By Nathan Rudyk

Thought leadership benefits, community building, unexpected learning, and “unexpected voice recognition” are four compelling reasons to consider business podcasting.

While we have made several solid cases for business blogging recently, we’ve been remiss in sharing recent results on business podcasting. As the founder and co-host – with OCRI’s President and CEO, Jeffrey Dale – of the OCRIRadio.com business show that “podcasts Ottawa’s tech energy to the world”, here are some observations drawn after our just completed 2006/07 season.

1. Thought leadership benefits

A well-produced business podcast has the potential to create follow-on press in the mainstream and 2.0 media. Since we started OCRIRadio.com in 2005, the show has inspired 25 articles, broadcasts and blog posts in national and local outlets such as CTV, BNN, CBC Radio, CFRA Radio, National Capital Scan and the Ottawa Citizen, Gagglescape and Infectious Greed.

2. Community building

OCRIRadio.com also routinely sparks “follow-on” stories and seminars that help build our tech business community. A week after our Feb. 2007 podcast on Canada’s Clean Energy Capital, Ottawa Citizen columnist, Mark Sutcliffe, followed up with a story on the same topic, and in June the Globe and Mail came aboard to profile one of our guests. Our involvement in OCRIRadio.com has led to several speaking invitations and articles on our company. Also in the seminar world, our April bootstrapping podcast influenced a similar panel of entrepreneurs at the Ottawa E-business Cluster’s “Buddy, why should I give you a million?” seminar later that month, while our tech marketing myth podcast in May featuring Meriton Networks’ Marketing Director Gwen Avery was a great runway for her Zone5ive seminar the following week.

3. Unexpected learning

When you interview smart people for a podcast, be it businesspeople from your community, partners, customers or prospects, you can’t help but get smarter in often totally unexpected ways. I can definitely vouch for this phenomenon. This season Jeffrey and I interviewed Canada’s two most powerful venture capitalists, Ted Anderson from Ventures West and Andrew Waitman from Celtic House, as well as Ottawa tech legends Rod Bryden and Dr. Michael Caughey, plus Nortel CTO John Roese. Just click on the links to learn what we learned!

4. Unexpected voice recognition

Last week I was at one of the excellent Demo Camps organized by Ottawa Tech Guru Peter Childs and, while sharing a beer with some campers, a person at the table exclaimed, “That voice. You’re the voice! I subscribe to your podcast. Good to meet you!” That bit of voice recognition is fast leading to a new business relationship we hope to announce soon. How great is that?!

What I haven’t mentioned yet is a very obvious and direct benefit – that several hundred people all over the world – including a lunch-n-learn group that thanked us from Iqaluit, deep in Canada’s north – subscribe to OCRIRadio.com. When we start our third season in September we’ve got plans to build that audience with some mainstream media cross-promotion and more “on location” shows where we’ll gain access to more fine minds for our listeners. Stay tuned!

On a side-note, I blogged about market2world's 2.0 anniversary on the calendar date, but last week we formally celebrated our second year in business – and our new, doubled-in-size offices – with a happy cast of clients, partners, suppliers, supporters and family. It was a high-energy evening featuring fiery flamenco music, spicy Spanish food and great conversation. If you missed it, here’s our Flickr party site. It felt like an annual event to us. I hope you can join us next year!

(Nathan Rudyk is President and CEO of market2world communications inc., Canada's Web 2.0 tech product launch and public relations agency, and founder of Ottawa's OCRIRadio.com tech business podcast.)

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