Podcasting Roundabout (Citing Adam K)

My pal Adam Kreitman sent me (and everyone else on his list) a great email today that compared the current frenzy over podcasting to the California Gold Rush.

Here’s some of what Adam wrote: “There were a few lucky folks who struck it rich mining for gold. However, the people who really made money during the Gold Rush were the ones selling stuff – tools, clothes, food – that supported the miners. Same thing is happening in podcasting right now. There are plenty o’ producers, editors, software folks, etc. making money off of podcasting. But not so many podcasters are.”

That is some big truth, Adam.

The thing that prompted Adam’s email was a meeting he and I recently attended. A bunch of business people were talking about podcasting. Lots of big ideas were flying around the room about how to help some people make their podcasts more popular.

The podcasters were pondering whether to invest in social media or email marketing or paid search or other channels…

…which was all for the purpose of growing their podcast audience…

…which seemed to be for the purpose of growing their business.

From where I was sitting, it seemed kind of roundabout.

So I suggested a more direct path to business growth: Maybe you could use social media or email marketing or paid search or other channels to drive people directly to your business. Maybe you can skip that podcasting step.

That’s when one of the podcasters admitted his truth. He podcasts because he likes to podcast. It’s fun. He meets interesting people. He learns a lot.

Those are valid reasons to podcast, and I told him so.

But that’s different than podcasting to grow your business.

I’m not here to tell you not to launch a podcast.

I’m here to encourage you simply to know why you launch a podcast.

For some, podcasting may be a fun adventure on the side (amen to that).

For some, podcasting may be a viable strategy to grow a business (one person at that meeting seemed to be on that track).

But if you’re doing it to grow your business, remember: Podcasting ain’t easy. And it’s far from certain.

If you’re spending a bunch of time and money on tools and tactics just to implement a podcast intended to grow your business, maybe you can find a less roundabout path to growth.