From White Paper to Podcast, New Research Shows Interest
July 10th, 2006, by Michael StelznerA new survey of 3,900 business and IT experts showed that many folks think white papers repurposed as podcasts would be valuable. The study sponsors are KnowledgeStorm and Universal McCann.
The study found that nearly 2 in 3 people felt, “information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts.” And, fifty-five percent of respondents indicated they would be more likely to consume white papers and analyst reports if they were delivered as podcasts.
While I do not think podcasts will take the place of white papers, I do see the value in cross-applying white paper content into new mediums, such as podcasts. As more consumers rely on iPods, they will be consuming audio-content in their cars, on airplanes and in other areas that would be advantageous for marketers.
Matt Lohman, director of market research, KnowledgeStorm said, “This is one of the first surveys focused specifically on the B2B audience and it clearly shows that podcasts, blogs and other new media types are viable mediums for reaching B2B technology buyers.”
More information: Press Release, Analyst Report.
As an addendum, Dana Gardner of ZDNet had this to say:
Oh, and by the way, as someone who has written a lot of white papers and analyst reports, I can assure you that not only would these content types be easier to digest as podcasts and associated transcripts, they are much more powerfully created as verbal encounters, too. The right podcast with the right knowledgeable person who is in the trenches of IT is worth its weight in gold; it’s from the horse’s mouth, it’s believable, it’s community to community, and it’s on a human Web scale. That’s not always discernible when reading some white papers and analysts reports.
If you're new here, be sure to signup for my newsletter and join 20,000 others. Thanks for visiting!
Receive email updates when new articles are posted.>> Related Articles on This Blog
July 11th, 2006 at 6:08 am
Michael,
Thank you for your comments on our recent survey.
Excellent point regarding podcasts as an alternative delivery format. We are already seeing a number of technology marketers embracing podcasting as a way to extend the reach of their white papers. In addition, delivering white papers as podcasts also creates the opportunity to incorporate other elements such as sound bytes from recent webcasts or commentary from third parties. Since the content already exists, production is quick and inexpensive.
On another note, congratulations on your new blog. I look forward to reading it regularly. You’ll be interested to know that blogs and RSS are next up in the August edition of our Emerging Media Survey Series. We look forward to sharing the results with you.
Best,
Matt Lohman
July 11th, 2006 at 9:17 pm
Sounds like fun Matt! Good to hear from you. Does KnowledgeStorm offer a podcasting alternative to advertisers?
Mike
July 12th, 2006 at 2:23 pm
Yes Michael,
We just recently added podcasts as a supported content type across the KnowledgeStorm Network of websites. In fact, we also offer production services to convert white papers, case studies and other collateral into professional podcasts.
Best,
Matt
June 22nd, 2007 at 2:29 pm
I’m thinking of getting into the service of helping convert white papers to podcasts — do you need folks to do this?
R
June 22nd, 2007 at 2:33 pm
Hi Ralph - Perhaps… - Mike
October 12th, 2007 at 8:16 pm
You know it’s important to remember that the term “podcast” does not only refer to audio. In fact, some of the most effective podcasts I know of are video. They can be played in a variety of formats (not just ipods) They deliver the latest and greatest of technology for us geeks out there that would rather see it than just read about it! And by the way…. The shorter the better! Just like white papers! Many people use too much prose to their demise rather than short effective prose to their “closing the deal”
February 13th, 2008 at 9:19 am
Yes, Jim you are talking about same kind of video I have seen. They really do exist, but are rare…