

What is a Podcast?

Why Podcast?

Podcast Strategies

Podcast Components

Podcast Marketing

Recommendations

What is Web 2.O? “ Web 1.0” “ Web 2.0” Read-Only Web Read-Write Web

http://en.wikipedia.org/wiki/Podcasting A podcast is a collection of digital media files which is distributed over the Internet , often using syndication feeds , for playback on portable media players and personal computers . The term, like " radio ", can refer either to the content itself or to the method by which it is syndicated; the latter is also termed podcasting . The host or author of a podcast is often called a podcaster . The term "podcast" is a portmanteau of the acronym " Pod "—standing for "Portable on Demand"—and " broadcast ". The iPod name was coined with Pod , prefixed with the "i" commonly used by Apple for its products and services. The first podcasting scripts were developed for the iPod (see history of podcasting ). These scripts allow podcasts to be automatically transferred to a mobile device after they are downloaded. [1] Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom . What is a Podcast?

http://en.wikipedia.org/wiki/Podcasting

A podcast is a collection of digital media files which is distributed over the Internet , often using syndication feeds , for playback on portable media players and personal computers . The term, like " radio ", can refer either to the content itself or to the method by which it is syndicated; the latter is also termed podcasting . The host or author of a podcast is often called a podcaster .

The term "podcast" is a portmanteau of the acronym " Pod "—standing for "Portable on Demand"—and " broadcast ". The iPod name was coined with Pod , prefixed with the "i" commonly used by Apple for its products and services. The first podcasting scripts were developed for the iPod (see history of podcasting ). These scripts allow podcasts to be automatically transferred to a mobile device after they are downloaded. [1]

Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom .

Thirty-two percent of survey respondents stated their usage of podcasts has “Increased” or “Significantly Increased” in the last six months. 72% claimed that they have downloaded or listened to podcasts on technology topics on more than one occasion. Twenty-three percent do so “frequently.” “ Fifty-seven percent of the frequent podcast users stated their biggest challenge with podcasts is the scarcity of interesting content. Podcast Statistics Source: KnowledgeStorm and Universal McCann Survey, July 2006, 3900 IT/Business Professionals

Thirty-two percent of survey respondents stated their usage of podcasts has “Increased” or “Significantly Increased” in the last six months.

72% claimed that they have downloaded or listened to podcasts on technology topics on more than one occasion.

Twenty-three percent do so “frequently.”

“ Fifty-seven percent of the frequent podcast users stated their biggest challenge with podcasts is the scarcity of interesting content.

Content is the Marketing Trends Tips Thought Leadership Differentiation Innovation Technical Solo Show Interview Style Podcast Strategies

Content is the Marketing

Trends

Tips

Thought Leadership

Differentiation

Innovation

Technical

Solo Show

Interview Style

Digital File RSS Show notes Chicklets Tags Social Bookmarking Podcast Components

Digital File

RSS

Show notes

Chicklets

Tags

Social Bookmarking

Time Shifted Content Delivery One-on-One Communication Build Loyalty Communities, Trust, Relationships Repetition of your Message Diversification of your Message Differentiation Reach SEO Show Notes: Search Engine Friendly Content Podcasting Benefits

Time Shifted Content Delivery

One-on-One Communication

Build Loyalty

Communities, Trust, Relationships

Repetition of your Message

Diversification of your Message

Differentiation

Reach

SEO

Show Notes: Search Engine Friendly Content

Podcast Directories iTunes The Podcast Directory PodcastPickle SEO Friendly Show Notes “ Brought to you by” message Third party guests Blog Content Website Content Social Sites for Blogs Podcast Marketing

Podcast Directories

iTunes

The Podcast Directory

PodcastPickle

SEO Friendly Show Notes

“ Brought to you by” message

Third party guests

Blog Content

Website Content

Social Sites for Blogs

Identify Content/Multiple Podcasts Identify Podcast Speakers Write Show Notes Post Podcasts to Blog or Website Submit to Podcast Directories Use Tags in Podcast Entries Track Podcast Downloads Consider Registration Form Podcast Marketing Tips

Identify Content/Multiple Podcasts

Identify Podcast Speakers

Write Show Notes

Post Podcasts to Blog or Website

Submit to Podcast Directories

Use Tags in Podcast Entries

Track Podcast Downloads

Consider Registration Form

Where Do You Find Podcasts?

Where Do You Find Podcasts?

Podcast Examples

Podcast Examples

Podcast Tracking

Podcast Resources http://www.knowledgestorm.com/shared/write/collateral/POD/48979_46337_58694_Podcast_Study.mp3?ksi=1539781&ksc=1301946917 KnowledgeStorm Universal McCann Survey, July 2006 http://www.knowledgestorm.com/ http://www.findandconvert.com/blog/2007/b2b-podcasting/

Listen to Podcasts At work On your iPod/MP3 Identify Content Strategy Identify Show Format Record First Show Upload to Directories Upload to Blog or Website Write Show Notes Recommendations

Listen to Podcasts

At work

On your iPod/MP3

Identify Content Strategy

Identify Show Format

Record First Show

Upload to Directories

Upload to Blog or Website

Write Show Notes

Contact Info Bernie Borges [email_address] http://www.findandconvert.com/blog/ (727) 234-0952 ext. 1001 70%