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Podcasting, a term originally derived from Apple’s mobile music player the iPod, is a way of distributing and sharing multimedia files such as audio and video files over the web. The files can then be downloaded to a personal computer or mobile device such as an iPod. In this discussion I am not referring to commercial music downloads from sites such as iTunes, but specifically about content such as news clips, radio shows, and very targeted content made available via podcasting technology.

With less than 1 percent of Americans listening to such podcasts, the stats are less impressive than for online gaming, social networks, video downloads, or Internet usage in general. However, this does not mean this new media channel should be ignored. In fact, Forrester projects podcasting will reach 12.3 million households by 2010, although primarily reaching an audience of educated males with high average income as well as youth audiences seeking music, entertainment, and tech info (Lieb, May 2006).

Although fewer people regularly download and listen to podcasts, this medium still allows marketers to get their message to a highly targeted and engaged audience. If you choose to use podcasting as a way to get your message out, here are some points to consider:

1. Consider your business goals and brand

Create content that not only reinforces your brand, but is also interesting and useful to the customer. Consider your overall business goals and what you hope your podcast will achieve, whether that is establishing yourself as a leader in the field by providing important information, enhancing your credibility, increasing media attention through increased exposure to a niche group, or driving direct sales.

2. Make your podcast easily available

Making sure your podcast is accessible via search engines and primary portals where people seek podcast content is essential to success. Make your podcast available to search engine spiders by including text-based descriptions detailing the content of your podcast, so both users and search engines will know what your podcast is about before they click. Make your podcast available on top podcasting portals such as Odeo, Yahoo! Podcasts, and Podcast.net.

3. Promote your podcast

Mention your podcasts in your traditional advertising, post links on your website, and promote the content in your newsletters. It’s also a good idea to create a blog or message board around your podcast to encourage feedback.

4. Promote complementary podcasts

Similar to the idea of link exchanges, promoting other podcasts that will in turn promote yours helps everyone involved by opening up your content to a wider audience and establishing credibility.