When my client, a Boston cosmetic dentist, asked me to produce podcasts promoting her dental practice, I said sure. I'm always game to learn new things. Although I was vaguely aware of podcasts, I really had no idea how they were put together or why a company would use them.

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Dianna Huff is a B2B marketing communications consultant and copywriting expert. You can subscribe to her e-newsletter, The MarCom Writer, at the DH Communications website.