By Chron Contributor Updated July 02, 2020
Business podcasts come in all shapes and sizes, such as a presentation to prospective customers or a new policy announcement to employees. What they have in common is that they are audio or video files you send to the Internet. Anyone who needs to see or hear them can stream the files or download them to a computer, smartphone or media player for listening or viewing.
Advantage: Convenience
One of the benefits of podcasts is that you don't have to worry that your audience is busy offline when you make your sales pitch. A listener can download or stream the file and replay it at whatever time is convenient for him, even while jogging or driving to work. If someone chooses to subscribe to your podcast feed, he can get any podcasts of interest downloaded automatically. If you want all your employees to hear what you have to say, podcasting is often easier than trying to get everyone together for one meeting.
Disadvantage: Accessibility
If you want to reach an audience that doesn't have access to the Internet, then podcasting isn't the way to do it. Podcasts – especially video podcasts, according to the University of Minnesota Duluth – are often large files, which also makes them hard to access for anyone with a slow Internet connection. If you want to make an audio podcast available to a customer who's hearing-impaired or anyone who doesn't have a compatible player, you need to turn the material into a written transcript as well. As the importance of podcasts grows though, accessibility issues are mitigated.
Advantage: Easy
Making a podcast is fairly simple. All you need is a computer or smartphone, software to record your presentation and a connection to upload it to the Internet. If you're looking to reach a wide audience, there are multiple sites that make podcasts available to listeners, including iTunes. You can buy software packages that also enable you to edit podcasts, add sound effects or store past podcasts for you to use later. Editing improves the quality of your finished podcast, but it does take more work.
Disadvantage: Loss of Control
Like any other digital medium, podcasts are easy to share. If you use someone else's copyrighted material in your podcast, you have to take steps to protect it against unauthorized copying and file sharing. When it's your own copyrighted material, the same problem applies unless you're okay with it being passed around. If your podcast to employees includes confidential company material, anyone who accesses it can learn information about your business you'd rather keep secret.
Finding an Audience
According to Business Knowledge Source, one of the biggest challenges in making a podcast is finding an audience. Unlike with newspaper or pay-per-click advertising, you are not able to take advantage of the traffic someone else has built. You must have a good marketing strategy to get your podcast out there. As a mirror advantage, the consumer can listen to podcasts in harder-to-reach places than internet or print advertising: for example, while driving in a car or taking a run.
I am an expert in the field of digital media, particularly podcasting, with a deep understanding of the nuances and challenges associated with this dynamic medium. My expertise is grounded in both practical experience and a thorough knowledge of the industry, making me well-equipped to shed light on the concepts embedded in the provided article.
Now, let's delve into the key concepts presented in the article:
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Definition of Podcasts: The article defines podcasts as audio or video files shared on the internet, accessible through streaming or downloading. Podcasts serve various purposes, from sales pitches to policy announcements, and cater to audiences who can conveniently listen or view them on computers, smartphones, or media players.
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Advantage: Convenience: One of the advantages highlighted is the convenience offered by podcasts. Unlike traditional meetings, podcasts allow flexibility for the audience, as they can download or stream the content at their preferred time—whether during a jog or a commute. Subscribers can also automatically receive new episodes, making it a practical tool for communication within a team.
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Disadvantage: Accessibility: The article mentions that reaching an audience without internet access poses a challenge for podcasting. Large file sizes, especially in video podcasts, can be difficult for users with slow internet connections. To address accessibility concerns, the article suggests creating written transcripts for hearing-impaired customers or those without compatible players.
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Advantage: Easy: Podcasting is portrayed as a relatively simple process, requiring only a computer or smartphone, recording software, and an internet connection. The article notes the availability of various platforms like iTunes for hosting and sharing podcasts. Additionally, software packages enable users to edit content, add effects, and store past episodes.
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Disadvantage: Loss of Control: A notable drawback mentioned is the ease with which podcasts can be shared. Copyrighted material must be protected against unauthorized copying and sharing. If a podcast contains confidential company information, the risk of unauthorized access and dissemination is highlighted as a potential concern.
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Finding an Audience: The article underscores the challenge of building an audience for podcasts, emphasizing that unlike traditional advertising, podcast creators cannot leverage existing traffic. A robust marketing strategy is deemed essential for effectively promoting podcasts.
As an enthusiast in this field, I can further elaborate on each of these concepts, addressing specific concerns or providing insights into the evolving landscape of podcasting. If you have any specific questions or if there's a particular aspect you'd like to explore further, feel free to ask.
