technology

Savvy businesspeople can turn podcasts into profits

Here’s how to podcast like a pro.

Nothing beats free advertising, and it doesn’t get much freer than a podcast. With a little know-how, you can create your own custom podcasting campaign for an audience of millions. The numbers are seductive: 30 million iPod owners, together with untold millions listening on other mobile devices, are just begging for something new to hear. And smart businesspeople have already begun tapping into that massive pool of potential customers. The market is so appealing that Chrysler has just inked a deal to promote its cars via CNN’s podcasts. All you need to get started are a computer, a microphone and something to say.

All computers come with some kind of recording software, and many even have microphones. But garbage in means garbage out, so it’s best to start with at least a quality external mic. The Plantronics Audio 70 ($30, www.plantronics.com) is an inexpensive stereo headset and microphone that works with any computer, but any PC-compatible mic will work. For that pro studio sound, check out the M-Audio Podcast Factory ($180, www.m-audio.com), which includes a dynamic broadcast microphone, a USB audio interface that can connect to musical instruments, and advanced recording software. Whatever setup you start with, the important thing is to create the cleanest possible recording, free from background noises. So be sure to set up your gear in a nice, quiet spot.

Once your studio is all set, the real work begins. Podcasting pioneer Eric Rice offers sound advice to would-be podcasters. As cofounder of Audioblog.com, which provides audio and video podcasting services to businesses and consumers alike and counts celebrities, real estate agents and soccer moms among its clients, Rice has been helping people master this technology since podcasts first appeared.

“The most important thing is to create content people will want to hear,” says Rice. “Find things that add value for your customers, and build your content around those things. If you’re BMW, don’t just talk about your cars. Podcast interviews with your Formula One drivers to add human interest. If you’re in real estate, offer insightful market advice. You can do this in any industry.”

Once your podcast goes live, you’ll need to attract an audience. Rice recommends using your existing advertising channels to drive customers to your podcasts. “If you’re advertising in print or on the Web, promote your podcasts through those channels. Drive people to your podcast, and it will reinforce your brand identity.”

• Podcasts get practical