Audio Content Marketing – Getting Started


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You may know marketing professionals who suffer from the “hot exhaustion of the new platform”. The disease usually affects members of the marketing team who spend endless hours reworking the content to suit certain platforms. Just when they start to understand things, something “hot and new” comes up with a completely different set of criteria for publishing, and they have to turn around … again.

That feeling of frustration is completely understandable. However, the difficult reality that every marketer has to face is that we live continuous evolution in media consumption. Driven largely by new technology, customer lifestyles are changing rapidly, and marketing teams need to adapt to keep up to date.

The idea that we can place ourselves in the “captive audience” no longer has much validity. People listen to pre-selected content while running, driving or washing dishes. Viewers choose which shows they want to watch and when they want to watch them. They also tend to mess with their smartphones or tablets whenever things get boring or predictable; if they don’t like what they see or hear, they pop out a smartphone and leave.

Spending on audio marketing jumped from $ 1.1 billion in 2016 to $ 3.09 billion in 2020. according to Statistics. That is almost a threefold increase in four years. Clearly, if your company doesn’t currently produce audio content, it’s time to dive in.

Successful traders will be those whose priority is to capture the eardrums while retaining the contents for their eyeballs.

The four most popular audio content marketing platforms

If your company is relatively new to audio content marketing, there are four basic categories that have become increasingly popular in recent years.

1. Voice Search

If your company has the capacity to invest in only one area of ​​audio content marketing, let this be it. The reason is the availability of voice search will be a priority soon on search engine results pages (SERP) in the same way as The design of the “mobile first” website is now getting a significant boost in search rankings.

Sometimes referred to as “voice-enabled”, voice search allows potential customers to find what you have to offer by expressing their processing requests using Google Voice Search, Amazon Echo, Siri, Cortana and other AI-powered technologies.

There is a noticeable difference between written search strings and what people say out loud, so optimizing your voice search content is important.

2. Podcasts

The word you need to keep in mind before you jump into the podcasting madhouse is episodic. You may decide to release a new episode once a month or twice a day – whatever you can – but you need to commit to it in advance. regular schedule of audio production and publishing.

If you don’t have the resources to commit to a consistent schedule, wait for now.

Successful podcasts feature tips, tricks, and interviews that are organized around a common topic of interest. Ideally, each branded podcast will focus on something that is directly related to your company’s expertise.

3. Audio books

Don’t let the word “book” distract you. Although audio books certainly include published works of fiction or nonfiction uttered aloud in their entirety, the format of an audio book is not limited to them. Everything that is printed or published on the Internet– and received rave reviews – has the potential to become an audio book.

For example, a popular blog could be upgraded to offer an audio version of each post posted. That way, fans are free to listen with headphones instead of being glued to a laptop or forced to stare at a smartphone.

4. Audio ads

Audio commercials in the internet age are not that different in shape of the types of ads you can hear on the radio station. The difference is that the radio ads broadcast are roughly equivalent to the “shotgun” approach – you power hit something — while ads with audio content can be considered a sniper target.

Audio ads may be restricted to delivery to certain demographic categories, geographic areas, or audiences pre-filtered into groups that are most likely to be interested in what the advertiser has to say. The format allows companies to produce ads that reach the ears of interested listeners, not just anyone who might be involved.

Think big, but start small

There is really no reason for companies to stay away from audio content marketing. Chances are you’re already doing some form of it, know it or not. If you answer customer questions orally, it is audio content marketing. Whenever someone consults you for your opinion or expertise, it is also qualified.

One quick trick is to crystallize the things you hear yourself or your staff say every day and turn them into useful online audio content. Here are seven steps you can take to begin the process of preparation for mediation.

1. Determine the area of ​​greatest need

Many business owners respond reflexively to this challenge with something like “Make More Sales.” There is, of course, nothing wrong with that; but when it comes to marketing audio content, it helps to shift the emphasis.

Focus on the greatest identified needs of your current and potential customers. Why do they do business with you at all? What questions do they often ask? If they decide not to buy your product or service, where was the break point in the sales flow?

Your job is to offer valuable insights, make suggestions for overcoming common problems, and believe that listener loyalty will translate into future sales.

2. Set a reasonable budget for time, talent and treasure

Just as you would add an item to your monthly budget for print, TV, radio or other marketing channels, add audio content to the mix and assign a dollar value to that place. Include related staff time, targeted media purchases, and production costs.

Audio content marketing can’t come down to “whenever I find the time”. If you are not willing to invest regularly, ask yourself why.

3. Start with a fruit that hangs low

Start looking for “found” high quality sound. If your company has already produced videos, you may already have some high-quality canned audio. More than a few companies have taken advantage of their previous investments in marketing through the branded YouTube channel by exporting audio to other platforms.

Or, if you have a vendor that already produces high-quality sound, you can enter into a contract to republish their content with a header and footer that identifies your business as a trusted local vendor.

4. Get out of your own head

It is too easy to succumb to thinking inside box as your work away in the silo. As you focus your business on audio content marketing, take the time to ask other people what they think of your industry as a whole – not necessarily your particular company. Record the comments, questions, and ideas of various people.

Silent thinking can lead to us immediately rejecting an idea we have already considered and not listening to what is being said. One way to get around this is to invite someone who knows absolutely nothing about your business to join the interviews and casual interviews. Maybe they hear things you would miss.

5. Collect and analyze objective previous data to guide future expenditures

As you play your audio content in the wilds of the Internet, pay close attention to what works and what doesn’t. Audio content that you consider your “worst effort” could become the most popular.

Schedule regular times to review your website, podcasts, and social media analysis with one or more of your top marketing people. Decide in advance that you are okay with your “best” falling material. Click-through rates can only tell you that someone cared enough about what you were saying to check it out; he won’t tell you exactly why.

Adopt, adapt and improve

As you navigate the audio marketing process, pay attention to the audio content you come across from others that you think work well for their niche. Learn what you can from their approach.

When dealing with the feedback you receive online, pay attention to the positive and negative responses you receive. Can you change your approach to respond to a legitimate complaint or area of ​​confusion without letting your messages end in a rabbit trail?

While analytics leads your marketing team to tweak and refine, expect not to hit home runs every time. It is OK. In the new online marketplace, honesty outweighs cunning. If your audio content stays focused on answering the right questions – rather than asking fake questions as promotional tools – your audience will quickly appreciate it and pass it on to others.

More resources on audio content marketing

Six ways content marketers can use audio marketing

Your new content marketing engine: Podcasting

Audio marketing: from radio to club [Infographic]

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