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The same holds true for blog-tracking sites like Technorati (www.technorati.com), which tracks more than 30 million blogs. Every time you post a new podcast link on your Technorati-tracked blog, the blog search engine makes a note of it, and the visibility of your company's blog increases.
If you're thinking of experimenting with podcasting on your own Web site, or within your company e-newsletter or marketing e-mails, here's a blueprint for getting started, courtesy of Fish and other podcast marketing gurus:
Experiment with the medium first. Gabcast.com is a good place to start. There, you can record a podcast by calling an 800 number, and the podcast subsequently is posted to Gabcast's site. The company provides you with a URL unique to your podcast that you can place on your own site. If you want to practice your spiel a few times before announcing yourself to the world, there's little worry. Right now, Gabcast.com's podcast creation service is free.
Search out podcast-creation software that's right for you.Once you've gotten the feel for how podcasts work, you may want to bring the software in house. Some popular podcast-creation packages and online services include Podblaze.com (www.podblaze.com) and Transistr, formerly iPodderX, (http://transistr.com). An exhaustive list of podcast-creation software is available at Podcasting News' directory (www.podcastingnews.com/topics/podcasting_software.html).
Keep it short and sweet.Company podcasts of 15 to 30 minutes likely will get the most play, Fish says. He also believes your podcast should have an unscripted feel.
Relentlessly promote your podcast.Besides posting your podcast on your Web site, and including a link in your company's e-newsletter and marketing e-mails, there are plenty of podcast directories on the Web interested in listing your podcast. Those include Podcast Alley (www.podcastalley.com); FreshPodcasts.com; Podcast.net; Apple Podcasts (www.apple.com/podcasting); iPodder.org; Odeo.com; and Digital Podcast (www.digitalpodcast.com).
Track popularity."If your e-newsletter service provider has the right tools in place, podcasting is trackable, just like all subscriber activity," Fish says. "You can monitor which subscribers listened to your podcast, and even identify which ones passed it along to others. By tracking podcast listenership, you gain valuable insight into subscribers' interest. This enables you to customize future marketing activities in order to give each audience segment more of the content they like."