Podcasting is a form of marketing that is not going to be for everyone. Unlike a newsletter, article, or even a YouTube video, which can be very short, a podcast is usually much longer.

Fifteen minutes is roughly the minimum time you should aim for and even an hour wouldn’t be too long.

A podcast is nothing more than an audio file that users can download onto an iPod or MP3 player and listen to it later.

Something to talk about

One of the keys to a successful podcast is that you must have something substantial to present. This is also not a single platform. Prepare to commit to a series of podcasts published at regular intervals.

A series of interviews would be ideal if they are with interesting personalities or cover an interesting topic. Anything entertaining is always a good bet.

So if you were running a theater or entertainment venue, you could produce podcasts based on that.

Let’s say you have a bar with live comedy or live music on Friday nights. Interview some of the acts, record snippets of their performances, and then have someone edit it into a cohesive and engaging audio product for you.

The key for entrepreneurs to remember is that your podcast is not a product unto itself. It is a means of promoting your business. So you want your podcast to be entertaining and engaging enough that people want to download and listen to, but at the same time create a desire in listeners to get out there and see the acts first-hand.

To see an organization that really succeeds when it comes to using podcasting as a marketing tool, check out Capital Steps (www.capsteps.com). They are a comedy troupe in Washington, DC that specializes in political satire. All his income is derived from the sale of CDs and the sale of tickets for his live shows. They record a podcast four times a year that is also broadcast live on traditional radio stations and online.

Other outputs for your recordings

There are other things you can do with your recordings. In fact, one of the most productive is done while the recording is in progress: internet radio.

There are internet streaming sites like BlogTalkRadio.com and ShoutCast.com that allow you to create your own “radio” show. These shows are generally streamed online only (although many traditional radio stations also use these sites to simulcast their own shows).

You determine your own broadcast schedule. Listeners and fans who find your show, or who are directed there by your promotions, can either listen to it live (if they log in while the show airs) or they can replay previous episodes.

If you record these episodes as they air, you will have the material available for your podcasts.

Your own recording studio

You don’t need to rent a professional recording studio. Any reasonably quiet space where you can record without interruptions will work just fine.

If you record in an office, be sure to turn off or unplug the phone. Post someone outside to avoid unwanted intrusions if that’s a possibility.

Buy a good quality microphone. The cost of these microphones is surprisingly affordable. You should be able to easily find one for less than $ 50.

Doing triple duty and more

Even better than recording your radio show while it airs, set it to record it on video. With a single expenditure of effort you have the radio show and furthermore you can have someone edit the audio track of your podcasts and also edit the audio / video together for posting on video hosting sites like YouTube.

Depending on the nature of the content, you can even have the written content transcribed and used in other promotions or on your website.

There is a fine line to tread with this. It’s very smart to get multiple uses and benefits out of every effort expenditure, but it should also have a great variety of content.