3rd Podcast Expo is underway
September 28, 2007The 3rd Annual New Media Expo is an annual convention that educates individuals and companies about how to produce high-quality audio and video digital content, grow a loyal audience, and market or monetize that content in creative ways.
Stay informed via the show's multiple connections.
Labels: expo, news, podcasting
How does CPM compare in podcasts?
I'm used to measuring cost effectiveness by CPM, how does CPM compare in podcasts?
Podcasting can be both effective and efficient when evalutated properly. The best way to measure podcast effectiveness and efficiency is through market research comparing all media in the marketing mix.
First, you must separate measures of effectiveness from efficiency. Cost per thousand or CPM measures efficiency. The divisor in the CPM equation is the key. CPM is cost divided by a number of impressions, commonly a publication's circulation. This number can be misleading since you would need validating market research to quantify how many eyes actually stopped on your ad. With podcasting, a person actually requests the podcast and you are counting only those who actually download.
Message retention is what measures effectiveness. Compared to other media, podcasting scores higher because your audience decides what messages they want to hear and only download those of interest. Therefore, they are predisposed to message recall.
Podcasting can be both effective and efficient when evalutated properly. The best way to measure podcast effectiveness and efficiency is through market research comparing all media in the marketing mix.
First, you must separate measures of effectiveness from efficiency. Cost per thousand or CPM measures efficiency. The divisor in the CPM equation is the key. CPM is cost divided by a number of impressions, commonly a publication's circulation. This number can be misleading since you would need validating market research to quantify how many eyes actually stopped on your ad. With podcasting, a person actually requests the podcast and you are counting only those who actually download.
Message retention is what measures effectiveness. Compared to other media, podcasting scores higher because your audience decides what messages they want to hear and only download those of interest. Therefore, they are predisposed to message recall.
Labels: faq, podcast, podcasting
Is podcasting expensive?
The better question is, "How cost effective is podcasting?" With podcasting, your message is delivered directly to the people who provide the highest return on your investment. You aren`t wasting a lot of money reaching people who have no interest in what you offer.
You're reaching the people most likely to provide you with repeat business over a long period of time. So, instead of broadcasting your message, you're narrow-casting or target-casting your message directly to the audience you want to hear it.
You're reaching the people most likely to provide you with repeat business over a long period of time. So, instead of broadcasting your message, you're narrow-casting or target-casting your message directly to the audience you want to hear it.
Labels: faq, podcast, podcasting
How often should I make new material available?
Podcasting works best when done in serial installments. Don't expect great results by issuing one podcast and walking away. Podcasting is about building relationships with your audience. One of the criteria to be evaluated when considering podcasting as a medium is the type of content you want to deliver.
If you can identify enough content to hold audience interest at least twice-monthly, podcasting can be a good fit. It's even better if you can build in a blog on your website to support the podcasting program. This allows you to gather direct feedback and adjust your podcasting content or frequency to meet the needs of your audience.
If you can identify enough content to hold audience interest at least twice-monthly, podcasting can be a good fit. It's even better if you can build in a blog on your website to support the podcasting program. This allows you to gather direct feedback and adjust your podcasting content or frequency to meet the needs of your audience.
Labels: faq, podcast, podcasting
Isn't podcasting just re-purposing content?
You're right. You should do more than just put existing information into the marketplace as is. You want to carefully consider how to package the information into a library of relevant, valuable stories that position your organization as a resource for key data.
You must always think of your audience - their needs, their interests, their possible uses for the information you have to offer.
You must always think of your audience - their needs, their interests, their possible uses for the information you have to offer.
Labels: faq, podcast, podcasting
How do I listen in my car?
I understand I can listen to podcasts in my car. How can I do this without using headphones or earbuds?
If you have a portable MP3 player, you can purchase an FM Transmitter. The FM Transmitter attaches to your MP3 player and transmits a radio signal to your vehicle radio on an open frequency. Most 2007 and later vehicles come equipped with an MP3 line-in jack built into the radio itself. Just plug in your MP3 player and go.
If you don`t like FM Transmitters or don`t have a car equipped with an MP3 line-in jack, you can have a direct line installed.
If you have a portable MP3 player, you can purchase an FM Transmitter. The FM Transmitter attaches to your MP3 player and transmits a radio signal to your vehicle radio on an open frequency. Most 2007 and later vehicles come equipped with an MP3 line-in jack built into the radio itself. Just plug in your MP3 player and go.
If you don`t like FM Transmitters or don`t have a car equipped with an MP3 line-in jack, you can have a direct line installed.
Labels: faq, podcast, podcasting
Isn't podcasting limited by the availability of broadband?
Large files, regardless of source, will always be better consumed with broadband access. The great news is that broadband access in the U.S. has crossed the tipping point with more than half the subscribers now utilizing broadband.
Additionally, other countries have led the U.S. in broadband subscriptions for years. So, if you have an international/global market, chances are good your audience has broadband.
Additionally, other countries have led the U.S. in broadband subscriptions for years. So, if you have an international/global market, chances are good your audience has broadband.
Labels: faq, podcast, podcasting
How do I get started?
If you're just getting started in creating a business podcast, choose a vendor who has the experience to help you through the entire process. Look for a vendor who can do more than just use the technology for delivery.
A good supplier is one who can help you determine the content, develop a publishing schedule, produce and edit quality recording, manage the delivery, help you analyze and adjust the plan over time, and help you promote your program. Talk to your vendor about setting up a pilot installment as part of your program.
A good supplier is one who can help you determine the content, develop a publishing schedule, produce and edit quality recording, manage the delivery, help you analyze and adjust the plan over time, and help you promote your program. Talk to your vendor about setting up a pilot installment as part of your program.
Labels: faq, podcast, podcasting
Don't I need a special player to hear a podcast?
No. As a matter of fact, many people - as many as 50-60% - listen to podcasts on their computers. However, if you want greater portability, you can download the information to a small MP3 player such as an iPod. Podcatching software like iTunes® allows podcasts to be automatically downloaded to a listener`s computer for listening at your desk or for easy transfer to portable MP3 devices.
Labels: faq, podcast, podcasting
What are the benefits of podcasting?
The specific benefits you derive from a podcasting program are going to be directly related to your use and your goals. In general, you will enhance message delivery. Adult learning theories support the idea that people retain information better when they hear it. Plus, if the content you deliver is truly relevant to your audience, you will be building brand loyalty for your products and services.
You also will have greater flexibility to deliver information quickly, when situations arise that demand immediacy. Perhaps, most importantly, you will be strengthening the bonds of community with and within your audience.
You also will have greater flexibility to deliver information quickly, when situations arise that demand immediacy. Perhaps, most importantly, you will be strengthening the bonds of community with and within your audience.
Labels: faq, podcast, podcasting
How can podcasting fit in my overall business plan?
Like any other medium, podcasting serves as a tool for delivering the message you want to the people you want. How you use it should be determined by your business objectives, your defined target market and their needs or interests, and the information you have to deliver.
Podcasting performs best when your message can be strengthened by adding the power of voice vs. just written words. It also works well when you intimately know your audience - and you know how your content brings value to them. The opportunity exists for podcasting to be used in:
Podcasting performs best when your message can be strengthened by adding the power of voice vs. just written words. It also works well when you intimately know your audience - and you know how your content brings value to them. The opportunity exists for podcasting to be used in:
- Sales Training
- Staff Training
- Customer Training
- Employee News
- Sales Promotion
- Product Launches
- Reaching Multiple Geographic Sites
- Public Affairs/Public Relations
- Donor Communications
- Membership Communications
- And More
Labels: faq, podcast, podcasting
Isn't podcasting just music?
Music started the revolution, and audio files continue to be the leading use of the medium. However, broadband technology makes it easy to download both audio and video files of any style faster and more cost effectively.
Consider the value, for instance, of having a regular podcast of relevant industry information delivered directly to your customers. By providing information they can use, your brand name grows in credibility as a critical part of their own business or operations.
Consider the value, for instance, of having a regular podcast of relevant industry information delivered directly to your customers. By providing information they can use, your brand name grows in credibility as a critical part of their own business or operations.
Labels: faq, podcast, podcasting
Aren't teenagers the only ones listening to podcasts?
It's true that this technology originally targeted the youth market with the intent of delivering primarily entertainment that was easy to customize to an individual`s personal taste.
However, more and more people of all ages are finding the portability of the player and the value of the content too attractive to resist. People listen in their cars, at their desks, while they're exercising, and anywhere else they want. And what they're listening to is evolving far beyond just entertainment.
However, more and more people of all ages are finding the portability of the player and the value of the content too attractive to resist. People listen in their cars, at their desks, while they're exercising, and anywhere else they want. And what they're listening to is evolving far beyond just entertainment.
Labels: faq, podcast, podcasting
What is "podcasting"?
Based on Internet technology, podcasting makes it quick and easy to download audio and video files to computers or portable MP3 players like the iPod and iPhone mobile digital devices, both marketed by Apple. That means you can deliver:
- What you want
- When you want
- Where you want
- To whom you want
Labels: faq, podcast, podcasting