At my presentation to Podcast And New Media Expo I offered the concept that “Big Media” understands multiple vehicles and channels for monetization of their content. I suggested that the “real” power in New Media is in our ability to shoot that content down as many channels as is possible.

And I suggested that Podcasting is just “one” of the channels.

This meme continues: Tim Bourquin did something funky. He took the name “Podcasting” out and, next year, we’re all attending the “New Media Expo.”

Funny thing is, I think he came up with this before my presentation.

I chat about this move a bit in the latest episode of Podcast Tools. Tim liked the show enough that he commented at the site, and I quote, that I “nailed the reasoning behind why we dropped the name.”

Let me expand on this concept a bit with a case study from my own life.

AskPaulColligan.com – Teleseminar, Webcast, Podcast, Premium Podcast, Blog, Electronic Products, CD Series and more …

• Teleseminar/Webcast – Once every month or so I take a survey from my audience of top questions related to a topic of New Media and Internet Marketing. In exchange for the submission of a question, I answer the top ten questions at a live, free webcast (done over the phone). For those who care about the tech behind that element, I use Rick’s product at PhoneandWebcast.com to do the live event.
• 3 Podcasts – These questions are chopped up into short segments that come out via not one, but THREE different Podcasts – Ask Paul Colligan (free and at iTunes), Ask Paul Colligan Gold (free, but I get a name and email address for it) and Ask Paul Colligan Direct (the Premium (for pay) Podcast that I’m publishing live at the Webinar later today). Yup, that’s right, 3 Podcasts from content taken from the Webcast listed above. Tech used here – PremiumCast.com.
• Blog – Here’s a sample entry from the Ask Paul Colligan Blog. These pages use a very simple “click to play” interface and is optimized for the search engines and are bringing me traffic from people looking for answers to these questions. And yes, you bet I hopefully bring these search engine visitors into my marketing funnel. Tech used for the search engine optimized Blog – MyWordPressSecret.com.
• Electronic Products – What, downloads that don’t have the word “Podcast” associated with them? You bet. And I’m putting them all over the place. Here’s an episode (where I answer Podcasting questions ironically enough) at my eMedia Marketplace system. But, the 2.0 Web is all about syndication my friends. That content is available at 1,000+ other sites that pull from the same database including the Talking Book Store (no, I have no idea who runs it but they sell my stuff so you bet they get a link) and Audio Books Corner (nope, don’t know who they are either – but same thing). One thing people don’t know about Premiumcast.com is that it doesn’t just sell Podcasts – it sells individual electronic products as well. Here’s the first episode of Ask Paul Colligan for sale at Premiumcast (as a direct digital download, not a Podcast).
• CD Series – The favorite take home for many people at my presentations at PNME was the company Kunaki.com, who will print your CDs or DVDs in gorgeous 4-color for $1.60 a unit. Yes, you read that right. Once the initial 6-part series of AskPaulColligan.com is done, I’ll have a very handsome 6 CD set for sale.

To recap, the content was originally a teleseminar (one channel), shot down a webcast (another), transferred to a Podcast (another), a Blog (another), some emedia options(another) and finally the old fashioned cd (yet another).

There has been talk of making some slides and doing a video series as well. I also might make an ebook of the content.

If Tim were to do an event for me, he’d have to call it the “Teleseminar and Webinar and Podcast and eMedia and CD and New Media Expo.”

Now we know why he changed the name.

Here’s my suggestion – actually two of them:

1 – If your content is good, shoot it down as many channels as possible. That’s where the money is.

2 – If your content isn’t good, make it good (and then see #1). That’s where the money is.

Stop thinking Podcasting, start thinking the Podcast channel.

Last updated by Paul Colligan at October 11, 2007.