Every company needs fresh content that helps salespeople sell and prospects buy. The marketing machine is a huge gobbler of content; it is never satisfied, always needy, never complete. There are hundreds of time consuming and expensive ways to create content that is often short-lived and of dubious value. Unless you chose podcasting as one of your sources of content. An individual podcast can be used in dozens of ways to address the needs of both salespeople and prospects and the cost is pennies per listener.