Other responders are saying similar stuff, as to what is your market to message match.
It's a pointless exercise podcasting to deaf people about deafness, just as much as you as the business owner has to know what is your bandwidth is, to deal with the many channels of marketing that is on offer today.
If you are the director,talent, producer, editor, etc you can bang out a podcast without too many bells and whistles quickly without a lot of expense. You can also fire up a Google hangout and have a marketing video posted and ranking in a few minutes ( not counting any presentation setup)
If you have cash to play with you can just come up with the content and just hand it off to a team to format it and test what does well and do more of what is working.
Video is the format that is most discussed. In fact, the following link provides a perspective as the importance of video in your content strategy:
Video. People like visual things. In my blog post on social media outlook for 2013 (http://giselleaguiar.com/socialmedia/blog/social-media-outlook-for-2013-top-10-trends/) one of the trends is more visual media like video and infographcs. With video, you can pin it to Pinterest which gives it more visibility and SEO. Keep videos under 3 minutes. Always write a summary of what's in the video when you upload it to YouTube or use it in a blog.
Podcasts are better for longer content.
Personally, I would suggest that you focus on both so that you can capture a wider audience. However, this decision will most certainly depend more on your clients/website visitors. Use your website analytics to determine the one that performs better and then focus more of your resources on that.
I agree that it can depend on your content, as content is certainly important, but even more important is WHAT you do with the video or podcast! Because of the amazing things that can be done with video, it is an very easy choice. Simply put, no other marketing can bring in more traffic, faster then video marketing!
Posting videos on YouTube is only the beginning... you can brand your YouTube channel, optimize your channel and your videos to quickly rank high on searches, and since Google owns YouTube you will also get Google love in rankings. Put some calls to action in your videos, link your channel and videos to your website, mobile website, Facebbook, or where ever you want highly targeted traffic directed. Did I mention it is fast, you can get page one rankings in hours if done right.
With all the power of videos... any reason you wouldn't want to focus on them?
one of the issues that businesses face today is invisibility. There is a deluge of information that tends to numb the senses of your audience. To be effective you must position you and your business everywhere and all the time. I use video, podcasts, blogs, articles and social networks as well as bookmarking sites and directories. Managing all of this can be challenging and as someone who once managed over 500 blogs I know.
The video vs Podcast argument is a distraction. A better question would be
"How do I systemise reaching the greatest number of clients, customers or prospects, in a format that they wish to receive that information, so I clearly communicate with them, in just such a way that they get to know like and trust me"?
People not only receive and filter information ( marketing) using different sensory systems, they also hang out in different locations. Think blogs, article sites, directories, video sites, podcast sites, social networks such as Linked In, Facebook, Google+, and Twitter etc. This means that the most effective marketing is found in all of these locations and in each of the primary sensory systems people use. ie, visual and auditory. You should also consider where they may be accessing your marketing. Is it in the office on a PC or at the park with kids on an iphone or an ipad. So your marketing needs to not only be in the correct language and correct location it must also be accessible on the right platform.
there is a second question that comes after this first one...
"What follow up systems do I need to deepen the relationship with them, capture their contact details and that will lead to continuous business with them"?
In both of these questions the key word is systems...
Without systems your marketing will always be a full time job and one that will not be done as well as it could be.
You can contact me directly and I'm more than happy to talk you through the strategy I'm using. I'm not quite ready to launch yet which is why there are no links.
Video is definitely making a HUGE impact these days and is certainly on the rise, but podcasting isn't necessarily on the decline...so it's not to be discounted. I believe that video is getting enormous and is only going to continue to increase as an impactful way to reach your audience, however, I also believe it depends greatly on your content and WHERE YOUR AUDIENCE SPENDS THEIR TIME! <- very important! Don't bother doing video if your people are much more inclined to listen to podcasts. This would be where knowing your ideal target audience keenly comes in handy. Hope this helps!
According to Dr. James McQuivey of Forrester Research, a one-minute video is worth 1.8 million words.
Here are some links:
I think it depends on what your content is.
For example, recently I heard about a show called American Ninja Warrior and found my way on to their site (http://www.g4tv.com/ninjawarrior/), which contains a lot of videos. Watching the videos helped me gain interest in the show by seeing how crazy some of the stuff they did was. I don't think this would be as effective without actually seeing some of the stuff they do.
On the other hand, sometimes I listen to podcasts where comedians tell jokes, interview people, etc. In this case, I'd much rather listen to a podcast than watch a video of this. A video requires the full attention of my computer and won't even let me walk around the room I'm in. With podcasts, I can multitask. Podcasts also give me the flexibility to listen while in my car or working out, making it more likely I'll listen.