Radio is proof that audio is a powerful medium and podcasting has brought that medium to great new levels. Podcasting delivers a message without interruptions and noise. Due to the convenience of podcasts, businesses can use them to develop their brand and build brand loyalty with their customers. In this video, Amanda Watlington of Searching for Profit speaks out about podcasts, the importance of optimizing them, and current trends with them.First of all, who should podcast? Anyone can, but that doesn’t mean everyone should. The primary groups of podcasters that dominate the directories are independent musicians and artists and technologists discussing the latest gadgets. Most recently the directories have been dominated by podcasts dealing with spirituality and prayer.In deciding whether to podcast or not, you need to ask yourself if the user will consider your content to be worthwhile and intriguing. Also, make sure you have enough supporting content that will produce an enduring audience. If your idea does not meet these standards, then you should probably reconsider the idea of a podcast.If you do meet the criteria and are ready to move forward, you definitely need to optimize your podcast. Amanda says that optimizing a podcast is actually quite simple and only contains 3 major elements:1.    Optimize audio file 2.    Optimize landing page 3.    Optimize RSS feedAfter that’s been done, distribute your podcast. It is not a hard process, but it does take time and dedication.