We've never attempted to seriously monetize our podcast (although we've tried a few experiments) The JaK Attack!, but we've long recognized its value. The true value of our podcast is that it generates interest and exposure for Kelly and I. From that stems writing and speaking opportunities. The podcast is essentially just a marketing tool to market our true product: ourselves.
It looks like we're not alone.
James Clark, a partner at Room 214 Inc., a search-engine marketing firm based in Denver, said podcasting is used most effectively as a "marketing tool" to drive sales to other products as opposed to a revenue.
As an example, Clark cites a weekly podcast sponsored by Alltel, which features commentary about the NASCAR 2006 season from members of an Alltel-sponsored race car team.
Alltel doesn't make money from the podcasts, but the shows provide good exposure and brand recognition for the Little Rock, Ark.-based telecommunications company, Clark said.
Exactly!
I'm not saying that this model is right for everyone. It's possible that you may be able to monetize your podcast directly, but in a business sense it might make more sense to use the podcast to monetize other areas of your business.
