The Power of Audio Marketing: 6 Ways To Boost Your Brand Strategy

May 2, 2025

58 6 minutes read

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The demand for audio content and experiences is continuously increasing over the last few years. As such, audio marketing is gaining more prominence among brands and marketers. We talk about the six ways in which marketers can leverage audio in their marketing strategies to boost their brand.

A recent Facebook IQ studyOpens a new window confirmed that 80% of stories with voice-over or music led to better lower funnel results than ads without sound. This is, undoubtedly, a consequence of an increasing population looking for audio experiences. More people are listening to various audio devices and content formats such as music, podcasts, and entertainment content during their commute, daily activities, and leisure. A major reason for this is that audio is more convenient to consume than visual and textual content. Another reason is that it enables people to multitask. It also allows them to get answers faster compared to typing search queries.

Learn more: 3 Tactics Every Marketer and Advertiser Must Learn to Succeed in 2021

Why Is Audio Marketing Important?

According to a 2019 reportOpens a new window by eMarketer, more than three-quarters of internet users already listen to digital audio. About 30.8% of them use smart speakers to access audio content. There has also been a steady increase in podcast listeners. As of mid-2019, more than 600,000 podcastsOpens a new window

To top these statistics, many brands are already investing in audio marketing. According to a reportOpens a new window

Given the growing importance of audio marketing, here are six ways you can use it to build your brand and business strategy:

1. Repurpose your blogs into audio

The simplest way to create audio content is to repurpose or convert your existing blog posts. There are multiple ways you can convert your blog posts into audio. One way is to convert your blog posts into podcasts of varying lengths by adding an introduction, quotes, and sound effects. National Public Radio (NPR) often does this with some of its news stories, Another way to repurpose your blogs into audio is just to read the text as it is, making it like an audiobook. For example, this is how The AtlanticOpens a new window

2. Create your own branded podcasts

Podcasts and webinars have been continuously garnering popularity over the last few years. The coronavirus pandemic gave further impetus to these modes of content delivery. According to Improve Podcast, podcast awarenessOpens a new window

Y-o-Y podcast listenership
Source: Edison Research

Not only that but Spotify recently acquired Joe Rogan’s famous podcast The Joe Rogan Experience for a $100 million.

This means that marketers can leverage the growing trend of podcasts to create branded audio content and deliver them. According to Kierran Petersen, associate director at The Growth Show, HubSpotOpens a new window

Creating a branded podcast does need some planning and organization skills. You should approach creating and distributing a podcast the same way you approach blogging and social media marketing. With an editorial calendar, you can identify and organize the topics as well as plan the distribution of your podcast.

Learn more: Key Tips For Creating an Effective Editorial Calendar

3. Sponsor a podcast or become a guest speaker

If creating a branded podcast is a challenge for you, you can find opportunities to become a guest speaker on another person or brand’s podcast or vlog. By becoming a regular guest speaker on these podcasts and audio shows, you can gain a loyal audience. You can also consider sponsoring a few episodes of a podcast or an audio show. Before advertising or sponsoring a podcast, you need to keep a few things in mind.

For starters, find out which podcast suits your brand. Different podcasts have a different set of audience. For example, GirlBossOpens a new window runs podcasts that predominantly revolve around women’s interests. Hence, the podcast and the audience will not be the right fit for a men’s care brand. Secondly, you need to understand the various types of ads and the associated costs. You should also measure the ROI as it will help you understand how your ads are performing. If you are advertising on multiple podcasts, you will also be able identify which one warrants more spend and which one does not.

4. Create and stream live audio on social media platforms

Besides podcasts, social media platforms offer ample opportunities to create and stream live audio content. In 2016, Facebook launched its new tool, Live Audio. On its blog, Facebook said that the platform will help publishers to tell their story only through words instead of videos. Similarly, Twitter and its Periscope platform allow you to create live audio-only broadcasts.

Besides Facebook and Twitter, there are several lesser-known audio-focused social platforms such as Riffr, Listen, HearMeOut, and AudList. For example, AudList is a free social platform that allows you to create both long and short audio pieces. It also helps you interact with other audio content creators. Riffr is another social platform that allows you to record, upload, and post audio clips as well as connect with people. A few podcast creators have already started using these social platforms to post their audio content.

5. Leverage advancements in voice technology to deliver content

“Hey Siri, how is the weather outside today?” or “Alexa, what time is my meeting with X?” These are some of the popular phrases you may have heard in recent times.

Content search has been increasingly moving toward voice search ever since Apple launched Siri. The trend further gained more popularity after the launch of voice assistants like Amazon Echo, Cortana, and Google Home. In fact, Amazon has been leading the growth in smart speaker ownership, with 76 millionOpens a new window customers having “smart speakers” in their homes. Then, there has been a continuous influx of voice-activated devices, including smart thermostats and smart cars. According to comScoreOpens a new window

To take advantage of this trend, you need to optimize your content for voice search. This works like optimizing your content for search engines. For example, target search phrases and questions instead of keywords. You can also create audio snippets that provide a short and quick answer to the search query.

Learn more: Audio Advertising Comes of Age

6. Create short and long-form audiograms

Audiograms are recorded soundbites that can help you explain or promote something. These could be short audio snippets or long-form recordings. However, unlike advertisements, you do not need to pay for them. Nor do you need to have a call-to-action.

Short audiograms are essentially audio snippets that can overlay an image. These can be posted on your website and social networks like Facebook, Instagram, and Twitter. One of the best use cases for a short snippet is if you need to explain an image or an infographic. You can also make use of longer audiograms of more than 30 seconds as per your need.

Several brands and organizations such as WNYC, the public radio station, have worked with audiograms and posted them on their social media platforms.

Summary

There are several ways you can use audio marketing to boost your brand. However, you need to first identify your marketing goals and brand voice. It is also necessary to identify what type of audio content your target audience consumes and what devices they usually use. Are they avid listeners of podcasts? Or do they use smart home technology? Make sure that you have considered these aspects before choosing an audio format to go with your brand strategy.

Are you using audio marketing as part of your marketing strategy? We would love to know how. Share it with us on FacebookOpens a new window