Using Podcasts for Building Email Circulation

Podcasts are an external source that can help build email circulation while delivering content through the desirable medium of audio

The vast world of audio communication has an amazing reach that we have all seen, from the popularity of iTunes to the emergence of online radio like Pandora. Audio, including podcasts and musical pieces, is finding an even easier way to reach eager listeners via the Internet.

As an admirer of the medium, I have spent time thinking about the power behind audio and the way it affects us physically, mentally and emotionally. I have seen varying statistics on the actual percentage of people who are auditory learners, but according to Three Rivers Community College, 30% of people fit into the category.

Why this is relevant to online publishers

A key characteristic of auditory learners is that they remember what they hear better than non-auditory learners. If you are producing great content, don’t you want your audience members to remember it? If you are not offering content via auditory mediums like podcasts, those of us who are auditory learners may not be retaining your information, and because of it, may opt to look for content elsewhere, in a format they prefer.

Creating a podcast

With the amount of technology available today, it isn’t incredibly hard to set up a podcast.

I personally use an Olympus LS10 to do my recording and Steinberg’s Cubase LE to do production work on the podcast. I have prior knowledge of audio engineering as I worked as the production director for a radio station years before coming to Mequoda. If you do not have prior knowledge, don’t worry; requirements for creating a podcast are minimal and can be done on free software that is fairly user-friendly. Audacity is one such free program.

Components of a podcast

When we release a podcast, they have been and will continue to be interviews or presentations with interesting individuals that have a lot of wisdom to share. The podcasts we have released thus far have all been long, at over an hour each.

You do not have to follow this same procedure. In fact, if you are looking to disseminate your own content, then shorter pieces may be the way to go. Capping information pieces at 10 minutes will make it manageable and discourage listeners from tuning out.

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Begin the podcast with an introduction and explain right away what will be covered in the rest of the piece. While recording the podcast, imagine that you are giving a presentation or speaking with a group of friends.

A good content-based podcast should be produced with the musical characteristics in mind. Incorporate different rhythmic approaches while saying words. Emphasize important words while changing the delivery of them. Dynamic changes, which directly relate to the volume in which you speak, should be used as well. And whatever you do, avoid a monotone voice if you want your listeners to stay engaged.

Building email circulation with your newly created podcast

After your podcast is created, you have a few different options for promotion. These include:

Building Email Circulation Tip #1 Create a rapid conversion landing page. A good RCLP will be keyword-rich and will discuss the information found in your podcast. It will also be the location where users can directly download the podcast. Also create an email about the podcast that will be sent to your list and pointing users to the RCLP.

Building Email Circulation Tip #2Use social media. If you are on Twitter, tweet about the podcast to your followers. If you’re utilizing Facebook, include a post about it.

Building Email Circulation Tip #3Online PR campaign. Create a press release about the podcast and distribute it through free online distribution sites.

Building Email Circulation Tip #4Upload the content to YouTube. You can upload the audio content and an associated image to YouTube, and then incorporate tags so users can find it. If you feel inspired, you could even promote for this “video” that you created with an additional press release.

In order to do this simply, you can use a free program from Download their encoder, read the instructions on the page (or view the instructional video) and you can start uploading your content right away.

Adding audio components into your content mix isn’t just about a love of music or podcasts, it’s about reaching your audience members who learn better through auditory means.

For 40 other methods of building email circulation, join us for our Building Email Circulation webinar on June 15th.


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