Overview of Webcasting and
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
generally 30-60 minutes long; a common format is 40-45
minutes of content followed by a 15-20 minute Q&A
commonly delivered as online PowerPoint presentations,
though they can include interactive surveys, video,
whiteboarding and other media elements.
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
promoted in variety of ways, including
and email blasts.
Can be as
long as 30 minutes (or even longer), but are most
commonly 6-15 minutes.
themselves well to topical subjects, such as a security
software firm commenting on a well-publicized security
breach that could have been prevented.
presented as monologues or in interview format.
effective when done on a regular basis, such as a weekly
produced professionally or internally using podcast
recording and editing software.
effective for promoting longer thought leadership pieces
such as white papers and reports.
generally housed on blogs, and offer the same
promotional opportunities as blogs plus
additional podcasting-specific services.
information on podcasting, see
More Lessons from the Guru of Podcasting,
Podcasting Beyond Marketing Sherpa and my blog interview
with nationally-recognized podcasting expert
Develop a Web Marketing Plan
Guide to Web-Based
B2B Lead Generation Programs
Search Engine Optimization Basics
How to Write
Effective Email Newsletters
Why Write a Blog for
How to Create an Effective
Best Practices in Search