So you have some great audio content you want to share. It is professionally produced MP3s and covers an area of interest in your market place. How do you reach your audience in a simple and easy way?
Existing technology, in common use today, means we can add the content to a web server and then link to the files for download. You can also generate RSS (Really Simple Syndication) feeds and make these available. But in reality none of these items really provide a great solution for the distribution and syndication of audio. That's where podcasting comes in.
Podcasting combines the ability to have audio on your website for people to enjoy with the ability to syndicate the content via a RSS style feed. The big difference is that when the feed is consumed by the user, they can subscribe to it and automatically download the content. Or more importantly they can automatically synchronise it with either an external player, like an iPod or Zune, or a podcatcher program such as Feed Demon or even iTunes. That is the essence of podcasting and why it is becoming so popular, its simple for the user to consume the content they want.
There are many MP3 players on the market and the sophistication of the devices and the software supplied with them is increasing rapidly. Nearly all of the major MP3 player manufacturers provide podcast synchronisation software with their units. Apple provide the iTunes package, Microsoft provide the Zune application, Creative provide Zencast, Archos provide Archoslink, the list goes on and on. All have a commonality in the fact that they support an industry standard for podcasting, RSS feeds with enclosure tags (the enclosure tag actually details the media file and makes it available for download).
Major software and internet services providers such as Google and Yahoo are also providing free online services to allow users to subscribe to and consume podcast content. Many content providers are now ensuring they have implemented single click subscribe capabilities to further simplify consumption. One click and iTunes can be downloading the podcast series of your choice ready to synchronise with your player.
Content providers are embracing the technology as well. Many specialist providers have been around for a number of years now. Providers such as EscapePod, and PodCastle have been providing free short story content for some considerable time, in fact EscapePod had it's 4th birthday in May this year. More recently major international providers have been embracing this arena. The BBC have lead the way in internet content provision to the mass market with the BBC iPlayer. Now they are providing a wide range of content as podcasts. Currently, they have over 200 podcast series available on their website ranging from the Reith Lectures, through The World Service Global News to local radio programs and sports roundups. All available with single click subscription for the major MP3 players and podcatchers, single episode download and "play on page" capabilities.
Podcasting isn't difficult but in an market where consumer expectations and technology competence are growing daily it is essential that it is done properly. To succeed you must have high production values for your content, something of value to say, and you must provide it in the formats and with the capabilities the consumers have come to accept. A few links to files on a web page really doesn't cut it anymore.