Podcasts currently have a significant reach but a relatively small number of creators. While not every business needs to start a podcast, this shows that audio is an untapped avenue for growth.
The problem, of course, is that audiences don’t want any old audio. The quality of the content and recording has to be good enough that people want to listen. While writing content is important, producing high-quality audio is notoriously difficult. The cost, time, and technical expertise are what keep many writers from getting into the audio business.
At the same time, innovative marketing-leading startups know how important their corporate identity is. Audio can help shape this. Now, with access to AI tools, studio-quality audio is within reach. From branded podcasts to narrated newsletters, there are plenty of inexpensive ways to incorporate and scale audio culture into your startup. Here are a few:
Launch a company podcast
This is just the tip of the iceberg when it comes to the possibilities of audio, but it’s the one that usually comes to mind when the topic comes up. And for good reason: corporate podcasts have huge potential to share industry expertise, build community, and establish your startup as a market leader. Inviting relevant guests, for example, is a great way to expand your company’s reach and put it at the forefront of the most important conversations in your industry. Sharing corporate content also helps with talent acquisition by clearly communicating your company culture and mission to potential applicants.
With AI, you can input your thoughts and the AI will generate scripts, talking points and even audio, making podcasting a part of your daily life rather than a drain on your time and wallet. Whether it’s a summary of the biggest headlines in your industry or an in-depth analysis of a particular news article, producing informative audio content on a regular basis is a surefire way to make it part of people’s daily lives.
Create your own podcast ad
If you’re still hesitant to start your own podcast, advertising with existing podcasts, podcast networks and streaming services like Spotify is a great way to harness the power of audio. Research has shown that regular podcast listeners in the UK are generally more affluent, better educated and more likely to be employed than the general population. Securing advertising space is an obvious way to reach these coveted consumers. Similarly, if you’re looking to reach other businesses, sector-specific podcasts often have avid listeners.
Do your research and find out what your target audience pays attention to. Social media is a great place to start this research (people love to share their favorite episodes). Once you’ve narrowed down and reached out to the podcasts you want to advertise on, AI tools are a great way to create ads without the hassle and expense of a studio.
Invest time into your sonic branding too. It’s nothing more than an audio version of your logo. Very few brands realise its enormous power, but those that do it well can become truly iconic. McDonald’s, Netflix and Haribo are just a few examples that spring to mind. Don’t miss the chance to make your brand known.
Turn your blog posts into audio snacks
Startups often have a ton of existing written content, such as blog posts, that could be turned into audio. Repurposing past blog posts breathes new life into these articles and provides the basis for ready-to-go “snack” clips. Evergreen articles, such as team meet-ups, are perfect for this. Using AI tools, you can turn these posts into audio in seconds. You can also use AI to get a colleague to narrate an interview for your company by providing them a sample of their voice, even if they’re not in the room.
Other examples of written content that can easily be brought to life with audio include weekly roundups of industry news or daily newsletters. Providing these in audio format increases accessibility and engagement, and they’re often the perfect length for people who want to stay up to date on the go but are time-pressed or want their hands free.
For presentations and social media posts
Whether you’re soliciting investment or attracting new business, adding audio to your presentations and social posts makes them more compelling. Client testimonials, for example, may read beautifully when read carefully, but may be overlooked in a presentation due to text-heavy slides and reading fatigue. Playing audio alongside these quotes can maximize their impact. AI tools like Wondercraft’s “Parrot Mode” can now adjust the tone and intonation of dialogue so it reflects the enthusiasm with which these testimonials were written.
Background music and audio-guided product demos are other great examples of using audio in presentations and social media. Not only do these additions increase accessibility, they also help build credibility, increase audience engagement, and establish brand identity.
Produce audio in multiple languages
For startups looking to expand, producing audio in the native languages of your target countries is a highly effective way to reach international audiences. Taking this step demonstrates credibility, provides a personalized experience for listeners, and improves SEO rankings in new markets.
The great thing about advancements in AI technology is that all the audio formats mentioned in this article can be easily translated into multiple languages at almost no cost. Startups can also edit the audio output to suit different cultural preferences or to incorporate other countries’ news agendas. These translation tools open the door to new horizons and help maintain consistency in your brand identity.
Oscar Selander is the co-founder of Wondercraft.
