Is Posting Content as a Podcast Starting as a Disadvantage?

We have a lot of smart people at Aptima. That’s one of the reasons I wanted to start the CogBlog. However, we have some individuals—okay, I’m talking specifically about President and Founder Daniel Serfaty here—who write well but really shine through the spoken word. Thinking of an older post by Jeremiah, I pitched the idea of having Daniel participate via audio or video blogging.

I got some good feedback… some I didn’t expect.

Just to clarify… I’m in my 20s (okay, 28). I have the most ridiculous commute… 70 miles each way. I have an iPod. And I have a desire to constantly learn. For all of these reasons, podcasts are a dream come true.

The feedback that I received was… but what if people don’t have an iPod? This is a different type of audience we’re going for. I started thinking… maybe this is a tribute to Apple, but think of how much of a royal pain in the ass it would be to subscribe to a podcast without iTunes and the iPod. Yuck.

Not only that, but unless you have a minion to transcribe your podcasts, you’re going to lose out on a LOT of Google Juice. Sure you can toss up some show notes, but key concepts will not be archived as well as they could be.

So, I guess it must really depend on your audience. I’m not sure how to measure this from your Analytics or anything, but I figured it was worth mentioning. Just because I have the time to listen to Brian and his Edgework feed religiously doesn’t mean others do.

So, for now I think we’re sticking with text until I can look into this further.


  1. On February 23rd, 2007 at 2:14 pm Matthew Anderson said:

    Yes, it all depends on the audience. However, given the technology focus at Aptima, I’m sure you’d get a good response. We just launched our first tech podcast at Centeris this month. It’s cheesy, geeky and sounds somewhat scripted; however, it has already surpassed white papers in the stats. Feel free to have a listen for comparison >

    If you’ve got smart, well-spoken people in the company who are willing to record I say go for it. If it doesn’t work, you can always stop offering them. I’m sure a lot of people would appreciate the spoken word.

    As for the Google Juice issue, I think you had it. Post the podcast with a synopsis and 2-3 choice quotes from the podcast and that should help out. Keep in mind that if you do it right, the traffic will help boost the ranking as well and might even outweigh the more text-heavy pages.

    Good luck, and keep us posted – I’m one person who will download the first episode.

  2. On February 23rd, 2007 at 2:54 pm Adam Darowski said:

    Keep in mind that if you do it right, the traffic will help boost the ranking as well and might even outweigh the more text-heavy pages.

    That’s a great point, Matthew. Adding quotes to the synopsis sounds like a good idea, too. I’ll keep you posted… and I’ll check your first episode out shortly!

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