One Internet advertising technique that’s assisting companies in the hunt for customers is the podcast. A podcast is a collection of digital audio or video files distributed over the Internet; marketers use podcasts to publish custom content, thought leadership pieces, and other long-form communications. Since emails are often ignored, podcasts have become the next-generation customer newsletter — a way to present engaging content without making a direct sales pitch. Experts say podcasting is particularly useful for businesses with a long sales cycle as a way to maintain contact between sales. Also, purveyors of an intellectual product, such as advice, can use podcasts as a demonstration vehicle.

It’s difficult to effectively utilize this online advertising format, however, without understanding the strategies involved. To open the doors of communication and draw customers to your business, consider these tips from Mequoda Group editor and publisher Amanda MacArthur (mequoda.com):

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• Separate and define your content. Give each podcast its own Web page. It can also be helpful to provide a transcript, or at least a sample, including as many of your keywords as possible. Be sure to make it easy for customers to access your other podcasts.

• Think about your schedule. Many successful podcast publishers distribute at least once a week, but this formula doesn’t work for everyone. “If you’re The New York Times,” says MacArthur, “it makes sense to distribute a daily podcast with today’s top headlines. However it’s certainly not necessary for the rest of us.”

• Be creative. Podcasts work best when they deliver value individually. Do interviews, Q&As, or video tutorials. Or take a tip from the Culinary Media Network (CMN) and include content that’s a little unorthodox. CMN podcasters Mark Tafoya and Jennifer Iannolo did a successful series called “Tequila Confessions,” in which they found people who drink tequila at bars and introduced them to fine tequila.

• Know your sites. A podcast is worthless if it never gets found. Use iTunes to start, but also consider working with sites like Facebook and Bebo to build a community. You can use Twitterfeed.com to let people know when you update, and even change your display name on certain sites like Amazon to include the URL of your podcast.

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