- Add contact and identifying info to the MP3's meta data.
- Add the date to the title so the podcasts would sort properly.
- Put in artwork for visual reference (and brand re-enforcement) and add an opener so we know who we're listening to and what they're talking about at the beginning of the podcast -- not at the end.
And after two weeks -- the podcasts are now dated. !?!?
Just doing the barest minimum doesn't help -- and this isn't really the barest minimum. So we'll start the clock and see how long it takes to make these MP3s useful to podcast listeners (who have different needs than radio listeners).
So why does this matter? Well, there are lessons to be learned here for any business with an online component (even those not considering podcasts). And a key one is credibility. Piedmont Communications (who own WJMA), addressing current and future advertisers in their blog said:
Using the web to market your business and sell your product can unquestionably be very effective…. Good web design and maintenance are pricey….we should know. We just completed a relaunch of the WJMA FM website. Once you’ve spent the money to gussy up your site, you’ve got to drive traffic to it in order for it to do you any good.I totally agree. They got the concept.
We feel like in our market, and with our listeners, we’ve got the franchise on emotive, engaging advertising that will make people want to visit your website, leveraging your ad dollars and web investment to create sales for you.
But if I were a potential advertiser, I'd be looking at what Piedmont Communications is doing to drive traffic to their own website. It's the most effective way they can show their Interwebtube expertise -- and provide some hard numbers to their clients.
As Mark Ramsey said in a recent Hear 2.0 post:
The digital elements in [a station's] portfolio are not "non-traditional revenue," they are "new traditional revenue."... Every broadcaster should be restructuring from the ground up around digital opportunities, not simply tacking on digital strategies like so many strips of duct tape.How well has WJMA incorporated the digital tools of their "gussied up" website into their product? Well, it took them 344 days to go from a placeholder to a functioning website again. Let's see how long it takes to bring their podcasts (which is just one part of their digital initiative) up to current practice. This is day one.