7 Mar 2022 Podcast Strategy

Getting heard: The growth of audio content and why your business marketing strategy needs it 

Audio is everywhere, and I mean everywhere. We use it and consume it daily, from a variety of different sources. With the advancements of audio technology, such as Alexa and Google Nest, and streaming services and social media, audio is far more accessible. 

According to Edison Research, 75% of adults over the age of 16 consumed audio online in the UK during the last quarter of 2021. This opens lots of opportunities for businesses to implement audio content into their marketing. 

So how do you utilise audio in your marketing strategy? Well, it’s not as simple as having a Hans Zimmer track in the background of your explainer video. In this blog, I’m going to explain the different routes you can take with audio content and how they can benefit you from a business perspective. 

But don’t worry if you’d rather have someone deal with audio for you, the LikeMind Media team is ready and waiting to help you navigate the world of audio, finding the right audio content style for your business needs. Audio is incredibly flexible, it is portable, and your audiences can essentially consume audio content on the go, making it a strong tool. 

You might be thinking, “do I really need an audio strategy? What benefits would it bring?” Well, I can answer that. With new audio platforms, podcast trends, social media apps introducing audio tools and many listeners tuning in, this is the time to jump on the audio bandwagon. 

What is audio marketing and why is it important?  

Put simply, audio marketing is a form of marketing where content is consumed by listening. You have probably come across various audio content while you’re in the office with your morning coffee. The reality of our fast-paced, output-driven society is that capturing the attention of consumers has become highly competitive. According to Muck Rack, in 2020 humans had an attention span of eight seconds in comparison to 12 seconds in 2000. This means you have eight seconds or less to capture your audience’s attention before they scroll down their feed. 

Audio is easily accessible for everyone 

With so much content out there, everyone wants to stand out while utilising all the tools at their disposal – what audio can offer is a way in which audiences can consume information easily while they carry on with their day. 

In recent years, podcasts have taken over the world. Unlike any other forms of content, podcasts can be consumed on the go. They’re a great way to build audience rapport, increase brand awareness and, believe it or not, a fantastic way to generate leads. According to a Super Listeners 2021 report, 76% of podcasts listeners say they have taken action after hearing a podcast ad. This could include visiting a website, making a purchase or signing up to a subscription service. 

Not only can podcasts build an audience, but also connect with them. Listeners are 20% more likely to connect with a brand on social media, therefore allowing conversations and interactions between the business and the consumer to continue beyond the realm of the podcast. 

Podcasts can provide a path to form relationships with your consumers, while at the same time developing that all-too-important trust. Want to know more? Read our blog about how businesses are engaging with their audiences using podcasts. Of course, LikeMind Media can help you with podcasting as well. 

How personalised audio can boost content engagement 

Your audience can not only see you as a brand through your visual content, but they can now also get to know the voice behind the brand. This extends the opportunity for engagement and a greater connection between consumer and business. 

This is where personalisation comes in. Dependent on the type of platform, you can shape the audio content with your target audience in mind.  

Audio is flexible, portable and convenient. It has become a fast-rising marketing tool, very much popularised by social media trends.  

Making written content more accessible 

Audio is a great tool when it comes to accessibility, especially alongside visual and written content. For example, turning your blogs or articles into audio recordings or podcasts can be a great way to reach and engage with a wider pool of audiences who previously wouldn’t have been able to access your information. Interested to see how this would work? Our very own CEO, Paul Ince, turned his written blogs into podcast episodes which you can listen to here

Audio is in everyone’s home 

In recent years, audio has sneaked its way into everyone’s homes and pockets. More than 20% of UK households have smart speakers, and this figure is expected to triple by 2023. With the likes of Alexa, Google Nest, Cortana and Siri, audio content has for many become a day-to-day point of interaction. That means there is a large chance that the copy you have written will be searched for and read out loud by an automated smart system. By optimising your content with keywords, as well as having an idea of how your copy will sound out loud, alongside understanding smart technological systems, can be key to your marketing strategy in this area. 

Audio as a lead generation tool 

Audio content is great at getting businesses all those important leads. Consumers are more likely to consider purchasing or researching a product based on a podcast’s recommendation or an audio ad from a podcast they like. According to research conducted by Edison Research in 2021, 74% of listeners visited a company or a product website after hearing a podcast ad, and 65% of listeners purchased a product or a service. As the popularity of podcasts keep rising, this is a great approach to implement into your strategy. 

What does the future hold for audio? 

Trends and innovation within marketing are always exciting. We’re seeing audio content flourish as more consumers tune in. With so many audio features being introduced across social platforms, businesses are spoiled for choice. As we continue to see some of these new social media audio features grow and expand, there is no doubt that, in the near future, these tools will develop into bigger formats and become a more popular choice of creating content. 

At LikeMind Media, we’re excited to see how audio content will perform with the new LinkedIn Audio Rooms feature. It’s definitely something to watch out for. 

Paid advertisement and paid social have become favoured marketing strategies across businesses, big and small. According to App Annie’s State of Mobile 2022 report, mobile ad spending saw a 23% year-on-year growth in 2021. There is no surprise that the opportunity for audio content has popped up here, too. 

We expect audio advertisement is not far behind in its growth. A Google Marketing Platform case study on Nestlé audio ads showcased their new approach to marketing the Kit Kat chocolate bar. They saw a 58% incremental reach when including audio in ads. They also reached 21% more unique consumers by utilising audio. 

Podcast ads have also seen incremental growth. The Super Listeners 2021 report outlines that audio ads are the most recalled type of ad – with 86% of respondents saying they remember seeing or hearing the ad.  

Final thoughts 

You can’t implement audio just for the sake of engaging with this new type of content and expect your customers to start listening. There is a lot of time, research and experimentation to do in order to find the right strategy that works for you. 

At LikeMind Media, we understand this can be overwhelming. But don’t worry, this is where we can help you. We can guide you through the world of audio marketing, help you develop a strategy and advise your audio content creation. We can also help you utilise the best platforms for your business, as well as guide you through the world of social advertisement. 

Now is the time to encompass audio within your content strategy to increase your brand awareness, exposure and engagement. Connect with your audiences in an accessible and easily consumable way. 

So, will you tune into audio content? Get in contact with us, and let’s see how we can help you elevate your audio game. 

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