Podcast power promotes white papers

I love this example from
Marketing Sherpa about how BearingPoint, the management consultants, used podcasts to promote their technical white papers.

Important points:
They kept the podcast short (six to eight minutes).
They developed an audio brand by using the same voice talent.

Results were amazing. Paul Dunay of BearingPoint had hoped that 10% of podcast listeners would respond to the white paper download offer. Instead, 30% did. This is a great use of the power of the human voice to capture the attention of the market.