Many marketers resist using podcasts as a marketing tool, even though they can be an effective way to engage an audience. That's likely because creating a podcast seems much too complicated and difficult. But it needn't be, says Mack Collier in his MarketingProfs article "Ten Steps to Creating Your Own Podcast." You just need to know which bases to cover and then plan, research, test, and practice... till you get it right. The following are among the bits of useful advice he offers.

Understand what podcast listeners want. "Read what podcasting message boards, forums, and blogs have to say about the content and format of their favorite shows," says Collier. Then listen to highly rated podcasts and see whether you can add similar elements to your podcast. But Collier also suggests you also ask yourself, "What will your podcast give them that they can't find elsewhere?"

Determine your show format. Keeping your schedule predictable makes increasing your show's audience easier. So decide the length of your show and how often and when to publish episodes, Collier says. He also suggests you prepare a list of topics and a schedule of guests well ahead of time.

Figure out what equipment to use. "Consider how often you will be using your equipment and what your budget will be," Collier says. You should focus first on the microphone, which is the most important piece of equipment, he points out. The most expensive equipment isn't necessarily the best; and even if it is, it might be more than you need.

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