Digital content is a tried and true form of communication. But what if we told you turning to audio can take your content marketing plan to the next level?

In today’s digital age, everyone is upping their online presence — whether that be through a modernized website, increased social media activity, or expanded content capabilities. With this rise in digital content comes an increase in competition, making it harder for your business to stand out.

But there’s a savvy way for brands to cut through the noise to build brand loyalty: audio content.

This type of content includes (but is certainly not limited to) podcasts, audiobooks, webinars, and more. Because the various formats are easily shareable on social and available for on-demand listening, audio can give brands the edge they need to deepen their relationships with existing customers and capture the attention of new listeners.

If you’re on the fence about whether audio content has a place in your content marketing lineup, take a look at the following five ways it can add value:

  1. Audio expands your marketing arsenal:
    No matter what your company specializes in, it’s important to have stellar resources on hand at all times to demonstrate your company’s capabilities. Just getting started with content marketing? From eBooks to case studies, content marketing is essential for building brand awareness, addressing customer questions and pain points, and prospecting. Audio seamlessly integrates with and enhances your existing content campaigns and gives you an additional platform to engage with your key audiences and promote your brand’s offerings and thought leadership.
  2. Audio increases your reach and shareability:
    Recent reports conducted by Nielsen and Edison show that 32% of Americans (150 million) listen to podcasts at least once a month — and many tune in much more frequently than that! One of great things about audio is that it’s effortless to engage with, meaning people can easily listen within a social feed without being prompted to click over to a different website or platform. And because audio content is so easy to consume, people are more likely to listen to completion — increasing the likelihood your social followers will share your content and allowing your brand to reach an expanded audience and increase brand awareness.
  3. Audio allows for more personal interactions with industry experts:
    This popular format enables audiences to learn from your organization’s thought leaders in a direct and personal way. Unlike a written interview, audio interviews allow listeners to enjoy a more personal experience. Being able to hear from an industry expert in their own voice with raw emotion — rather than short, written quotes in a blog post — can increase the impact of the interview and foster stronger audience engagement. Added bonus? Once the session is recorded and packaged to be shared, your guest can easily share the interview, giving you free exposure to their followers.
  4. Audio provides a new platform to become a thought leader:
    Even though podcasting and audio content has gained a lot of ground in the past few years, there’s still plenty of room for more! Depending on your industry or area of expertise, it’s possible your brand has little audio competition, giving you the ability to establish your company as a thought leader in this popular content space.
    Audio allows you to show a creative side:
    Part of standing out from the competition is tapping into your creative side, which can be done by including audio content in your marketing mix. Plenty of tools exist to help give you a creative edge and elevate the quality of your audio. One of those is StoryMint, an all-encompassing audio marketing and management platform that allows agencies, content marketing teams and digital content producers to collaborate on the production of audio projects, including research and script writing. The platform gives your creators the space to put their heads together and develop the best ideas.

Audio content has the potential to exponentially elevate your marketing capabilities, yet many brands hesitate adding this promising format to their marketing mix. By understanding the value audio can add, look for opportunities to incorporate it into your content marketing initiatives to elevate your content, build brand loyalty and grow your business.

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