Many online marketers have heard the buzz about podcasting, and it's only natural that they want to find out what it's all about and start their own podcast. What better way to promote your own product by producing the show? It does seem like a reasonable assumption, until the hosts experience burnout.

Hosting a podcast takes a lot of work. You have to think up show topics, interview people on their schedules and fit everything in so that it's completed on time. You have to assemble the show into something that sounds professional. To gain listenership, you need to promote and market the show. Finally, you have to release the show on time and consistently. The more often your show is produced, the tighter your schedule is.

Many business podcasters don't take all these into consideration. After a few episodes, they lack vision on the content and lose the desire to keep the show.

Does that mean businesses shouldn't use podcasts? Not at all. There are other ways you can leverage podcasts. The key is to take advantage of the large number of podcasts already out there and to view them as mini internet radio stations.

Advertising on podcasts. Podcasts come in a wide range of topics from learning new languages to business related. No matter who your target market it, you're more than likely to find a podcast that is already speaking to the people you are looking to reach. One great place to find podcasts is to visit iTunes or any podcast directory and do a search for the topic you are looking for. Contact the podcast host and ask them if you can advertise with them if they don't already have an advertising plan set up.

Be a guest. Some podcasts are very influential. To listeners, guests seem important and by virtue of association, you and your company is viewed in a positive light - assuming of course the interview is a positive one. By appearing as a guest on a show, you also get a much longer time to present your product. In addition, guests come across as experts in their field. So this is a great advantage to build recognition.

Be a contributor. Podcasters are always on the look out for good content to help them fill up the time. Contact a podcaster in your niche and offer to be a contributor to their show. Depending on how frequently they publish the show, let them know you'll send them over short 2-3 minute segments filled with great information. Advertise your product by mentioning your website URL in those segments. They would probably give you a chance since you help make their work easier, for free.

Though this means you will still need to produce your own segment and spend a little time doing so, it's nowhere near like doing your own show. Also, you can dig up your old articles or email newsletters and create audio versions of them. This helps you quickly generate segments.

Syndicate it. While you're already creating segments, why not distribute your segment to other interested podcasters. That way, you get more use out of your hard work and you reach a larger group of people.

Don't bother to create your own podcast for marketing, there's just too many other ways that don't cost you nearly as much time and money. Consider all the ways you can help other business owners with their existing podcasts. By being a guest host or contributor to these podcasts you will be building your own reputation and status for little or no money.

Lynette Chandler regularly helps small business owners creatively use technology in marketing. Get your free course on how you too can use technology to improve your marketing and productivity now.

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