New fav word is “Monetizing”, pilot launch, goals and content as King (or Queen)

I have a new favorite word. Monetizing! This is not only for CM Creative specifically, but also for how you as my client can monetize podcasts for your own business. Monetize literally means: verb [trans.] convert into or express in the form of money.

Now I didn’t really know the exact definition when I heard the word, nor is it new, but I got what it meant and how it related to podcasting faster than I could click the “subscribe in iTunes” button where I stumbled across it.

Who, what and where was this being discussed? Well I was doing more research on what and who was generating income from podcasts and I did a general Google scan. This guy, Paul Colligan, came up near the top. He has written a book on profitable podcasting and seems to be in high demand. I’m scouring his podcasts (and related linked ones) to find out what he has done and what he has learned by being on the pulse of monetizing podcasting and marketing on the net in general.

On a related side note, an old adage that has again come to the fore is that above everything thing else you have to go out and do it. The Nike “Just do it” slogan is right on the mark. It rings true in so many ways.

In filmmaking circles you have two camps. One is go to film school, learn the theory and some student hands on filmmaking. Graduate, work as crew and look and learn while making some short films, build your reel to the point where someone trusts you to make a feature and then you’re in the big show. Or two, just go and do it and you will learn everything in that crazy experience. Most of the people who have made it through to the big show will tell you to do number two.

The other thing I have learned is that we’re on the right track. CM Creative’s approach with the use of video podcasting and Internet based communication is in line with the popular methodologies and business models. Now some of these models are being created as we download but this is the time to be on that leading edge, especially from a cost ratio versus traditional marketing models.

In these models something unique is coming up. As the creator, can micro-target your advertising from existing data to a captive and receptive audience (control). As the end user (audience) you can not only time shift the media to your schedule (control) but you choose what content you want sent to you (control).

Control.

Internet use is about control. Where we want to go and who tries to get us to go there.

With podcasting we choose to subscribe to content that interests us. I think that most Internet users will accept some product placement of built in advertising because we know that things cost money. YouTube was so huge because it was free. Probably the more popular sites out there are ad free or minimal. But it is the content that we seek.

Content. Pause for a moment and say that word again.

Content.

Content is King, or Queen or non-gender specific grand ruling diety as your PC terminology applies. No matter the technology tool, like and iPod, Zune, CD, Slingbox, Mac or PC, unless the content you are delivering is good no one will watch.

You may get some great initial hit numbers to start off that tie in with some crafty marketing and related networking but unless you are generating interesting content that your audience wants to watch consistently, you will fade.

Paul talks about this on one of his related podcasts called Marketing Online . It’s a simple and very old concept of knowing your audience.

Now that’s two direct links to Paul’s business so that has to mean something. I think Apple only got that type of coverage from me before.

Not only do you have to know your audience, but they will also tell you what they want to see and hear. That is another unique facet about marketing via podcasts. You get, no rather you already have an existing audience. You steer them to your new video podcast through your traditional routes and also setup a feedback forum. And guess what? You actually talk to them. They are the best resource for content not because someone else is making assumptions or extrapolations about who they might be or want, they actually are them!

Now there is a great deal to read, listen, watch and do in regards to figuring out what works for you in regards to use podcasting to, and here’s that lovely word, monetize your business so you leave that to us. That’s our specialty. We understand the medium and will make monetization happen for you.

If you read on this long we do have some exciting news. We have delivered as promised and finished our first pilot vid-cast episode. We will upload it early this week and have it available for download, viewing and however you plan on consuming it. Check back soon for links. Of course we’d love to hear you feedback and requests for sponsorship or other vid-cast productions.

I know this is just that beginning. There is lots more in the stable.

Just did it.

CM
www.cmcreative.ca