The problems with podcasting as marketing tool
Podcasts are multiple audio or even a video recordings (or series) distributed over the Internet to a computer or portable media.
The difference with other streaming media is the syndication, the subscription for receiving the updates whenever new content is added.
Podcasts were originally intended to distribute radio-type of shows; many different uses have been found including marketing.
Currently podcasts are used for different marketing purposes on a one time basis, instead of a series of audio or video messages: new product announcement, educating potential customers, use of solutions, customer success stories.
Advantages
People are lazy, thus listening to a podcast is easier as it requires less effort than reading.
- Audio can have a better impact than text.
- Video can have an even bigger impact.
Podcasts can be played on moments the audience doesn’t want to read: like when commuting.
A short video will tell more than a thick manual as people are visual.
Podcast problems
Production costs:
For every level of higher impact you can obtain, the number of free variables becomes smaller:
- Audio: the voice, the pronunciation and the intonation need to be perfect
- Video: the body language and the expressions on the face need to match the content.
These will increase the production costs.
Writing:
Writing a text is straightforward and many people have writing experience.
Writing a podcast (especially a video podcast) is more like writing a script for a radio play or a TV show and less people are experienced.
Presenting:
Many people can write only few can present in front of a microphone. Even less are capable of not looking stupid before a video camera.
The distribution costs:
If the podcast is not popular, the distribution costs are easy to afford.
In case the podcast becomes popular (accidentally), the costs involved will shoot through the roof and go beyond your budget.
The audience:
Not every company has a high speed Internet connection or the employees have to share one fast access. This makes the podcast unbearable.
The fast forward:
- In case of a written text the reader knows more or less if you are skipping things.
- A fast forward on podcast doesn’t indicate what the listener or viewer has missed.
The audience has to sit through the entire podcast, whereas readers can scan a text fast
No copy/paste:
If your audience needs to make a summary for his CEO, they need to write it all down themselves. This is much more work.
One solution to this is providing a transcript of the podcast.
Languages:
Whereas a text can be translated into another language at a relatively low cost, a podcast needs to be reproduced for every other language requiring:
- To find the suited people
- To translate
- To produce the podcast
Findability:
The search engines are made for indexing text, thus with podcasts they are limited to the short summary of the podcast not revealing the entire content.
Social acceptance in the office:
Reading a text on the Internet in the office is considered as allowed as you gather information.
Listening to an audio podcast is already less allowed and is disturbing other employees if your audience doesn’t have an personal office: even in a cubicle
Watching a video during office hours is considered as entertainment, not as work.
Using podcasting as a marketing tool is not evident and might not reach your audience it was intended for.
Do you use podcasting for marketing purposes?
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