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Overview of Webcasting and
Podcasting
Related pages
Both webcasts
and podcasts are useful media for disseminating
thought-leadership content. However, beyond the fact that
webcasts include a visual component, there are a number of
differences between the types of media.
Marketers may use one or the other, or both, based on a variety of
factors, but a key consideration is frequency: webcasts can
be delivered on a regular basis, but can also be effective
as a one-off or infrequently used tactic. Podcasts are more
like blog posts: to be
effective, they need to be produced on a fairly regular
basis. If you’d like to try podcasting without committing to
a regular program, consider arranging a podcast interview
with someone who regularly produces podcasts relevant to
your industry.
Webcasts:
-
Are
generally 30-60 minutes long; a common format is 40-45
minutes of content followed by a 15-20 minute Q&A
session.
-
Are
commonly delivered as online PowerPoint presentations,
though they can include interactive surveys, video,
whiteboarding and other media elements.
-
Are
delivered using a webcasting service; the
WebMarketCentral blog includes reviews of
several popular providers.
-
Can be used
to promote other content such as a white paper or
report, but are often a stand-alone information delivery
medium.
-
Can be
promoted in variety of ways, including
search marketing
and email blasts.
Podcasts:
-
Can be as
long as 30 minutes (or even longer), but are most
commonly 6-15 minutes.
-
Lend
themselves well to topical subjects, such as a security
software firm commenting on a well-publicized security
breach that could have been prevented.
-
Can be
presented as monologues or in interview format.
-
Are most
effective when done on a regular basis, such as a weekly
podcast.
-
Can be
produced professionally or internally using podcast
recording and editing software.
-
Are
effective for promoting longer thought leadership pieces
such as white papers and reports.
-
Are
generally housed on blogs, and offer the same
promotional opportunities as blogs plus
additional podcasting-specific services.
For more
information on podcasting, see
More Lessons from the Guru of Podcasting,
Podcasting Beyond Marketing Sherpa and my blog interview
with nationally-recognized podcasting expert
Albert Maruggi.
Related pages:
Higher
level:
How to
Develop a Web Marketing Plan
Guide to Web-Based
B2B Lead Generation Programs
Peer pages:
Search Engine Optimization Basics
How to Write
Effective Email Newsletters
Why Write a Blog for
Business?
How to Create an Effective
Business Blog
Best Practices in Search
Engine Marketing
Interactive PR
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