What's so wonderful about podcasts? And why are they any different than any other website audio that you put up?

What makes them special?

Not too long ago I was asked the above questions. At the time, I just answered the question but since then I've been thinking about my answers and realized that they didn't really answer the question behind the question. So what was the question behind the question?

How does the difference affect me?

Let me first organize the response into three general areas, the physical differences, the purpose and use, and the creation.

Physically, the difference between website audio and podcasts has to begin with the number of formats. Podcasts are typically in one of three formats. MP3 is the most common and flexible. AAC is used by iTunes and the original iPod. And WMA is used even less frequently. Of the three only MP3 is really important. Website audio on the other hand can be in any number of formats ranging from AU to RA to WAV.

Similarly podcasts tend to be in only a few time lengths. Short podcasts tend to be less than 15 minutes. Full length podcasts tend to cluster at the half hour, and hour marks. Website audio however varies depending on its use from only a few minutes to roughly one and half hours. And they don't show the clustering pattern of times that podcasts do.

The reason for this variation is most easily explained by examining the use of the audio file. Website audio generally has a player associated with it. Podcasts on the other hand are generally downloaded and played outside of the website for example on an MP3 play or iPod.

From a purpose point of view, the primary use for podcasts is to develop targeted traffic and to establish credibility through repeated exposure. Website audio has many reasons from being a digital product for sale to initial credibility to attention getting.

Podcasts are also a repeating product. That is they are split into regularly repeating shows or audio files which are released on a regular basis. Website audios tend to be singles. That is each audio file stands on its own and isn't really meant to be listened to in a group. Some exceptions to this exist but that's the basic concept.

For the individual who is creating podcasts and website audio there is a great deal of difference. Podcasts are meant to be released on a repeating or rotating basis. Each of them needs to be stand-a-lone. And they are short. So scripting needs to be tight and produce the most information in the shortest time frame. The focus should also be on creating a series and recording them in a group for efficiency reasons. Time to create is a major factor since any inefficiency will be multiplied.

Website audio -- depending on its purpose -- tends to be longer. More time needs to be spent designing the content if only because of the increased length of the audio. And the focus is on record a single audio at a time. Very seldom will you find advantage in recording multiple sessions at the same time. If an individual audio takes more time to develop that's okay. It is unlikely that other audios will also be affected.

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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Over the past decade we have seen the Internet grow by leaps and bounds. In the first-generation of Internet marketing, techniques were very limited and it was thought that banner advertising was the only way to go and search engine ranking and search engine criteria were virtually non-existent!

With the second-generation of Internet marketing, businesses realized that the Internet wasn't a technology but a marketing tool. We began to see more focused and varied techniques which are still very much used today. Things like generating repeat traffic, search engine optimization, permission marketing and viral marketing became important Internet marketing elements.

Third-generation Internet marketing encompasses many or all parts of the second generations plus a whole lot more. With the third-generation came the search explosion where we can now search for videos, images and maps, we can now search locally as well as on a global scale. Search engine optimization for each of these new searches require their own strategy. Third generation Internet marketing includes all the latest techniques - podcasting, videocasting, blogs, mblogs, flogs, wikis, mobile marketing, interactive maps, social marketing, RSS and a whole lot more!

Podcasting - What Is It?

Podcasting is the distribution of audio content via the Internet.

It is distributed for listening on personal computers, MP3 players, iPods or other mobile devices. The term podcasting originally came from the two terms "broadcasting" and "iPod" but as I stated above, they can be listened to on just about any mobile device as well as your PC.

How Does It Work?

Podcasting is a relatively easy process. You need your content and a few pieces of equipment, including your computer, a microphone, audio recording software and an MP3 encoder. You also need a Web site or host for distribution. Once you have those, you're in business!

Once you have finished recording your podcast you can put it on your Web site and make it available as an individual podcast or as a series of podcasts available for download on a subscription basis through RSS feed.

Once searchers download your podcast from your site, or host, they can listen to your content where ever they want, whenever they want!

What to Include in Your Podcast

There are so many topics that are suitable for podcasts. There are podcasts on everything from Internet Marketing to Thai cooking. I have listed a few ideas below, but as I said above, there are podcasts on every topic imaginable!

Just to name a few:

* Training tutorials

* Guided Tours (ie., museum tours, city tours, art gallery tours, etc.)

* Interviews

* Announcements (ie., new CD released, new music video released, etc.)

* Informational content

* TV and Radio shows

* Sportscasts

* And so many more...

Promoting Your Podcast

As with any web site content or published material, you want to get as wide a distribution for your podcast as you can.

The most obvious place to promote your podcast would be right on your Web site. If you are going to put it on your Web site make sure it stands out. You can even have a whole page dedicated to it (or them!).

Remember to make it easy for people to subscribe by way of an RSS feed or give you permission to email them when you have new podcasts available.

Be sure to provide information on your podcast content (sell the sizzle) and also provide the tools they need to be able to access the content.

Include Viral marketing - Tell a friend about this podcast - to enable your Web site visitors to spread the word.

Here are a few other ways you can promote your podcast:

* Promote your podcast in your signature file

* Promote your podcasts on partner sites

* Promote your podcast through popular podcast sites, such as:

* iTunes- http://www.itunes.com

* Submit your podcast to podcast search engines like:

* Podcast Alley- http://www.podcastalley.com

* Podcast Pickle- http://www.podcastpickle.com/

* Promote your podcasts on any sites that are targeting the same target market you are and where your content would be valuable to that site

Benefits Of Having A Podcast

We are seeing podcasting take off because it enables listeners to enjoy the audio content when they want - they can listen to a tour of the community where they are thinking of relocating while on a 10:30 a.m. flight to view a house in that community, they can enjoy a podcast on how to complete a purchase agreement while on the treadmill first thing in the morning, or they can listen to descriptions of new listings while riding the subway to work, or they can listen to your advice on getting their house ready for the market while lazing by the pool.

People no longer have to be in a particular place at a particular time to hear your audio content, they can download it and listen to it anywhere at any time.

They can take your message with them wherever they go!

Susan Sweeney, CA, CSP, HoF

Best-selling author of 8 Internet Marketing Books, including 101 Ways to Promote Your Real Estate Web Site

Check out my site to see how you can take my FREE online Search Engine Optimization Methodology course - [http://www.RealEstateInternetMarketingBook.com]