Today I had an inter­est­ing con­ver­sa­tion about busi­ness pod­cast­ing for a B2B focused small busi­ness look­ing to gen­er­ate leads and per­ceived exper­tise in their area. We chat­ted a lit­tle bit about the tools that were needed and observed that, far from being a big bur­den, pod­cast­ing is rel­a­tively low effort while giv­ing an authen­tic con­nec­tion with peo­ple who con­sider you an expert in your field.

Pod­cast­ing ful­fills much the same role an email newsletter/mass con­tact does — yet man­ages to dif­fer­en­ti­ate itself in the medium to actu­ally get onto people’s desks in a bit of a unique way. Tech­ni­cally pod­cast­ing is pretty easy to imple­ment, with Word­Press being one obvi­ous tool to make it hap­pen online and most new com­put­ers sport­ing Win­dows, OS X or Linux com­ing with free soft­ware included (or at least eas­ily avail­able) to pro­duce the content.

So what’s our role? Just lift­ing the bar, really. From snazzy intro/outro music to stan­dard­ised call-to-action snip­pets that get attached or rotated week by week, a lit­tle bit of exper­tise goes a long way to cre­at­ing a suc­cess­ful, easy to cre­ate pod­cast­ing expe­ri­ence. This makes it eas­ier for small busi­nesses to stay in it for the long haul, build­ing bet­ter brands, leads, and adding value for customers.