Podcasting: Why Bother?
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Podcasting is being touted as the newest word in the dictionary, as search engines like Google and Ask have incorporated the distribution format into their search engine ranking pages (SERPs). It can help businesses create great brands and forge new and more intimate relationships with their clients as the clients listen to audio podcasts and watch videos, with feeds syndicating both blogs and podcasts.
Podcasting: one word. It simply means putting together multimedia presentations in a digital media format and syndicating them over the web. Such presentations can be downloaded by users and played on their computers, iPods and other Mp3 players. Podcasts can be syndicated (like RSS feeds) and are updated regularly. Once updated, the user's feed is also updated automatically.
So why bother? What does this have to do with search engine optimization and/or Internet marketing? Well first things first; Right now I am still learning how to create podcasts for content purposes. And while I would not say i am a total newbie at creating and editing podcasts, it is not yet my neck of the woods -- it's pretty easy though, and is not comparable to neuroscience or learning Latin. In this article, however, I will not be talking about how to make podcasts. I will be talking about why.
The Need
Technology and marketing follow each other, but tech always gets ahead of the marketers. Only the brave and the extremely adventurous moved their advertising budgets wholesale to the Internet when it became another media. Most fortune 500 companies still devote just a fraction of their ad budgets to online advertising, with the majority of the budget still going to TV.
However, in the next few years all these companies are going make major investments in online advertising (albeit late). When it comes to podcasting most companies that currently have syndicated podcasts (not just direct multimedia downloads) are web-based companies. Most other companies that are getting into the business of promoting their products online have forums, blogs and ezines but have simply not clued in to the concept of syndicated podcasts.
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