ABSTRACT
A podcast is an audio and/or video program downloaded from the internet, either on-demand or automatically through subscription. Video podcasts sometimes are called vodcasts, though the term podcast applies to both. Podcasts can be an important part of content marketing. Podcasts are an inexpensive vehicle through which organizations can extend brand awareness and strengthen relationships. The organization's strategic mission and the needs of its audience should determine the style and length of a podcast. For example, many podcasts are timed for individuals who listen while commuting to and from work. Although most podcasts are conversational and informal, a successful podcast often begins with a well-written, well-edited script to ensure that the podcast delivers and supports a clear strategic message. Podcasts have the same strengths and weaknesses as the more traditional medium, radio. However, like radio, podcasts often reach people who are doing other things: driving, cooking, or exercising, for example.
