Mapping the Next Frontier in Brand Storytelling

Eight years ago, podcasting was held up as the “Next Big Thing.” Chris Brogan, author of The Impact Equation and longtime podcasting fan, thinks it’s finally ready to take off as a viable channel in your content marketing plan

Chief Content OfficerWho exactly listens to podcasts? Is there a certain type of person?

Chris Brogan: People listening to podcasts these days are not just the ultra-tech savvy. When podcasting first came on the scene around 2005, it was really difficult to access them. Now, Ford’s commitment to putting things like Stitcher Radio in its cars has made it a lot easier for people to listen to a podcast. Venture capitalist, Mary Meeker, says there are 52 minutes of unclaimed time in the car everyday, and people are seeking things like podcasts to fill it.

CCO: What tools should content marketers check out if they’re considering podcasting?

Brogan: You can use something really simple like Audioboo (which isn’t really a podcasting tool, but it’s close enough). If you’re running iOS for iPhone or iPad, there’s a great app called bossjock studio made by my friend Dave Mansuedo. It’s inexpensive and allows you to do all the stuff you would expect in a big studio-type application. Beyond that, I use Garage Band to edit. Audacity is free and works great too. I also use Call Recorder, a Skype-based app, for interviews. It’s simpler than it’s ever been.

I tried a brief stint creating and producing a video blog, but I found that a lot less appealing because there were more steps and details I had to get right each time. With audio, as long as it’s crisp and clear, I’m creating theater of the mind. I really don’t want you to look at my glowing, talking head.

CCO: Do you think certain topics work best? For example, we picture people sitting back to read for the print magazine, rather than leaning forward on their computer screen — and we think certain topics lend themselves to that type of relaxed reading. Is there a particular moment you’re catering to?

Read the rest of the interview with Chris Borgan Here