For content that is best delivered via audio or for buyers who prefer to listen to audio content, podcasting is obviously essential. For example, many politicians and churches podcast so that supporters can keep up with speeches and sermons when they can’t hear them live.
While the podcasting of music is perhaps an obvious choice given the medium's similarity to radio, all marketers can learn from what the music business and bands like Uncle Seth have been doing with podcasts. After all, who would believe that a business like that of student loans providers would benefit from a podcast?
He offers more examples here.
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