Many businesses are now utilizing the tool of audio podcasts to spread the message about their ideas and products. For those of you who are unfamiliar with podcasts, they are a series of digital media files that usually have a theme and are often released episodically then downloaded through the Internet. Businesses can use podcasts to show customers newly formulated ideas and innovations or interviews with clients and the like. But in the age of television, what good is audio without video? Most people tire of listening to something well before they tire of watching it. By adding video assets to your company’s podcast you can create a video blog or a web show starring your company. When done correctly, this clever form of advertising and marketing helps boost views and add a new dimension to your company’s message.

Inc. Magazine explains that there are 4 “basic ingredients” that go into creating a video podcast: equipment, a theme, hosting, and marketing.

While it is possible to use a basic webcam to produce video podcasts, it’s not recommended. If your video podcast doesn’t have a professional feel then your company won’t either. After all, filming yourself sitting in front of a computer is hardly more interesting then audio alone, in fact it can actually have negative results. At least with an audio podcast the viewer can imagine a professional scene. Hiring a professional video production company makes video podcasting worth while. Video podcasts are usually between 20-40 minutes so the help of professionals can draw potential customers into your business, teaching them what you do and why, and advertising your product or service.

The theme of your video podcasts should be consistent in order to maintain viewership. INC also recommends sticking to a constant broadcast schedule, whether it is daily, weekly, or monthly does not matter so long as it’s consistent. Also it’s wise to make your video podcast personal – immersing your viewers in all aspects of your company shares information and details that a 30 second advertisement could not. This allows your client to learn to trust your business and the services you offer.

You can upload your video podcast on a variety of websites, many of which are newly created in response to the wave of video advertising and marketing that is currently taking place. Some websites are free to upload on and others require payment. YouTube, iTunes, and blip.tv are three popular websites where video podcasts are uploaded, viewed, and shared every day. And if your podcast has real commercial value, you can also charge for access, live and/or recorded. In addition to uploading on one of these sites, you can promote your video podcast through your company’s website, related forums, or even something as simple as including a tagline in your email signature.

Video podcasts are on the rise and many companies, big and small, are employing this advertising mechanism and seeing good results. Video podcasts offer your potential customers the information that 30 second advertisements cannot. A consistent theme, frequented host website, effective promotion, and professional production and high quality (such as that offered here at CLAi) are the 4 basic ingredients to creating the perfect video podcast.