Podcasting for Business Communications

Business benefits, audio and video production techniques, search engine optimization, a discussion of the latest gear and the future of podcasting in a world of attention deficits with Steve Lubetkin of Professional Podcasts.

01:35 -- Steve Lubetkin talks about his introduction to podcasting and his background using technology as a business communicator professional.

03:32 -- Eric mentions that this podcasts reaches almost as many listeners through the show blog as it does via RSS, and asks Steve if the same is true for him.

05:05 -- Steve Lubetkin builds a business case for RSS, by pointing out the many benefits of distributing XML with enclosures.

06:28 -- For Steve Lubetkin, the ultimate goal in producing and distributing podcasts from is to get his clients noticed, and for that reason, he prefers automated solutions that minimize his time investment in achieving that result.

07:13 -- Using podcasts to get clients noticed via search engines.

08:24 -- The distinction between HTML and XML measurement, and the importance of securing a measurement solution that records both.

09:02 -- The importance of parking your feed on iTunes, from a client satisfaction perspective and listener satisfaction standpoint.

10:06 -- B2B podcasting is, for the most part, not about reaching large audiences. It's about reaching individuals with an immediate need for the marketers product or service. So instead of getting in front of thousands of people who may or may not have a need, podcasting is about automating the awareness, consideration, research and evaluation phases of general buying cycles.

11:31 -- Steve Lubetkin discusses the benefits of communicating via audio and video, in both short and long formats.

14:17 -- Instead of producing original content, Eric and Steve Lubetkin discuss using podcasts to extend the reach of business and other corporate events that are occurring already.

17:29 -- The advantage of shooting events in video is that you can always use only the audio if you prefer, but you still get the ability to use the video as well.

20:33 -- Steve Lubetkin gives his tips on the best gear for producing business oriented podcasts today and talks about the importance of recording good audio versus good video.

23:49 -- Steve Lubetkin and Eric talk about mixing audio, HD and the flip.

35:23 -- A discussion of business-to-business podcasts it is the use of podcasts for internal communications.

38:12 -- integrating podcasts into corporate communications campaigns.

42:15 -- Ron Ploof's new book "Read This First," which was featured on Marketing Over Coffee.

43:47 -- A discussion of Steve Rubel's (who has been featured in a previous episode of this podcast) life streaming experiments on Posterous, which he covered with Shel Holtz and Neville Hobson on For Immediate Release, and how podcasting might adapt to attention deficits.

47:03 -- Eric talks about Andy Lark's keynote at the first NewComm Forum, at which Andy showed EPIC 2014 to the crowd and proceeded to blow everyone's mind with his presentation about social media.

48:07 -- News at Seven, the dynamically generated news program, which featured avatars posting an online news program edited by fact stripping robots.

49:17 -- The importance of text to the future of content marketing and in dealing with attention deficits if we move into a change of partial content consumption.

50:32 -- Unleashing the archival value of content through search engine optimized text notes.

53:13 -- You can find Steve online at http://www.lubetkin.net/blog and www.ProfessionalPodcasts.com

RECOMMENDED EPISODES

* B2B Social Networks: Driving Commerce with Imperfection and Surrender
* Social Media Investor Relations Special with former SEC Attorneys

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage. His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies. Schwartzman is currently co-authoring a book on business-to-business social media communications with Paul Gillin, to be published by Wiley in Fall 2010. He is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US through PRSA. Since 2005, he has been producing the weekly, award-winning public relations podcast “On the Record…Online” (@ontherecord) about how technology is changing the way organizations communicate, the official podcast of the PRSA International Conference for the past three consecutive years.

On the Record…Online is the Official PR Podcast of the 2010 PRSA International Conference. Subscribe via RSS or follow us on Twitter @ontherecord.