A podcast is a series of audio or video files that can be distributed and downloaded over the Internet by syndicated download through feeds to portable media players. The term was coined by mashing together the words 'pod' and 'cast' derived from 'íPod' and 'broadcast'.

The most effective podcasts are those that offer information in a concise and clear manner. Structuring a podcast as an educational, or 'how-to' podcast goes a long way in winning the trust and interest of users since they recognize the podcast as something that offers value and not just marketing. From the perspective of a user, a podcast that gives them something to learn is of greater value than something that is merely asking them to buy a product.

The beauty of a podcast is that unlike other digital media formats offering the same content, it can be subscribed to, syndicated and downloaded automatically when new content is added. Apart from downloading content from a podcast, creating content is a simplified process as well.

Recording your podcast digitally and uploading to it your blog, website or linking it to your social network is simple because podcasts work well in tandem with other social media tools. The real challenge lies in making your podcasts interesting and in tune with social media optimization. The number of Internet users who loyally subscribe to podcasts is growing daily. You can carry your podcasts everywhere by the means of a media player.

Most significantly however, podcasts help to personify brands and make identification with the brand easier for the customer. Information can be distributed in many tones of voice, making the real message of your brand and product unmistakable and unfailingly attractive.