Episode #2 – What is the business value of a podcast?

This video podcast is a repackaged powerpoint presentation which I deliver live to small groups. As I mention in the live presentation, or should we call it a ‘face2face cast’, this is an example of how content can be repackaged and reused. Thus extending its reach and useful life.

It is also available as audio only.


Play the Episode #2 – What is the business value of a podcast? audio here
download original file


What is the business value of a podcast?

When I was a college student, I came across this statement while in business class…

How to be successful in business? Find out what your customers want – and give it to them.

A simple statement, but very powerful. Since it-management.ca is a new business, let me do some market survey here and find out what you want and need in the way of IT management services. I look forward to hearing from you.

What is a PODcast?

Here’s a nice simple and reasonably accurate definition from Wikipedia:

A podcast is a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers.

Excerpts from the podcast . . .

Marketing and PR

Provide advice to your target market and existing customers as the expert in your field.

Here’s an example…the Scotiabank has their ‘Money Clip’ podcast, where financial experts offer advice on how to manage your money. And of course there is a direct tie in with the Scotiabank products and services.

You can show people how to use your product.

Teach your target market new tips and techniques.

Here’s an example… a scrapbook supplier in the states had a brick and mortar retail outlet. She wanted to increase her sales, but wasn’t willing to invest capital in another brick and mortar location so she opened up an on-line store…selling to folks within and outside her geographic area. She started Podcasting tips, tricks, and projects for scrap bookers with the ultimate goal of bringing them to her store and one-line location to purchase their supplies and materials. It worked…she has since closed the brick and mortar location and is now quite busy with the online outlet and her podcasts are popular through out the scrap book community

Here are some numbers Courtesy of Podgarden.com based on data from eMarketer, Pew Research, Forrester Research, Amazon.com

* Approximately 10 million podcasts were downloaded in 2006.

* In 2006, there was a 71 percent increase in downloads in just 6 months.

* An 18-fold increase in usage is projected by 2010.

* 20 percent-plus of Americans have podcast-capable portable MP3 players.

* Apple’s iPod is Amazon’s Best of 2006 electronic device. BTW you don’t need an iPod to listen to podcasts…

* The Queen of England started podcasting in 2006. Even the Queen of England recognizes the value of brand identification and how Podcasting can contribute to her brand.

Some more numbers . . .

This comes from the Canadian Podcast Listener Survey…

Authors are Canadian marketing companies – Sequentia Communications & Caprica Interactive Marketing.

This survey was conducted online between May 17, 2006 and June 30, 2006. Ninety-seven percent (97%) of the 928 respondents who filled out the survey identified themselves as Canadian.

Fifty-two percent (52%) of podcast listeners in Canada are women.

Fifty-nine percent (59%) of Canadians who filled out the survey are between 25 and 44 years old.

Other findings in the survey…

Podcasting is now moving away from the early adopters and into the mainstream. No longer just geeky guys are listening to podcasts.

The baby boomer generation in Canada is embracing Podcasting at almost double the rate of those under 24.

Seventy-seven percent (77%) of Canadians are somewhat or very familiar with the term Podcasting.

To obtain information on news and entertainment (31%) of Canadians use the Internet, (28%) television and (17%) newspapers.


To recap the business value of a podcast…

  • Podcasts can aid in marketing your business through brand awareness, public relations and promotions
  • A Podcast is a great sales tool when aligned with other web marketing initiatives such as blogs and web pages
  • Podcasts can enhance your customer relationships by creating and supporting continuing dialog and communication with your prospective customers and existing valued clients
  • Podcasts can show off your company as an employer of choice to prospective employees
  • Podcasts are great tools for internal communications
  • Remember podcasts can be generated from fresh content or from repackaged content such as power point presentations or corporate videos thus leveraging more value from your investment in these other media content
  • Podcasts don’t replace traditional marketing media but are more immediate and can be produced at a lower cost
  • Podcasts are another tool in your promotional kit – plugging you into the fast growing digital customer experience

Dean Owen

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s