Thursday, January 25, 2007

Trend: Companies seeing value of periodic shows

For the past year, Texell has been selling one-shot podcasts to companies in the financial services space. Forward thinking companies have been testing the podcasting waters, but few saw the value of a regular monthly or weekly program in 2006. Even when they came back for another podcast, the idea of a regular show did not appeal to them.

That seems to be changing. In October, we inked a deal through our partner (Martopia) to provide a weekly podcast to the Mortgage Bankers Association, Washington, D.C. Since then, we've had a number of serious inquiries from companies that are starting to investigate the possibility of offering up monthly podcasts to their target markets.

There are a number of benefits companies see when they reach out on a regular basis. Perhaps most important is that the firm can begin to attract a regular audience. This opens up the company to the increased possibility of receiving inquiries from listeners, which can lead to conversations.

We urge all of our customers to include a strong call to action in each podcast. This is vitally important to achieving a return on the investment. When this call is included in a regularly appearing show, the number of responses increases out of proportion to the number of shows it appears in. It's a sum of its parts thing.

From the beginning, I've been saying that podcasting offers an opportunity for businesses to return to the Golden Days of radio when companies sponsored the shows that entertained, enlightened and sold to radio listeners. Owning the show gives companies complete control of the content. Those that do a good job of offering up a valuable program will reap big rewards.
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