> See: 2008 Custom Media Preview:
The Year of Mediacasting

As we discussed in the accompanying post, The Year of Mediacasting, the goal of most corporate and association marketers should be to use digital and online content to generate actions and build loyalty. The goal is rarely about converting page views into advertising revenue. Your content doesn’t need to be on your website — it needs to be in the hands, and ears, and eyes, and heads of your members or customers. Here are ways to “cast” your content in the ways your customers and members already want to “catch” it.

1. Podcasting: Perhaps one of the best known of the new casting models, podcasting is simply the idea of distributing MP3 (audio) files in a way that listeners can subscribe to and “catch” them when you distribute a new one. There are lots of options on how to distribute such content, but iTunes, email or attaching a file to a blog post can provide most everyone in your audience a way to receive such content in the way they choose. Links: Our favorite Podcast tool, and What is Podcasting? by Make Magazine’s Phillip Torrone.

2. Videocasting: Sometimes, called video podcasting, the idea is the same. A video file can be distributed through various channels (email, iTunes, attaching to blog posts, posting on video hosting services or social networking sites) so that your audience can receive them when you release them, not just when they land on your website.

3. IMcasting: Do you have customers, members, students, fans, employees who communicate via instant messaging? A simple way to cast to these in your audience is through the microblogging service Twitter. Link: Twitter.com FAQ: How to Twitter via IM (scroll down).

4. SMScasting: What about those in your audience who communicate primarily via text messaging? Services like Twitter allow your customers and members to following you via text messaging as well as IM. Link: Twitter.com FAQ: How to Twitter via SMS (text-messaging) (scroll down).

5. PDFcasting: Did you know you could distribute a PDF or digital magazine via iTunes or RSS feed? Well, you do now. No longer do you have to limit your audience to subscribing to a digital publication via email or, worse, coming to your site to download it. The idea also works for PowerPoint presentations or Excel documents. Simply enclose (attach) a document with anything that generates an RSS feed (a blog post, for example) and you can start document-casting immediately.

6. Photocasting: Like with audio or video podcasting, you now have several ways to distribute photography in a way that fits into how your customers and members are experiencing photography online. And by photography, we mean any form of visual content that your customers or members may enjoy — or find important — to receive from you. Link: Share Business Images by Photocasting (Apple.com)

7. Screensaver-casting: While the idea has been around for a long time — some of the earliest forms of push media used the concept — we’re testing some early versions of such tools, including FlickrFan (now, Mac only) that distribute content in ways that will make it easy for members, customers or employees to view ever-changing content (headlines, photography, web links) while their computer monitor or Internet-connected HDTV is in a rest mode. Link: FlickrFan Turns Any Photostream Into a Mac Screen Saver

8. Linkcasting: One of those easy-to-overlook content ideas is the low-effort, high-reward service you provide when you share current links to content on the web that your audience will find engaging. In addition to emailing links, take advantage of the wide array of ways to feed links to your customer or member’s desktop. Link: Here’s a “feed” of links we maintain related to media industry news.