You Oughta Be in Podcasts

Gary Vaynerchuk is a podcast natural—the affable, energetic wine aficionado has become an Internet superstar by producing entertaining reviews for his Wine Library series. "Because they give relevant information, the podcasts brand Gary Vee as the resource for wine," says Lisa Formica in an article at MarketingProfs. "As a result, his business is prospering and he is quickly emerging as a highly regarded wine expert in a crowded industry."

If you've thought about using podcasts to boost your business, here are some of Formica's tips:

Let content determine length. There's no need to pad or trim content with the goal of achieving uniform 15-minute segments. It's okay if some podcasts clock in at 12 minutes and others at 17 minutes. In general, audiences will remain engaged for up to 30 minutes; on more technical topics, however, you might want to divide your content into discussions lasting 10 minutes or less.

Focus on a single topic. "Potential listeners eyeing podcast titles generally will give a new provider a whirl if the topic of the podcast is very specific," notes Formica. "What's more, focusing on a single topic leaves other topics for subsequent podcasts."

Make responding easy. Mention specific resources your audience can use for follow-up once the podcast concludes.

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