Integrating Podcasts Into the Marketing Mix

Sara Scurfield, AIMS volunteer and blog correspondent and Online Program Manager at Advantex Marketing International, got a sneak preview of our 'Should Your Company Be Podcasting?' event happening later this week. She sent Mitch Joel (one of the speakers) a couple of pre-event questions and shares the conversation below...

Sara Scurfield: With the proliferation of podcasting in the marketplace, what do you think is most important criteria to consider when integrating podcasts into a marketing mix? As marketers, how can we get people to voluntarily listen and participate?

[Mitch Joel | Twist Image] I think the most important criteria is having something unique to say that will actually raise the bar for other Podcasts. It's important to not just be another "voice" in the mix. Clutter is clutter, even if the clutter is disguised as something "next" like a Podcast. Consumers have less and less time and they are more and more in control of what they're listening to, when and how. Podcasting is a great compliment to this new consumer, but only if you're adding to the conversation by producing content that they can't get anywhere else. It's also important that a Podcast isn't simply thrown in because, "it's the thing to do." I've never been one for doing something because others are doing it or because it will get my clients PR. Podcasting is a killer part of the marketing mix when you really need content as media and have the content to create a compelling story.

I don't think you can get people to voluntarily listen. You can put it out there, create a promo and try to get Bloggers, Podcasters and maybe even mainstream media to know what you've created. I'm a big fan of PR for stuff like this. I also think it can't hurt to get people within your organization to share the Podcast with your clients and their friends. Put a one-liner in everyone's email signature file and follow some other guerrilla and word of mouth marketing basics to get the word out. Submitting it to popular Podcast directories (like iTunes) is also critical.  Participation will only come after a couple of episodes. All new Podcasters need to appreciate that their listeners have to get used to the content and what they're saying before they can join in. If you're patient and creating killer content, you'll know pretty quickly who's listening and what they think.

Sara Scurfield: What are some of your favourite podcasts that you listen to on a regular basis?

[Mitch Joel | Twist Image] I listen to a lot, but here's my Desert Island list (in no particular order):

Across The Sound
For Immediate Release
The Client Side
American Copywriter
Trafcom News
The M Show
Inside PR
In Over Your Head
Managing The Gray
New Comm Road
Diary of a Shameless Self-Promoter
Canadian Podcast Buffet
Daily Source Code
The Engaging Brand
... and, of course, a little shameless Plug for Six Pixels of Separation - The Twist Image Podcast :)

Comments

[Bryan Person, New Comm Road Podcast]

Mitch:

So pleased you included my podcast in such an impressive list. Thank you. Good luck in your presentation later this week.

--Bryan Person
Host, New Comm Road podcast

[Anna Farmery]

Thank you for including The Engaging Brand...wow! Great content in this post as always.
Anna Farmery
Host, The Engaging Brand

[Donna Papacosta]

Mitch, I'm delighted to see my Trafcom News Podcast on your list. You are right about cutting through the clutter, which becomes an even greater challenge to marketers as more podcasts come online.

I wish I could be at you AIMS presentation this week. Your session is going to be great!

Thanks again.

[Michael Seaton]

Mitch,
Thanks for the inclusion on the desert island. I'm not worthy.

[Ellen25]

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