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What is Podcasting, and what does in mean to Businesses as a new marketing tool?

A force to be reckoned with.

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Podcasts are similar to RSS Feeds, white papers etc…but in a Audio/Video format. The audio/video format of a podcast offers your customers an alternative method to learn more about your company’s products/services.

A 2006 Emerging Media study conducted by KnowledgeStorm and UniversalMcCann concluded that:

Fifty-five percent of respondents would be more likely to consume white papers and analyst reports if they were delivered as Podcasts".

Customers seem to prefer an “easy listen” option, especially if reinforced with content they can scan through. Additionally, audio versions can have very different effect using tone-ology, background music and sounds to home in on key points.

Another key benefit is the ability to place your Podcast on Itunes, Google, Yahoo etc. for free PR. Additionally hundreds of Blog, Search, and Pod Engines scan relevant Podcasts and may redistribute your Podcast thus gaining your podcast more exposure. Your podcast could also be picked up by industry related media…and it can be linked to and downloaded by anyone, thus bringing valuable SEO (Search Engine Optimization) to your Podcast efforts.




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The difference between SEO and SEM

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Search Engine Optimization

Search Engine Optimization, or SEO, is the process of assisting the search engines in ranking your web pages by improving the on page features of your website and by promoting it through link building strategies like blogs, articles, and reciprocal link requests. The focus isn’t so much on traffic building. Rather, you are simply trying to ensure that the search engines rank your site well for your important keywords.

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Search engine optimization is a branch of search engine marketing. With Search Engine Marketing (SEM) you are promoting your website by promoting it in various ways that get it noticed in the search engines. It is more than simply improving your website through SEO, though it does include that. SEM also includes pay-per-click advertising, inclusion fee listings, social media optimization, directory submissions, and related marketing tactics. All of these marketing strategies are designed to get your site noticed by the search engines so that you rank well for your important keywords. Notice, however, that SEO focuses more on your website whereas SEM might not necessarily be about your website but in how you promote it.

Pay-for-inclusion

Many SEM companies guarantee your site will be indexed by the search engines within a short period of time, and if you really want to you can directly submit your site to the engines. DO NOT do this until your site is properly prepaired and do not resubmit multiple times, as this is a form of spamming for which you may be penalized. Patience is the key.

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