30 May 2022 Podcast Strategy

4 types of audio content you can use in your marketing and why it’s beneficial to your business 

With audio marketing knocking at our doors, there is no better time to start implementing audio content into your marketing strategy. With audio you can reach your target consumers on the go but also further expand, by reaching wider audiences who may prefer audio content over visual. There are many different routes you can take with audio, but it can be hard to know where to begin.  

There is no doubt that audio has become a popular form of content for audiences to consume. According to Edison Research, 66% of adults over the age of 16 consumed audio online on a weekly basis in the UK during the last quarter of 2021. Audio certainly opens a variety of opportunities for businesses to implement audio content into their marketing. 

So, we can all agree audio content is the trend right now. Podcasts have seen an incredible rise in popularity in the past few years, becoming a powerful tool for businesses. Social media platforms are now catching on to the audio bandwagon – we have seen several audio features flooding our favourite platforms, text-to-speech technology, as well as audio content making an appearance in social advertisements. 

So, let’s not waste any more time. Here are what we believe to be the best types of audio content to start your audio marketing journey.  

1)    Podcasts 

In recent years, podcasts have become a popular format to create audio. Unlike other forms of content, podcasts can be consumed on the go, allowing flexibility for the end user to consume content while carrying on with their daily tasks. They are also a great way to build audience rapport– consumers are tuning in from their homes, cars, buses or offices while cooking, cleaning or gardening. 

This makes podcasts a great tool for increasing brand awareness, but also a great tool for generating those all-too important leads. They also give you the opportunity to be seen as an expert by your target audience. Talking straight to your audiences via podcasts can showcase what your business is all about while highlighting your services or products at the same time. 

According to Statista based on research conducted by Edison Research, as of 2021, there were more than 19.1 million podcast listeners in the UK. Unsurprisingly, this number is expected to keep rising as more listeners continue to tune in. 

Eager to know more? Read our blog about how businesses are engaging with their audiences’ using podcasts. 

2)    Social Media 

Social media has undeniably been an influential driving force in the popularity of audio as a marketing tool. With audio apps and new audio features, the online world is tuning in – from their sofas, beds, offices, cars or buses. You name it, audio is accessible from everywhere. 

Recently, LinkedIn launched their Audio Rooms, a new Clubhouse-like audio events platform. It will allow users to get involved in live discussions within the app, join as a speaker as well as share audio chat responses. This new feature aims to increase interaction and professional connections within the platform. 

Twitter is not far behind, launching Spaces recording, a feature which allows users to record their spaces and share it with their audience. 

TikTok is a dominant player on the social media field, so of course it is no surprise that, in August 2021, they announced an audio-only channel. Trending audio tracks on TikTok and Instagram are largely influencing content direction, with audiences leaning towards particular audio used within videos across both platforms. Therefore, implementing trending audio into your video content across these platforms can be a great way to engage your audiences. 

Of course, we can’t forget about Clubhouse. It took the social world by storm as an audio-based platform, allowing users to host different clubs and conversation virtual rooms based on many different topics. Collaboration and networking are the biggest strengths of Clubhouse– finding your target audience doesn’t require hours of research. It’s a great way to connect with audiences that can become potential consumers. 

3)    Spoken Blogs/Audiobooks 

Have you ever thought of joining copy and audio? Adding elements of audio into your blogs or social media copy can increase engagement and allow you to experiment with your content strategy. Alongside this, audio in copy is great for SEO but it can also increase the time your audience spends on your page – it’s all about the leads. 

What about turning your blogs and articles into podcasts? This increases the accessibility of your audio content, opening the doors to new audiences. Want to see what it could look like? Our very own CEO, Paul Ince, has done just that, you can listen to his podcast here

With the flexibility audio content provides, you can really maximise your reach and extend the boundaries of your audience interaction. 

4)    Audio advertisement 

This is one to keep an eye on for the future. Traditionally, audio advertising was seen as limited to music streaming services and radio. However, as the popularity of audio keeps rising, so do the opportunities across different platforms. So, what are audio ads? Audio ads are defined by creatives where the audio is the centre of attention and the key tool aimed at delivering the message and call to action. With their alpha testing of audio ads on YouTube in 2020, Google found that 75% of audio ad campaigns drove significant lift in brand awareness. Also, according to Statista, the digital audio advertising space is expected to grow by more than 8% in 2022.  

A study by Pandora found that when audio ads were integrated in personal music playlists, they impacted long-term memory 49% better than radio, 9% better than television and 29% better than mobile video ads. This led to Dunkin’ Donuts testing out the theory presented by Pandora, and they saw success. With growing opportunities within the audio world, and new social media features being introduced, there are a variety of opportunities for your business to begin implementing audio ads, alongside your visual paid social strategy.  

Audio Ads are absolutely a great opportunity to elevate your business and reach new audiences on the go. At LikeMind Media, we are really excited by the opportunities audio advertising creates, and we look forward to seeing it continue to expand. 

Final Thoughts 

Audio content is a great way to raise awareness for your business. Making the most out of the audio marketing tools at your disposal can be of huge benefit and help elevate your content marketing game. 

These are some of our favourite types of audio content that can help you start creating effective audio content. You can give it a go yourself, although we understand this can be overwhelming if audio content is new to you. 

Alternatively, we can help you raise your audio game with our fantastic team at LikeMind Media. 

Interested in finding out more? Get in touch with us today, we look forward to helping you with audio marketing. 

Looking for somewhere to record your audio?

What do all your favourite podcasts have in common? Probably high-quality audio, great content and seamless editing, right? If you’re a podcaster, that’s a lot to think about. Well, at Grandma’s Studio, we can lighten the load and make your podcast dreams come true.  

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