Podcasting is a relatively simple technology that is being taken quite seriously by some Fortune 500 companies. All you really need to get started is a decent microphone, a digital recorder or recording software and simple audio editing software.

Podcasts allow you to make the most of your inner impresario, plus, your show and the subscriber audience it may lure can give you an edge over competitors.

“Podcasting is still unique enough in many industries that it can allow you to stand out a bit,” says John Jantsch, a Kansas city, Mo., Marketing coach and author of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide (Thomas Nelson).

“Podcasting makes a ton of sense for many small businesses for several reasons,” says Jantsch. “A voice, rather than simple words on a paper can convey emotion and personality. It’s much easier to connect to that.”

Jantsch offers this tip for the podcaster trying to bring attention to his business: “Invite a key strategic partner to be a guest on the podcast and you’re likely to get the attention of high-level experts, authors and even prospects.”