Should We Have a Podcast

yes the blacknight should. appealing to those who buy your service. a tech views show would be a starting point.

Here’s the thing: as a client of yours, I’d subscribe to your podcast for the same reasons I read your blogs and newsletters.
That doesn’t mean I’d like to listen to a 25 minute discussion about the relative merits of hard disk rev speeds versus RAM in linux blade servers – but I think you know that!
My recommendation? Start by sponsoring a podcast. I know you have generously done so in the past, but this time you should invest with a view to getting a measurable return. I’m thinking of GoDaddy’s podcast sponsorship strategy. But go a step further than theirs and take a leaf out Neville’s client’s book with the “Media Monitoring Moment”. Produce a short (keep it short!) informational podcast which can stand alone, or reach a wider audience by being included as sponsored content in another show. What’s cool about this is that if your “ad” is also good and useful “content” then everyone gains: especially the listener.
Whatever you do, make sure that there’s a call to action. A special offer code or some such to spark response and engagement.
Depending how this goes, you can spin up to a longer show of your own. You can still continue to sponsor other shows and use them to drive content to yours.