Audio content is like your favorite uncle.
There has been so many times that the uncle has seemed so behind the times, as he just keeps on swearing by the same solid life advice, and keeps wearing the same fashion style year after year.
But what’s odd though, his style goes in and out of fashion. Like there was that time he was spotted by a fashion magazine, and he was titled having “the best street style” by accident.
Or so you think it was an accident.
When TV was invented, everyone thought radio was going to die.
That was over 70 years ago, and while traditional radio has changed quite a bit, audio content is booming more than ever.
Video content is still the king, but if video content seems too challenging, adding audio content in your content marketing mix is a great idea.
What TikTok did for vertical video content, Clubhouse did for live audio content.
Clubhouse live audio app witnessed an amazing growth in 2020, and the message was clear: live audio chats were just what people wanted. Clubhouse was not able to retain the users, but they escalated the audio content boom, and now we don’t even have to go to a separate app to host audio-only talks (sorry Clubhouse).
Twitter launched Spaces, Facebook their own live audio rooms, Spotify pushed out Greenroom, and then there is Discord.
Do live talks or even better: create a company podcast.
Create a Company Podcast
Podcasting is one of the most effective marketing tools to establish yourself as an expert, spread your message, inspire others, and promote your business.
Audio feels more intimate than video, and it allows you to build trust and a personal connection and cultivate a community of loyal listeners who will turn into customers. It’s difficult to outsource building trust - and podcasts are excellent for building trust at scale.
The way people search for information has evolved from Google.
When people want to learn something new, they search for video or audio content on sites like YouTube, TikTok, Spotify. According to podcast recording platform Riverside FM, 74% of people listen to podcasts because they want to learn something new, and over 70% visit the website mentioned in the podcast, and 63% buy from the podcast hosts.
Just in the USA, over 80 million people listen to podcasts (more than Netflix has users). Spotify alone has 32.5 million podcast listeners per month and Apple Podcasts has 28.5 million monthly listeners.
Social media algorithms require consistency and constantly publishing and engaging with the followers in order to build a loyal following. Podcasts on the other hand are longtail content that can be found on platforms and listened for months from the publish date.
Investment in a podcast combined with social media content that drives the conversation with the podcast listeners gives an excellent return on your investment.
No time to produce a podcast?
Record the company blog posts in an audio format, and your customers can listen to them while running or sitting in the traffic.
This is exactly what we are testing right now. Starting in 2023, you will receive all of our most popular blog posts also in an audio format.
Remember that you still need to market to get listeners for your audio content, so combining short audio snippets with dynamic motion graphics could be an easy way to maximize your audio content efforts for social media.
See? The cool uncle always somehow finds a way to be relevant without compromising his style.
