Content marketing is a crucial component of a brand’s online presence. Blog posts, videos, infographics, case studies, whitepapers, and more are some of the popular marketing instruments. However, audio content marketing has emerged as a vital instrument that is gaining widespread audience engagement. According to Edison Research, roughly 80 million[i] of the US population are active podcast listeners. And this number is expected to grow in the future. This is why audio content is a perfect marketing instrument in your present and future content marketing strategy.
Audio content marketing is emerging from the shadows and becoming a pivotal strategy to engage the targeted audience. In this blog post, we will get into the nitty-gritty of how you can incorporate audio content in your marketing mix, starting with what it is.
What is Audio Content?
As the name suggests, audio content is that part of the marketing initiatives where the output is audio instead of other content forms like visual or text-based. Audio content marketing is nothing new, think about radio ads! But with emerging technologies like voice-enabled search, marketers are going a step further to keep up with the ever-evolving customer preferences.
People like to listen to audios while driving, jogging, or commuting to work. Therefore, audio advertising through podcasts or music streaming apps is at its prime. But it goes beyond podcasts and music streaming. Audiobooks and audio ads are some common types of audio content that you can incorporate into your content marketing strategy.
What is the Secret Sauce to Start With Audio Content Marketing?
Organizations are experimenting with audio content and accelerating their marketing efforts. There is no one-size-fits-all when it comes to marketing. So, the best strategy is to try different methods and see what works best for you and keep improvising it.
Here are 5 tips to help you get started with your audio content marketing –
1. Repurpose Your Existing Content
Utilizing existing content is the easiest and most useful strategy. Start with adding audio snippets to your existing blog posts, articles, press releases, etc. Doing this will likely increase the time a user spends on a page. Like many traditional magazines, you can also create audio versions of your content for visually impaired users. It will improve your content accessibility and you will get more chances to generate leads.
2. Create Your Branded Podcast Series
Gaining attention on a podcast from the scratch can be challenging. Start with becoming a regular guest on an ongoing podcast with a decent following. Or take a new step by promoting your podcast on your blog to build your audience.
Promote your podcast on your blog whenever you get the chance and make it a recurring practice. You can promote your podcasts by adding CTAs at the end of your blog posts, mentioning them at the end of videos, newsletters, and on your social media handles. Create a schedule on a weekly or monthly basis and stick to it. Remind your audiences to join your podcast through social media posts and encourage them to leave their honest opinions. It is important that you stick to your schedule and keep making improvements based on your audiences’ reviews.
3. Master the Art of Cross-Collaboration
Collaborations are more valuable than you realize. Not only do you share your expertise with a wider set of audience but also form lasting relationships with niche experts. Before collaborating, do your research and only approach the channels/shows that fit your business niche and ideas. That way you can target a relevant audience and turn them into your loyal subscribers.
4. Align Your Content Creation With Voice Search
Siri, Google, Alexa, etc., are the emerging voice assistants that facilitate voice-enabled browsing sessions. If you want to stay ahead of your competition, you need to keep up with these evolving trends. As a marketer, start targeting questions and phrases instead of keywords to rank higher in voice searches. We say this because an average person might not write ‘hot chocolate’ in a browser anymore. Instead, they would ask their smartphones ‘What’s the best hot chocolate recipe without sugar?’ while searching. So, changing your content creation to fit into this changing landscape can help you improve your audience engagement.
5. Maintain the Quality of Your Audio Content
If you want your audience to keep coming back to you, create and provide high-quality, interesting audio content. Therefore, it is wise to invest in a high-quality microphone and audio editing tools/software. Record in a quiet place with minimal disturbance, edit awkward pauses, and spruce it up with occasional sound effects. You may have to spend twice as much time preparing and editing than the actual recording. To keep it entertaining yet rational, tone it up to match your business niche and avoid going over the board with editing.
Innovation and marketing go hand in hand. Since audio content marketing is still emerging, getting started today can give you an upper hand. Figure out how audio content fits your business goals and marketing strategy and start taking initiatives to engage your audience. Leveraging audio marketing can enrich your marketing strategy, exposing your brand to a gamut of audiences.
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