Digital Marketing Strategy,

What Is Your Company’s Audio Strategy?

Magdalena Andreeva

Reading time:

Most SaaS Marketers are already convinced that video is a powerful marketing tool that can boost brand awareness and promote your business. That said, video marketing is no longer niche, and as our lives are becoming more and more congested with content, learning how to stand out from the crowd is crucial.

Consumers are steadily craving more relevant, accessible, and personal connections with brands. Audio content has a remarkable potential of meeting all of these needs.

While often overlooked, weaving audio into your digital marketing strategy can be an advantageous practice for your business.

Investing in an Audio Content Strategy

From short and engaging TikTok content to highly polished corporate webinars, videos are a prevalent medium and an integral part of any well-rounded content strategy. So how does audio fit in with the rest of your marketing efforts?

For starters, audio is one of the fastest-growing content mediums. According to the Audio Publishers Association, audiobook consumption is on the rise, with a 16% growth in sales in 2020.

Podcast listenership is skyrocketing, as well. In fact, 37% of U.S. adults have listened to a podcast in the last month – a number that has more than tripled over the past decade.

This growth comes as no surprise, given how one of the most appealing benefits of audio over visual and written content is that it is simply more convenient to consume.

While content such as articles and videos require you to sit down and focus, audio content allows you to multitask. It is also screen-independent, meaning that you can now reach your audiences during atypical times – while commuting, at working hours, or doing household chores.


Consumer listening behavior has created a unique opportunity for businesses to create engaging, audible experiences that cater to a growing audience scale.

Podcasts are an excellent starting point for including audio in your content strategy. They can cover any topic, be any length, and come in any format.

Podcasts can be an effective tool to leverage your business and utilize owned, earned, and paid media in your digital marketing strategy.

Like blogs, they should aim to build brand awareness, educate, and offer real value to the listeners. In addition, providing a variety of content to choose from is a great way to keep them engaged for longer.

The audio content format can be reutilized in various ways – your brand can repurpose it into blog posts, participate in guest podcasting, or create something entirely new. Another option is investing in podcast advertising. Podcasts are typically free, which is an excellent win for the end-user. For creators, however, it can be time-consuming and costly.

Many podcast creators are doing ad reads as a way to offset the costs. Podcast advertising has become more popular in recent years, and many brands are already utilizing the format to attract prospects.

How Does Audio Fit in Your Content Strategy?

The demand for audio content is scaling quickly, and if you’re planning about good content marketing, audio should definitely be a part of your strategy.

Embracing the integration of audio in your content plan is a wonderful way to spruce things up. Keep in mind, though, that your audio marketing strategy is every bit as important as execution. Whether you’re creating podcasts, narrating blog posts for accessibility, or making short-form audio ads, a solid content marketing plan should be your first step.

For more digital marketing and user-generated content tips, be sure to check out our blog!

Paris Childress
Paris Childress

CEO & Founder

My job is to match talented, motivated marketers with high growth companies, arm teams for success, then to get out of the way.

Ready to scale your marketing-sourced revenue?