Here's a new white paper on podcasting, written by Rodney Rumford.

It's a great 20-page introduction to podcasting, and should be especially interesting to marketers.

Some of the interesting points from the report:

10 Benefits to Adding Podcasting to Your Marketing Mix

There are also additional benefits that may apply to your specific product, brand, service, or niche that may not be listed here.

1. An additional communication tool for your business.

2. Increased online visibility to your target market.

3. Increased internet visibility from the search engines.

4. Increased internet visibility & traffic from the RSS, Blog & podcasting directories.

5. Communication medium is more powerful than text. This means increased potential results for your marketing message.

6. ...

Podcasting Best Practices

1. Know your audience/target market.

2. Be organized in the messaging that is to be delivered

3. Have notes & an outline to keep the show on topic

4. Edit show appropriately for both content, quality and length

5. Deliver valuable, informative, engaging and entertaining content to your listeners that they can't get from any other media.

6. Ensure good quality audio by using proper recording hardware and software

7. Provide show notes for listeners to review content of the show before and while they listen to the podcast

8. ...

Corporate Podcasting

There are many valid reasons why corporation may want to embrace and leverage podcasting.

Corporations can set up internal or public facing podcasts. Corporations and businesses (both large and very small) have an opportunity to create a loyal listener audience.

Example 1: A consumer electronics manufacturer could do a regular podcast (possibly 2-4 times per month) that discusses the uses of the products that they sell, they could also let out information prior to a release of a new product to increase buzz around the upcoming product. They could also podcast from trade shows, interview consumers, industry experts, or design engineers, etc. This media format allows you to create a branding medium that extends far beyond traditional methods.

Example 2: Consultants could use podcasting to interview clients, convey success stories, interview other thought leaders, expose business trends, and become a trusted advisor and source of valuable information. This can produce additional clients, increased reputation within a specific community, and extend your valuable brand perception in both your customers and prospects eyes.

Example 3: In some instances, the marketing & distribution impact has been profound. "On the Media," a media analysis program produced by the New York public radio station WNYC, has been podcasting since January. They have picked up almost 40,000 new listeners a week, the equivalent of adding a major American city to their distribution.