Decreasing
costs of technology and distribution have made it cheaper to create content
that appeals to mainly niche audiences. A podcast is video or audio content that
is often embedded in an RSS 2.0 feed. The name was created by combining “iPod”
and “broadcasting”. Podcasting allows the content to be syndicated, subscribed
to and downloaded automatically. These files can be played back by the RSS
subscriber at the user’s convenience on an MP3 device, other portable device or
PC. Podcasts work on all sorts of devices not just iPods.
How does it work?
There
are five basic steps:
- Create the podcast - Anyone can create a podcast. No
satellites, radio stations etc are required. All you need is a microphone
and/or video camera, computer and connection to the web
- Edit the content
- Upload to server
- Users subscribe
- Updates - The difference between podcasts and basic
downloads is that podcasts are part of a series (weekly, fortnightly or monthly
schedule) so that the user receives a series of files that build on each
previous session. Anything else is a download.
Why should I care?
Porter
Novelli has an interest in addressing small, specialist audiences of
influencers.
Why has it taken off?
The
key drivers behind the growth of podcasting include technology and shifts in
consumer expectation.
Technology
has made it easy and quick for us to download and update files as well as
increased the number of ways we can consume this content. Mobile video and
audio devices allow us to consume this content where and when we want. A
related driver is the growing expectation amongst consumers that they can watch
anything, anytime and anywhere.
When is podcasting relevant?
Clients
shouldn’t necessarily all start podcasting but there are certainly situations
where it may make sense. Examples of cases where it could be a cost-effective
way to engage niche audiences include:
- when communicating with specialist stakeholders such as
legislators, shareholders etc
- internal training and communications – for example record
training sessions and make them available to entire corporation via podcast
- promotion of content – increase the value of existing
activity and assets by distributing this content online
- increase the value of sponsorships – for example capture and
distribute behind the scenes coverage and interviews with key
players/performers for an event that a client has sponsored
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