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Small Business Podcasting Demystified 
By John Jantsch (c) 2006

Much has been written lately about the subject of podcasting.
Podcasting is a very powerful small business tool but, some
are kept away because it all sounds so technical.

In this article I will attempt to simplify the subject.

Let's start with the Podcast definition from the growing
resource Wikipedia: What is a podcast -
http://en.wikipedia.org/wiki/Podcast

The definition provided by Wikipedia is a good place for you
to start, but let me just add my take. A podcast is little more
than an audio file (usually an mp3) placed on a website and
combined with an RSS file that allows people to subscribe and
automatically download any new content recordings.

From a technical standpoint, there's nothing really too
complicated about podcasting so don't think this is some geeky
tech stuff. From a marketing standpoint, I didn't get too excited
about the concept until Apple decided to make a podcast directory
a primary component of iTunes. When that happened the market for
podcasting on any subject imaginable was born.

Podcast Basics

Podcasts are typically published with a blogging tool like
Blogger, TypePad, or MovableType. If you already use one of
these blog services, creating your podcast is as simple as
linking to your audio files and using a service like FeedBurner
to automatically convert it into a podcast friendly feed. (More
on that in a minute)

Create Content

Most podcasts are formatted much like radio shows. Hosts will
interview guests or simply decide to talk about a subject that
they feel is of interest to someone. From a business standpoint
it can be a very powerful way to produce content that will make
your website more interactive.

The plumber that records simple how to fix it podcasts will own
the world! (Videocasts are just around the corner too.) There
are a couple other very good reasons to host a podcast that may
not directly have to do with content per se. Think about
interviewing your clients on the benefits of using your service
and posting those interviews as a podcast. Think that might make
your best client even more loyal?

What about referral partners? What if you identified business
owners that also serve your target market and invited them to be
guests on your podcast. My guess is that you could instantly
build a network of leading businesses with you as the hub. When
you publish a podcast, whether you have a local or national
audience, you become a member of the media. The tables are
suddenly turned when you approach prospects and influential
individuals. When you are the publisher of a podcast you have
the opportunity to gain access to the decision makers inside
your biggest prospects – by simply requesting an interview. Do
you see the potential in that?

Record

As I wrote earlier, a podcast is a digital recording so one of
the steps you must complete for each session is to record your
podcast. There are many ways to accomplish this task. You can
use a portable mp3 recorder, use a service to record a phone
interview, record an interview using any number of VoIP services
or create a recording set-up for your computer. (Obviously, you
can go into a professional recording studio too.)

This article is not meant to explain in great detail every
element of working with digital audio files but there are many
ways to accomplish this step when you determine what your
podcast needs are.

A great set-up for recording you own voice is to use a
professional mic and a free software program called Audacity
(Audacity has some very useful editing functions as well)

For phone interviews you can use a service such as Conference
Calls Unlimited. CCU offers a phone bridge line, recording,
editing and hosting of your mp3 file.

VoIP is a PC to PC or PC to phone service led by a service
called Skype. This is a particularly good option for
International calls. A host of add-ons are cropping up to
build even greater functionality into Skype.

Conference Calls Unlimited -
http://www.conferencecallsunlimited.com/chaz

Gabcast - http://www.gabcast.com/
Audacity free audio recorder and editor -

http://audacity.sourceforge.net/
Skype VoIP calling - http://www.skype.com

Skype recording that interfaces with Outlook -
http://www.skylook.biz/

Evoca - http://www.evoca.com/

Edit

You may find that after you conduct an interview you want to
add some music or cut out segments. Again, look no further than
Audacity (It's free and works very well)

File Host

Once you record your podcast you must upload the file to a
server. There are services that offer recording and hosting
options but, all you really need is enough space with your
current web host to upload your mp3 files. Either way, you
will simply link to the mp3 file from a blog post or web
page. Below are some other options.

Podblaze - http://www.podblaze.com/
OurMedia - http://www.ourmedia.org/
Audioblog- http://www.audioblog.com/
Liberated Syndication - https://www.libsyn.com

RSS Feed

One of things that makes a podcast something more than an
mp3 file is the addition of a podcast format RSS feed. This
is simply a file that is updated every time you add an mp3
file so that subscribers through iTunes or some other Podcast
service can automatically download your new content.

Podcasts do require a specific kind of RSS feed but, the only
thing you need to do is go to a free service called FeedBurner
and allow them to convert your blog feed or other RSS feed to
work for podcasting. They can also set your feed up the way that
iTunes and Yahoo Podcast want it set-up.

FeedBurner - Enhance a blog feed
http://www.feedburner.com
Feed for all - Create a feed
http://www.feedforall.com/podcasting-tutorial.htm

Submit

Just like websites and blogs, podcasting has its own set of
directories. You need to make a point of submitting your podcast
or podcast feed (the one you formatted with FeedBurner) to the
major podcast directories and engines.

iTunes - http://www.apple.com/podcasting/
Yahoo Podcast - http://podcasts.yahoo.com/
Podcast News - http://www.podcastingnews.com/
Podcast Alley - http://www.podcastalley.com/index.php
Podcast.net - http://www.podcast.net/
Digital Podcast - http://www.digitalpodcast.com/
ODEO - http://www.odeo.com/
Singing Fish - http://search.singingfish.com/sfw/home.jsp

Apple's Podcasting FAQs -
http://www.apple.com/itunes/podcasts/faq.html

Apple's Podcast technical specifications -
http://www.apple.com/itunes/podcasts/techspecs.html

Music and Intros

Maybe you want a cool music beat to kick off your show or a big
radio voice type intro.

Royalty free music -
http://www.royaltyfreemusiclibrary.com/

Professional intros and outros - http://audiobag.com/

Listening and Searching

You should subscribe to and listen to podcasts to get a good
idea of some of the ways people are using this tool for
business. You will need what is sometimes referred to as a
podcatcher to subscribe. If you have iTunes you already have
one. (Most of the time you can visit a podcast site and simply
listen to the mp3 file if you have an mp3 player like Windows
Media Player or RealPlayer installed on your computer.)

iTunes - http://www.apple.com/podcasting/
Juice - http://juicereceiver.sourceforge.net/index.php
Doppler - http://www.dopplerradio.net/?page_id=74

Misc. Podcast Gear - http://www.podcastgear.com/
http://www.podscope.com - search audio files

Podcast Tutorials and Forums

FeedBurner's Podcast Guide -
http://www.feedburner.com/fb/a/popup-quickstart-podcast

About.com -
http://radio.about.com/od/podcastin1/a/aa030805a.htm

Podcast Alley -
http://www.podcastalley.com/phpBB2/index.php

Podcasting News - http://www.podcastingnews.com/forum/

Podstrigs - http://podcastrigs.net/forum/

My Set-Up

Just in case you are curious, here's how I podcast. I use
Conference Calls Unlimited to provide my recording and editing.
I hook up with a guest by phone, conduct the interview and about
24 hours later receive a link to the edited mp3 file to link to
from my podcast blog.

My intro was produced my AudioBag.com.

My RSS feed was created and enhanced by FeedBurner.

There are lots of things that you can do to make your podcast
even more professional. In this article I've attempted to
demystify the major points and get you interested in producing
your own podcast.
================================================================
John Jantsch is a veteran marketing coach, award winning blogger
and author of Duct Tape Marketing: The World's Most Practical
Small Business Marketing Guide published by Thomas Nelson - due
out in the fall of 2006. He is the creator of the Duct Tape
Marketing small business marketing system. You can find more
information by visiting http://www.ducttapemarketing.com .
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