Companies need deeper understanding of podcasting, says new study

Few corporate podcasts are optimized, missing the opportunity to be properly indexed in online podcast directories and search engines; what’s more, search engine results linking to podcast XML feeds lack user-friendly web page designs to help searchers know what to do to access podcasts, according to “The Value of Podcasting for Search Marketers.”

The new white paper, published by Oneupweb, an online search marketing and corporate podcasting company, also says podcasts improve paid search activities, helping to attract and qualify customers, build customer relationships, and manage marketing efforts. Further, podcast downloads are a popular way of inducing a paid click-through, engaging potential customers and keeping prospects connected to the company after the click, according to the paper. The on-demand nature of podcasting extends the impact of paid advertising without adding to the cost, it adds.

The white paper describes how, according to Oneupweb, companies can use podcasting to build more web site content from current web pages and materials and discusses how podcast production values can enliven a brand personality, attracting inbound links and encouraging listeners to become brand advocates through the viral nature of podcast file-sharing.