Podcasting is taking the Web by storm, and shows no signs of abating anytime soon. And why should it? It is a marvelous way to keep in contact with customers, prospects and business associates on a regular, unfettered way, and because you are so very much in control of the whole process, you are able to customize and shape your content any way you wish. However, for many of us, the term itself is foreign, so let's take a basic look at just what podcasting is and how it can benefit you in your business.

Podcasts are simply audio files that are sent directly to your computer or other internet device, which can also be downloaded to your iPod (hence the similarity in name; it's no accident!) The best thing about Podcasting is that it makes it extremely easy to create and distribute your content across the web. Podcasters (one who creates podcasts) are in no way limited by the FCC or any other traditional broadcast regulations, at least so far.

A useful way to think of podcasting is to think of it as RSS feeds for your audio or video files. This series of digital media files, which can be either audio or video, is released at your discretion (remember, you're in control of this) and syndicated throughout the Web. Readers, or rather listeners or viewers, can subscribe your podcasts, and have them sent to them whenever there is new content that you want to share. They are delivered through special client software called podcatchers (examples here would include iTunes, Zune, Juice or Winamp).

If you're a true purist you can create a podcast using little more than your favorite text editor. However, for the sake of time, and quality, you may want to use some of the applications and services out there that can help you render your podcasts XML feed. This will save you time and headache in the long run, and this is something you definitely want to get right before you start trying to send it out there.

One thing you'll want to do is a bit of podcast optimization. Make sure you pay special attention to the title, description and keyword tags, as these will go a long way in determining how far and wide your feed will spread. Indeed, these are the fields that iTunes indexes for search, and makes it more likely your podcast can be found in a keyword search. This is really no different than any other piece of Web content.

Podcasting is a great tool for gaining new subscribers and followers. You can publish (podcast) radio shows, that you followers and prospects can subscribe to, and thereby help you in gaining authority in your chosen business or endeavor. They can be used for practically any purpose. Churches are making use podcasts to allow those who may not be able to attend to partake.

Whatever your intent, using this format will give you a new channel of communication with your audience.