By Chris Lee

According to recent research from radio analyst group Rajar (Radio Joint Audio Research) 15 per cent of people have downloaded a podcast, and Internet radio listenership is on the up. This would appear to further underline the value of podcasts to business, but how can companies build a business case for podcasting?

NMK caught up with Andy White of Brighton-based podcast production company WireWorldMedia to find out the value for business.

Is podcasting just a niche marketing tool with limited uses or does it have genuine business value?

15 per cent of people have downloaded a podcast; just under half have listened once a week and subscribe on average to five shows. With the Internet Marketing podcast we find we get 1,000 downloads a day [from around the world]. Podcasting stats are weird things, it’s almost like it doesn’t matter if you see it working and you’re getting feedback from the podcast and people are phoning up and saying “I’ve been listening to the podcast, you guys seem to know what you’re talking about, can we talk about blah blah blah”, when they’ve already made the decision to do business with you, who cares about the stats?

What do companies that come to you aim to achieve from podcasting?

Most are looking to improve their visibility and are looking for another channel of communication and to encourage people to come and talk to them. A few people come up and say “we’ve been told we ought to do a podcast”, but that’s probably the wrong way to do it. You need to have a drive and a passion, which is why I think podcasting works better for the smaller business.

What’s a great example of what one of your customers has done with podcasting and how has it led to a tangible upturn in business?

Site Visibility is the most successful one we’ve done. They’re a local search engine optimisation company. They get a lot of enquiries [as a result of the podcast].

Where does podcasting go from here?

I know what needs to happen to podcasting to make it more widely accepted. Someone needs to help people understand what they are and how to subscribe to - and consume - podcasts. Most people listen at a computer, if someone can make consumption easier I think it’ll be more widely adopted. It’s not a niche thing if 15 per cent of the population have downloaded a podcast.

What are your top tips for would-be podcasters?

Start off by listening to some podcasts yourself in a similar area and see what people are doing. Don’t get put off by podcasts in your area because you will be unique, podcasting is very personal and you’ll show your unique personality. Make sure you talk about something you’re passionate about. Do some planning; write three headings – who are my target audience, what do I want people to think and what do I want people to do as a result of listening to my podcast.

Have a knowledge of how shows are structured, shows usually have segments with specific things you want to talk about. You need to decide how often you want to do it and don’t procrastinate, just do it. Don’t be afraid of listening to your own voice.

To listen to the full interview with Andy White, listen to the author’s guide to podcasting.