Pop quiz: This activity (that you do everyday) can be mixed into your content marketing efforts:
(cue the Jeopardy music).
If you said “what is talk,” you win (and I’m not even Alex Trebek). Here’s why:
When you talk, you create audio (brilliant concept, right?) It is pretty simple. But it’s often made a lot more complex.
Futurist Gerd Leonard believes that the future of media is through content and creativity. If we look towards the future of content in particular, audio will play a big role. Google Glass is paving the way with a “vibrating element” that provides audio to the wearer “via contact with the user’s head.”
The Minority Report era may be here, but have no fear. Learn how to use it for your advantage. While there may not be a need for Google’s bone sound vibration for your business (unless you’re a navigation company), you can certainly take advantage of where we’re heading with technology. Here’s how:
Understand that audio is one of the most intimate, effective ways to communicate with customers.
It makes your business human, and it makes your product or service come alive. It also creates transparency. And if you decide to create audio podcasts to show thought leadership your industry, you’re literally using your “authentic voice.” And authenticity? It matters.
A leader in the field is Mitch Joel, who consistently releases audio content each Monday for his Six Pixels of Separation podcast, and allows listeners into his conversations about digital marketing and media. The quality of the audio itself and the depth of the interviews are consistently good, and it’s a great example of branded content.
Invest in Quality Equipment
Expensive Sennheiser mics may be out of your budget. But that doesn’t mean you have to create low-quality. I highly recommend that you not use the built-in mics that come on your computer. The majority of the time, they produce low-quality audio (yes even your Macbook).
Invest a small amount of money into a microphone that has usb output that connects to your computer for digital recording.I’ve had great experiences with this Audio Technica mic, and also use professional headphones to edit.
GarageBand is a good option to record the audio if you have a Mac. If not, Audacity works well too. The equipment that you use can make or break the quality. Don’t let a few bucks here or there get in your way.
Create a content strategy
And be consistent. Audio podcasting is for the long-term. Put a plan in place that allows you to record the audio on one date, edit on another, and then publish (publishing weeks later is always a good idea to give yourself time). Even if you think you have a strategy in place, plan even more. Creating audio content is time-intensive and expensive. Know what you’re getting into, and collaborate with others if you have limited resources.
Market and Distribute Your Audio Content
Getting featured on the iTunes splash page is a quick and fun way to skyrocket your audio content. Apple provides some tips for how to do this. But before you get famous, you’ll need to first submit and get approved to the iTunes by following these guidelines.
Do you use audio in your marketing? Please comment below.
Image: Aural Asia (Creative Commons)