Why do many content marketers ignore podcasting? It’s hard to say. Maybe glamorous content types, such as video and mobile, have stolen the show, or it could be a general lack of knowledge of the benefits. Either way, it’s time to reconsider this seemingly forgotten medium. I’ve lined up my top three arguments in an attempt to convince you … Here it goes!

1. Podcasting is content, but it is also a content creator.

What the heck does that mean? Well, podcasting is a content type that really lends itself well to re-imagining or repurposing content into other formats. Think about it. A podcast easily lends itself into a transcript (we will talk more about transcripts later), an excerpt from a podcast can be turned into a blog post, the audio from a podcast can be used in a video. There are tons of possibilities when it comes to re-imagining podcast material. If you start podcasting twice a month, you could generate 6 to 10 additional pieces of content just based on your audio files. Pretty sweet for the time-starved content marketer!

2. Podcasting is an SEO superstar.

We all want better search performance. I guarantee no one would say, “Nope, I’m all set with my current search rank. Thanks!” No matter how good it is, it can always be better—and podcasting can help! Well, this is SEO 101, folks! (Believe me, I’m no Lee Odden). Rich content, such as podcasts and videos, helps your search rank because engines recognize that you are hosting sophisticated material on your site. So, by my math, podcasts are generally good for SEO.

But wait, there’s more! Here is where transcripts come in. Believe me, this is a tip you can take to the bank! Transcribing your podcasts creates written content for all the great audio content you recorded. Did you mention any of your keywords in your podcast? I’ll be willing to bet you did! By taking the simple step of transcribing, you now have that great discussion available, not only for those who prefer reading over listening, but for the magic SEO bots to inventory when they crawl your site. (And transcribing files can cost as little as $.25/recorded minute—the price is right!)

3. Podcasting is EASY.

For some reason, there is a cloud of confusion surrounding podcasting. Marketers aren’t sure what it really is. They don’t know how to do it, where to start, and if it would even be valuable. Really, podcasting is getting more credit than it deserves! At its core, a podcast is simply an audio file—you could record one on your iPhone, for crying out loud. We have been recording audio for decades; it’s simple to do! With free programs like Audacity and GarageBand, you can easily record and edit a high-quality file that exports easily to iTunes. Sure, the first time you do it will be a little rough, but really—how easy was your first blog post? Podcasting is one of those things you just have to dive into and spend an afternoon playing around with in order to increase your comfort level.

There are many benefits to podcasting, but your brand will never reap them unless you give it a shot. Don’t let podcasting be the odd man left out of your content strategy!

To learn more about podcasting, check out the Take 10 video I recorded on the topic or sign up for MarketingProfs University: Content Marketing Crash Course where podcasting is one of 14 topics covered.

Marketers (B2B marketers in particular) can take advantage of LinkedIn in many ways, from leveraging the power of LinkedIn Groups (which allow you to contact other group members directly, even if they are not yet part of your network) to demonstrating your expertise via LinkedIn Answers to undertaking targeted promotions through your company page.

During our recent B2B Forum, the folks from PJA encouraged the assembled masses to stop “dating” LinkedIn and get engaged already! They further explored what that might mean on their Web Radio show, This Week in Digital Media, in an episode entitled “LinkedIn: An Exciting Place for B2B Marketers.”

In addition to real-world case studies and an overview of best practices for making the most of LinkedIn, this episode also featured a segment produced by MarketingProfs that we’re calling MarketingProfs How2, two minutes of advice and insight that should help people improve their marketing effectiveness.

This installment of “MarketingProfs How2″ focused specifically on ways to optimize LinkedIn profiles for search (you are allowed three outbound links!) as well as pointing out the power of LinkedIn Groups for lead generation. You can check out the entire show on the PJA Radio website. If you’d just like to hear our “How2,” you may do so right here:

In reality if you look at the Latin origins of the word social it would most likely have a definition akin to the free give and take of conversation and collaboration amongst multiple parties. Slap on the word media and that ensures it is some form of digital media these days.
So with this as a backdrop the answer would logically be …. NO!
A podcast is a new media. A podcast is a new channel. But it is still at the end of the day a one way dialog …. you listen to one or two people having a conversation. If you were listening to two people having a conversation at a party are you being social? I think not …. its only when you get involved in the conversation does it become social.
So just how social are podcasts?
Take it from me, I have personally recorded and handed edited over 100 podcasts for this blog and other purposes and I can safely say they don’t get the level of interactivity (read comments) like my regular old blog posts do. Yes there is that element of “portability” meaning you can take a podcast anywhere and listen to it any time …. but do people really do that?? The answer there is also NO. I find my listeners tend to consume the media right when they find it. Which is why I go through the trouble of tagging my podcasts with Veotag so folks can listen to only the relevant question or 2, get in …. get out and on to the next thing. People are busy and you can read faster than you can listen!
So does that spell the end of podcasts?
No way, I got a little nervous when I saw PodTech get sold for $500,000 but think podcasts can be very useful in delivering messages …. just realize going in you aren’t really doing social media by doing a bunch of podcasts. Does this mean I will stop my podcast series? …. no, I enjoy it too much to stop!
So what’s your view …. is podcasting social media to you?

• Become a podcast consultant …. Why not help those who are trying to get started with podcasting by hanging out your own shingle and offering your services?
• Start a full-service podcasting company like podango.
• Form a podcast network like PodTech and offer services as well.
• Charge for premium content …. If your content is that valuable, charge for it.
• Podcast advertising …. Companies like Kiptronic will do audio ad insertions and share the revenue. They also do post read (listen) ads.
• Solicit donations from listeners …. PayPal has an app you can put on your site that will allow folks to leave you a tip (think tip jar).
• Score valuable schwag …. Barter with companies for things you need to keep your podcast series going.
• Employ a sponsorship model …. An example here is MommyCast, which keeps its product recommendations really relevant to its audience.
• Build a huge following and sell your company …. Wallstrip, which was bought by CBS, tapped into a huge audience, and it paid off.

If you are going to consider advertising in your podcasts, think about your listeners first. I suggest you start the show first, and then run the ad, so listeners are not lost the second they tune in. And think about listeners on an iPod shuffle. If all they hear at the very beginning of your podcast is the same ad, they will be disoriented, they won’t support your advertiser and they may even opt out of your podcast series.

…who has been doing music podcasts for a while. Managing the Grey is about “new media, social marketing, no-control PR.” Hmm….those are some more terms to add to the ever growing list of adjectives used to describe ‘new’ marketing.
and
Accross The Sound Hosted by Joseph Jaffe, of Life After The 30 Second Spot fame. Joe brings a wonderful perspective to this conversation because he has worked on the agency side of things and on the ‘new’ marketing side of things. Across The Sound is usually about an hour, but he does a good job of filling it with interesting content and gives a nice show summery on the Across The Sound blog (I think they call them show notes).
and
MarketingMonger.com – Marketing Strategy, Social Media, 1,000 Podcasts is hosted by Eric Mattson, who is currently in the middle of conducting 1,000 podcasted interviews of marketers, innovators, entrepreneurs and other interesting people.
Anyway, for me it’s kind of weird to just be discovering these guys as I’ve been an avid participant in the blogosphere for a few years, and finding these podcasts is like finding a parallel universe. Maybe bloggers and podcasters run in different circles.