You've probably heard by now that you should have a podcast. That podcasts are an excellent tool that should be in every learning content product marketer's toolkit. That they increase traffic. That they increase reputation. That they are wonderful marketing tools.

But why does podcasting work?

In this article I'm going to share seven reasons why podcasting works. Of course there are many other reasons. But here are the seven that first came to mind as I thought about why podcasting works.

1. People like them.

It's always easier to market with a media that people like for its own sake. People tolerate sales letters. People try not to let ads get to them. People try to ignore video ads. But a podcast isn't perceived as advertising. They're perceived to be an information or learning content product. Sort of a mini-teleseminar. They're convenient and they're well accepted.

2. They are personal.

Only video is a more personal medium than audio. Podcasts give people a chance to listen to you in action. They get to hear your passion. They get to hear your emotions. Podcasts give people the sense that you are accessible to your audience.

3. They provide short bytes of information.

We are busy today. There's no other way to put it. We're so busy that we are having difficulty absorbing the information -- the stimuli -- that are being aimed at us. Podcasts provide information in short, easily absorbed chunks.

4. They are regular and repeating.

Podcasts are generally released on a weekly basis. But whatever the schedule they are regular and recurring. That means that the message they are carrying -- whether that be reputation, branding or something else -- is regularly repeated and reinforced.

5. They are easy to do.

Podcasts don't really require a lot of equipment. Nor do they require a great deal of thought. A headset and computer with a copy of Audacity is quite sufficient. A basic outline of the points to be raised and a clock is all that one needs to produce a podcast. Complex outlines of multiple chapters and hundreds of points are not required.

6. They are quick to create.

Because podcasts are relatively simplistic and short, they are very quick to create. They don't take a lot of time. A fifteen minute show can be scripted, recorded and edited within about two hours.

7. They are inexpensive to distribute.

Bandwidth costs. Podcasts are relatively inexpensive since they can be recorded at a fairly low quality and still sound good. As a result they don't cost very much to distribute. Not only that, but there are free podcasting services which will distribute your podcast for you.

Do you want to learn how to create information products (learning content)? Check out my new free eBook "7 Myths and Seven Tricks in Nine Steps": http://www.learningcreators.com/myths.htm

Do you want to read more free information like this? Go to my blog: http://www.learningcreators.com/blog/

Glen Ford is an accomplished consultant, trainer and writer. He has far too many years experience as a trainer and facilitator to willingly admit.

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