Audio programs come in a number of different flavours:

• Teleconferences – a telephone call where there is usually a presenter and many listeners who can also contribute to the conversation.
• Teleseminars – essentially a telephone conference where only the presenter talks and questions are sent in before the call.
• Podcasting – a live or on-demand audio session accessed via the web.
• Online Radio – like traditional radio except the station is accessed online.

Generally they all essentially follow the same steps and have the same benefits. The concept of audio programs are generally that of an on-demand audio program that individuals or businesses record and post to their website, podcasting tools such as iTunes or package into products.

For a business the benefits of developing an audio program includes:

• gaining credibility as an expert in your field
• low cost advertising of your products and services
• building a broader customer and partner network
• reaching audiences with different preferences for consuming knowledge.

The last point is quite important – if you already have an eBook or you have articles on your website for your customers then why add another delivery method? Liken it to ice-cream: not everyone likes chocolate or strawberry or double-choc cappuccino. Likewise not everyone has the time or inclination to read an eBook or an article. By recording this material as an audio program you make it easier for your (potential) customers to hear what you have to say.

Step One – Before you start

Before you start recording and editing your podcast, you need to do some preparation work.

1. Define your goals – like every new undertaking in your business you need to define what you want to achieve from it. Do you want to charge customers for a regular series of podcasts to increase your revenue? Do you want to build a larger base of customers? Do you want to increase your perception as an expert? Or do you simply want to provide value-add to your existing customers? The answers to these questions will help you define which technologies, tools and delivery model you use.
2. Define how often you will broadcast – for example determine whether you want to simply create a couple of audio sessions of existing written material or whether you want to develop a series of audio sessions focussing on a new topic each month.
3. Develop a list of audio program topics and set dates – once you have defined how often you will broadcast, you need to develop a list of topics. Then assign them to your calendar, add the schedule to your website and send your customers an email letting them know where and when you will be running your audio programs.

Once you have defined your goals, topics and schedule it's time to obtain the technology to record, edit and publish your audio programs.

Step Two – Recording

Usually audio programs like teleconferences, teleseminars and podcasts are conducted over the phone but they can also be recorded in-person or via a podcast radio website.

• For telephone recording – you have two options: obtain a telephone recording device (this is attached to your phone) from an electronics store; or setup a professional teleconferencing service. Most teleconferencing providers offer the ability to record a conversation and have the recording sent to you – try Greymouse Teleconferencing or Hot Air Conferencing in Australia for on-demand, recorded services.
• For in-person recording – you'll need a digital recording device which can find from most of the electronics stores and major computer stores in Australia.
• Podcast radio websites – these are more interactive than simply recording a podcast. On podcast radio websites you can essentially host your own talkback radio show with the program being recorded for people to listen to later. Try Blog Talk Radio or TalkShoe.

Step Three - Editing

This is sometimes the trickiest bit but some people don't worry about editing too much. You'll either need to ask someone to edit it for you or do it yourself. How much you edit really depends on factors such as your time, available funds, and the type of impression you want to make.

From a technology perspective, there are two great options for editing – Audacity, which is free, or Camtasia, which costs around $400.

Step Four – Transcribing

Although this is an optional step it is highly recommended. The idea would be to place a copy of the transcription below the podcast download on your website.

There are two reasons to transcribe your podcast:

• the audio program will be found more easily on the internet
• it will increase your website's search ranking: the words spoken in the audio program, and subsequently written in the transcription, act as 'keywords' for the search engines which will help increase your website ranking on the topic.

Step Five - Publishing

The final step is to publish your audio program. How you publish comes back to the goals you originally defined, however, there are a number of mechanisms:

• as a play-only or downloadable file on your website or blog
• as a play-only or downloadable file on someone else's website or blog
• to podcasting engines such as iTunes
• as a CD series packaged and sold to customers as a product (see Packaged Information Products section below).