Yet another digital marketing podcast…

On The Air by Alan Levine

A Golden Age of podcasting

It was interesting to read Christopher S Penn’s post on podcasting this week. In it, Chris talks about figures indicating that (in the US, at least) the popularity in podcasts has increased dramatically over the last four years, with 28.6 million more Americans listening to them now compared to 2008.

It’s clear that with the growth of social media, SEO and other forms of digital marketing, there’s never been a better time to create, publish and share content via podcasting.

Create something special

But just because there’s a growing popularity for podcasting doesn’t mean that yet another new, shiny podcast will automatically gather an audience.

A quick search of digital marketing podcasts available on iTunes indicates that very few stand out, let alone manage to produce great quality content on a consistent basis (with Mitch Joel’s Six Pixels of Separation being one of the few exceptions).

As with a blog or a branded presence on a social platform like Facebook or Twitter, great podcasts need to provide something fresh, interesting and useful for their target audience.

Podcasting – like everything else – takes work

Earlier this year I made my first foray into podcasting myself. From the outset I was prepared to put in the work to make the podcast work. However, unfortunately the person I was working with didn’t have the same commitment or drive and unfortunately the project fell through.

This only goes to show that podcasting, like everything else, takes time and a lot of work to get right. Unlike advertising or sales promotions, it’s unlikely to generate a quick audience response from podcasting.

Now is the time to take advantage of the rising popularity in podcasting. But what are you going to do to make it count?