New Media Strategy - 03

---Getting Your Message Across . . . With a Podcast---

Audio podcasts are for anyone who has the gift of 

gab多嘴/唠叨.

Whether it’s you talking alone or you interviewing industry experts and 

talking to your best customers about their challenges, podcasts offer 

you the opportunity to discuss your business. 

Video podcasts are ideal for businesses in real estate, 

retail trade, accommodation, food services, and the arts 

as well as for businesses that can excite their audience 

with pictures and words together. 

★★★Audio podcasts are pure sound and offer you a chance to talk 

about a wide variety of topics. Audio podcasts are perfect for 

interviews, quick tips, analyses, and advice. 

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Consider using audio podcasts if you are in the professional, 

administrative, or information services because of limited visual 

content. 

As with the entire set of new media products, podcasts 

work best when they are connected with your website, 

e-zine, and blog. 

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You’ll need a podcast hosting service, 

and you’ll want your podcasts to hyperlink with 

your website and blog. 

★★★Your new media products work together best when they 

offer variations on the same theme(同一主题！). 

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When all of your new media products are integrated, they enhance and 

complement each other. When potential customers fjnd your podcast on 

a podcast directory they might like what they see so much that 

they subscribe to your e-zine and start reading your blog.

The question of how often to podcast depends on how many new media 

tools you will use. 

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For example, if you choose to use podcasts as a stand-alone单一 

marketing outreach tool, consider podcasting at least 

★twice per week.

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ut if you are using coordinated new media tools, 

as we strongly suggest, podcasting 

about twice per month will suffj  ce. 

★★★

The trick to making your podcast compelling, as with 

all new media, is to offer quality content that attracts 

your customers’ interest and offers value by solving a 

problem or giving them insight into a challenge. 

Your podcast offers a chance to speak to your 

customer directly, extend your brand, and build your community.

--Creating Symmetry among Your New Media Products?

--★Grab Podcast Listeners with a Compelling Name ：

The title of your podcast could simply be the name of 

your business with the word podcast appended to the title.

Your podcast name should speak directly to your audience’s needs.

★★★

Because time is a precious commodity in today’s busy world, 

give your subscribers information that can help them manage 

their tasks, quickly gain insight into some aspect of their 

business, or solve a life problem.

Your podcast title should refmect the value you offer 

subscribers; the name should make a potential listener think, 

“Hey, that’s what I’ve been looking for; this podcast 

can help me with my challenges and give me a better perspective.” 

★The fjrst step is to create an umbrella name that will say 

exactly what you’re podcasting about. It should also pique your 

listeners’ curiosity, align with their needs, or state a benefjt. 

Choose a title that your audience will 

immediately identify with or that will intrigue them. 

★★★

Once you have the name for your podcast, 

all episodes should focus on the intended content in some way. 

Consequently, when you’re developing a name for an episode, 

you must know your target audience. Know your potential and existing 

clients and what they need, then create informative 

podcasts that ★meet those needs.