Think of audio as more than just podcasting. There are many ways to add audio to your content marketing strategy. And it likely involves repurposing some work you’re already doing.
This article spurred from my recent conversation with Brian Landau, CEO and co-founder of Vennly, an enterprise audio distribution platform.
When I used to think about audio, I only thought podcasting. But Brian opened my eyes to much more. Sure, podcasting can be effective. First, it’s a growing medium. Edison Research and Triton Digital report monthly podcast listeners have grown 61.5% in just three years.
Second, it’s an intimate medium, meaning you have a listener’s undivided attention for long periods of time.
But there’s so much more than that. Audiograms, for example, have become popular on social media. Twitter and LinkedIn are now offering their own in-platform audio products. Many blogs and websites allow for embedded audio clips.
Consider this if you’re a writer. You’re likely doing a lot of interviews these days via Zoom. I know, personally, when I interview someone for a quote, that interview can last anywhere from 15-30 minutes. Of that, I pull two or three quotes for my written story. But what about the unused audio? Here are a couple scenarios:
Recording a Zoom conversation for your blog
- Export the Zoom audio and post as a podcast
- Create audiograms to help promote the written story on social media
- Embed an audio clip in your written story where the subject is raw and emotional on a certain topic
Hosting a Twitter Spaces event
- Record that audio and distribute via podcast networks
- Write a recap of the event for your blog
- Send an email newsletter with a link to the blog and podcast
At the enterprise level, collaboration and CRM tools such as Slack, Medium and HubSpot have developed their own bespoke audio products as well, further facilitating adoption of audio.
There are many options when it comes to incorporating audio in 2022. I’m encouraging you as a content creator or marketer to take advantage.