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11 Lessons Learned From Podcasting

by Brian Carroll  |  
November 6, 2007

We all know that there is growing agreement that podcasts are a great way to share your thought-leading content.

According to a study released by KnowledgeStorm and Universal McCann on the emerging role of new media, over 41 percent of survey respondents claimed they had listened to podcasts on more than one occasion, and 13 percent stated that they frequently download or listen to them; and 65 percent of podcast listeners said they listen to podcasts for both personal and business interests (source: Emerging Media Series: The Influence of Podcasts on B2B Technology Purchase Decisions, July 2006).

There is increasing demand for podcasts as part of the marketing arsenal to engage audiences and advance conversations with prospective customers. Podcasting is proving to be a great way share multimedia content because your audience can fetch it automatically or when it fits their schedule.

Podcasting can give your company a new image and personality. And, increasingly, as it evolves, podcasting offers the promise of being another highly effective way to reach and develop potential customers.

Today's audience for podcasts is tiny compared with those of other marketing media, but it's growing, especially in the context of the complex sale.

New information and communications technologies spring onto the scene with breathtaking frequency, and it is quite likely that the search for the elusive qualified sales lead will continue to be enhanced by their continuing introduction and evolution.

For example, companies are already using podcasts to generate sales leads and revenue for their sales training events.

Via RSS feeds, podcasts are very easy to access. Major search engines and music sites have added the ability to search for podcasts and pull RSS feeds for updates.

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Brian Carroll is CEO of InTouch ( and author of Lead Generation for the Complex Sale (McGraw-Hill). Reach him via or his blog (

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