Despite the increasing prevalence of online video content in the B2B market, people are still podcasting.
To find out more about the whys and what-fors I interviewed Gini Dietrich, CEO of Arment Dietrich, an outstanding online communicator, PR-expert and blogger at SpinSucks.com (the Fight Against Destructive Spin). She also recently joined the mic alongside Joseph Thornley and Martin Waxman for InsidePR, a brilliant North American podcast, that takes up industry issues related to PR and communications once a week.
Jon: As a business owner yourself why are you so involved in podcasting?
Gini: I began podcasting for two reasons:
a) My philosophy is that we never recommend something to a client we havenâ€™t tried ourselves, and have seen some success and return-on-investment. We have a lot of clients who want to provide rich content to their customers and prospects, but have no patience or skill when it comes to writing. Itâ€™s important that I understand how podcasting works in that realm in order to best advise them. I also have a need to understand the technical pieces of everything we do so I can explain it to another business owner in a meeting.
b) My podcast co-hosts are two of my favorite Canadians and weâ€™ve been trying to find a reason for a couple of years to work together. The InsidePR opportunity arose, they needed a U.S. contingent, and it took off. I really love it because it allows us to create markets internationally that, as boutique firms, have never had access to before.
Jon: In the last year or so the rush has been to video. After all, YouTube is the second biggest search engine on the planet. So why should businesses persist with podcasting, especially given that fewer people subscribe to podcasts than watch online video? (i.e. the Is Podcasting Dead-question!).