The podcast is quickly becoming one of the leading tools for persuasive marketing. It has a unique pull for the audience because it successfully differentiates itself from marketing and advertising messages.

Podcasts are also useful for personal branding and influencer marketing. The ease of access and platform familiarity also capture more engaged users. Anyone interested in starting a podcast, personally or for business, should consider these basics:

• Be original – separate your voice from the noise
• Choose a niche – Content and topic specificity will help you find your core audience
• Think branding – Though it is (mainly) audio, you should invest brain power in creating your brand or channel
• Co-host – Consider having a co-host or guests on your show
• Don’t overthink your debut – The world will not hear you on Day One, so listen to yourself and polish as you go.

(Digital/Business Digest is a continuing series provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)