This guest-post is by Audio and Content Marketing expert and Director or Podcasting for CMI, Pamela Muldoon, and comes with a high-five recommendation from me to any solopreneur, marketing or business owner interested in learning how audio and podcasting can boost your marketing efforts and content strategy.

If you’re interested in learning more on how to get started with audio, join us and our special tweet guest Pamela for Paper.li’s #BizHeroes brand chat, Tuesday, July 29th at 2pm ET for additional podcast and audio tips, tactics and essentials. Click here for the TweetChat transcript

2014 has seen an explosion in audio content, especially podcasting. A few factors play into this. The technology to produce quality audio from anywhere is available to pretty much anyone. iTunes has ramped up their focus on podcasting with the launch of their podcast app in 2013 and podcast platforms such as Stitcher are moving into automobiles. The success of podcasters such as John Lee Dumas, Cliff Ravenscraft and Chris Ducker bring positive attention to podcasting, not just as a content option but as a viable revenue stream.

So how can you turn up the audio in your content strategy?

Adding audio content can be done inexpensively and with less stress around the technology than you may realize. Once you decide to add audio, you will find that this is an excellent medium to leverage for not just podcasting, but other areas of your content strategy.

Podcasting:

Let’s tackle the most obvious one first. I’ve been podcasting since 2009, but started my radio broadcasting career back when Duran Duran was big on Top 40 radio and neon was hip to wear. Getting behind a microphone is the most intimate experience you can have with your audience. In a time where engagement, influence and reach are big marketing buzzwords, podcasting is, in my humble opinion, the best medium to attain all of this and so much more.

Getting Started:  Before flipping on that mic, I encourage you to ask yourself some questions to ensure you are ready to launch your podcast.

  • Who is your target audience? Get specific.
  • What format will I produce? Solo, co-host, guest interviews or perhaps a combination of these?
  • How often will I produce my podcast? Daily, weekly, bi-weekly?
  • What is my distribution and promotion strategy for my podcast? Plan with the end in mind before you launch to ensure a more successful overall podcast plan.
  • Am I prepared to commit 12 months to this content tactic? Podcasting is part branding, part thought leadership and part lead generation. But it does take time to build your audience and allow data to guide you along the way. I recommend treating your podcast as the long-term content initiative it truly is designed to be.
  • Am I willing to learn the necessary technology to succeed? Though setting up your mic and audio software is not the most complicated of tasks, you will want to familiarize yourself with these components to be successful.
  • Record a few episodes before distributing and promoting. This will ensure you take off with momentum and have a few episodes for your audience to ingest as they get to know your show.

Additional audio ideas

Internal podcasting:

When you think of podcasting, it’s common to have programs come to mind that are designed for an external audience. But what about your internal audience?  Developing a podcast or series of podcasts designed for internal audiences can be a great way to engage your team members and provide important information in a consistent, easy to access delivery model.

Getting Started:  Deduct which areas of your organization could benefit from information, updates or education on a regular basis and who can easily download or access audio for listening.  Some possible ideas for internal podcasting implementation could be:

  • Human Resources hosts a series of interviews showcasing employees in your company.
  • Sales Management produces a weekly podcast providing updates, product details, and training for the sales team.
  • Employee Benefits uses audio to keep employees up to date on benefit changes, enrollment information and frequently asked questions.
  • The C-Suite hosts a regular podcast to update the company on the state of the organization, vision of where the company is headed and allow everyone to better connect to management and culture.

These are just a few ideas on how an internal podcast could benefit your content strategy. What other ways could audio content be used to increase morale and efficiencies, while decreasing costs and turnover?

SME interviews:

Not everyone is a writer. Yet your company is filled with individuals that are Subject Matter Experts who need to be included in the content process. Record these experts in an interview setting, transcribe the recording and rework the content to fit your needs. The content team can create multiple forms of content from these interviews, such as blog posts, articles, infographics, and social media posts. This allows more departments to be involved in content for the company without the pressure of having to create it or write it themselves. This also provides the content team control of all aspects of the content, while also choosing the proper format and distribution channels.

Implementing audio content may be just what your content team needs to take your initiatives to the next level. With some preparation, possibly some training in new-to-you technology and some out of the box thinking, audio content can be not just a player for your content team, but perhaps the asset you didn’t know you needed.

How are you using audio to support your marketing goals and grow your business? Leave a comment below.

You can learn more about audio and podcasting by visiting Pamela’s newly launched site, Audio Content Solutions. 

Kelly Hungerford
Community Builder| Customer Experience & Care Strategist
Kelly's a Digital Operations Specialist and Social Brand Strategist. She helps Startups and SMBs build lean marketing operations leveraging Social Media to support business goals and connect with the people who matter most.

As former Head of Community and Communications for Paper.li, she was responsible for building community-centric operations to support Paper.li's rapidly growing user-base and founding #BizHeroes, Paper.li's Brand Twitter Chat that takes place Tuesdays at 2pm ET.

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