Director of global field marketing of BearingPoint, Paul Dunay, discusses marketing lessons learned after starting hist first podcast initiative a year ago.

In an article in iMedia Connection, he shares 6 tips on using podcasting as marketing medium to communicate with their audience:

1. Explore the variety of recording options. A professional studio maybe too expensive, but recording onilne conference sessions may cause too low of a quality if massive splicing and editing are needed.
2. Be brief. Keep it to five-to-seven minutes.
3. Use a format that matches your objectives. BearingPoint found that that interviews are more lively, interesting and credible compared to other formats.
4. Create an audio signature. Use a shot musical signature to introduce podcasts and serve as a transition between sections.
5. Market like you mean it. Promote podcast to get listeners. In no way people will come because you recorded it.
6. Define your tracking upfront. Know what information you want to know so you can track them.

Well, we probably don’t find anything new in these tips but still it is worth reiterating the basics, which are often overlooked.

Exactly one year ago, Paul has developed a campaign to attract people to download white paper. The offer resulted in 30 percent of people who listened to the podcast download it. This number proved to be just as qualified as other more standard lead generation streams.

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