Why Every Business Should Develop An Audio Content Strategy
We’ve all heard the term content is king; the more information you can have out there about your products or services and their features and benefits the better. While many understand the importance of written word and video in their content strategy, only a few understand the importance of having an audio content strategy.
The savvy businesses are already exploiting this method and you should join them!
What is audio content?
It’s pretty much what it says on the tin; audio content is content delivered in an audio format. Traditionally, one may have thought of radio advertising, however, the type of products and services that do well on the radio are pretty limited, the spectrum of the audience is just too broad. So how can you utilise audio to market your products or services?
Podcast advertisements are becoming an increasingly popular method of advertising. Podcasts can cover specific areas, niches or markets making it easy to directly reach your target audience.
Another option is to turn your blog into an audio podcast. Instead of just using the written word, take the opportunity to discuss and even allow people to communicate directly with you.
Audio content, however, is not about pushing your products; it’s more of a long game. In a world where we are bombarded with advertisements, people need to know why they need your product or service. The content generated needs to provide this information in a staggered way, it needs to offer solutions, answer questions and demonstrate the benefit to potential customers.
Why do I need to consider an audio content strategy?
The to-do list may seem never-ending, so why should you consider adding yet another thing to it? If you think about it, it’s logical. Consumers lead busy lives, between work, childcare, social lives and domestic chores there’s little free time. The time people do have is often broken and needs to be used wisely.
We all know that video is a popular form of content, people enjoy reading less and less, they prefer to visualise things and consume information in an easy to digest manner. Audio, however, comes in second to video. Audio can be consumed easily, it can also be digested while doing other things. People can easily listen to podcasts in the bath, on the commute, whilst cleaning and so on. Because of this it can actually be more easily consumed than video which requires two senses at once.
Audio is poised to double revenue in the next three years. According to a recent IAB study two-thirds of participants said they were inclined to research or buy products based on recommendations or adverts on Podcasts they loved. If that’s not enough to make you start thinking about your own audio content strategy, then you’re bound to end up missing out.
Thinking outside the box is the key to success in a landscape that’s becoming more and more oversaturated. As with any form of marketing, people get used to it over time and new methods need to be developed to capture attention. By developing your audio content strategy and capitalising on it can help to increase awareness and sales.