Bringing Audio to Your Content Strategy

Bringing audio into your content strategy - #TwitterSmarter chat with Dakshin Adyanthaya - October 22, 2020

At #TwitterSmarter, we talk a lot about video and how effectively you can use videos to build your brand and nurture your community. But we’ve never spoken about video’s less-popular cousin, audio. Just as the case with video tweets, audio can also be a great way for you to establish your brand. This week, we invited digital marketing expert, Dakshin Adyanthaya, to talk about leveraging the power of audio. Here’s a summary of our chat.

Guest: Dakshin Adyanthaya
Topic: Bringing audio to your content strategy
Format: Eight questions directed at the guest. Everyone’s welcome to share.

Q1: Why is audio such a great format for social media?

Audio is perfect for people who’re uncomfortable facing a camera. Not only does it give your brand a voice, but it’s also relatively cheaper than video, considering the camera work and editing involved.

As Nick mentioned, audio is also instantly accessible. It’s a great way to extend your Twitter character limit and connect with your audience on a deeper level.

Q2: How can you use audio in your social media content strategy?

There are so many ways to use audio in your content strategy. For example, just as you would create a video or GIF to promote your events and podcasts, you can also create an audio snippet. It works well with images or videos where you’re behind the camera. Why, you can even share an audio of you reading a paragraph or two to promote an ebook or blog post.

Taylor from GiveWP shared a special note for podcasters and interviewers. He emphasised the importance of properly structuring your audio pieces. That way, when you choose to cut a snippet for social media sharing, it’ll still be relevant and easily consumable. He also shared an article of tips and best practices for structuring your interviews. Have a look.

Here’s a helpful tweet example from Madalyn about how a voice tweet sounds and appears.

Q3: Why do most people shy away from creating audio content?

One of the most common reasons people avoid audio is because they think it’s a complex and lengthy process. Sure, that was the case many years ago, but now, it’s almost effortless to record and publish your audio content. Often times, smartphone quality is just as good as professional equipment.

Steven echoed Dakshin’s observation, saying that people get overly conscious and worry about being perfect.

Another common concern, as Rachel from Express Writers mentioned, is not having anything valuable to add. It’s a mindset that’s related to what you offer and how useful you can be to your audience. It can be a tough one to overcome, but it’s important to get out and do it anyway. That’s the best way to power through emotional doubt.

Q4: How can audio tweets help businesses?

It’s great for personal branding, of course! Just as the case with video, audio is a powerful medium to showcase your personality to your audience. What’s more, as Dakshin suggested, you can also repurpose your visual content as audio, and even try voice ads on audio streaming sites such as Spotify and Audible.

Another great use of audio content is in customer support, as Kelly suggested. Especially when you’re offering directions, it’s easier for your audience to listen to you as they try it out, instead of having to read all the steps. Because you’re not limited by characters, you can also make sure your audio directions are more explanatory.

And as Christine so rightly said, not a lot of people use audio. That’s why it’s a option to stand out from the crowd.

Q5: What are some points to consider when you’re making an audio tweet or podcast?

There are a few key points you should always remember, like avoiding slurs and investing in good resources—whether a microphone or freelancers who can do the job well.

The most important of them all, though, is that you should tell a compelling story. This is true of any type of marketing, but with audio, you don’t have much else to capture and retain your audience’s attention. Make sure you have a clean thought process and if you’re making podcasts, see that you plan long term. Nothing sadder than a podcast that starts off on high energy, only to burnout and disappear after a handful of episodes.

Another good point that Megan mentioned is to ensure you’re in a quiet spot without distractions. It can even become a copyright infringement if you’re recording in a cafe where there’s a live violinist, and their music spills into your audio.

And as Linda reminded us all, it’s essential that you don’t try to be someone you’re not. When you’re publishing audio material, because there’s not much else for the audience to focus on, you’ll have their entire attention. And even if you make a small slip, like a fake accent, swearing, or an inappropriate comment, people will notice.

Q6: What are audiograms, and how can you create them easily?

Audiograms are audio snippets accompanied by a static image, an animated video, or text. Common presentation software and tools like Wavve and Canva let you create audiograms easily. Here’s Dakshin’s example.

You can add elements like waveforms, subtitles, and progression bars just like Dakshin has in that example above.

Q7: What are some tools you can use to create audio content?

Dakshin recommends Spotify’s Anchor app for recording, editing, and publishing. He also suggested Zoom and Skype where you can record high-quality interviews and then edit on Audion by Adobe. VeedStudio is ideal for adding subtitles and progression signals.

As Jim mentioned, StreamYard also lets you record and then download an audio file that you can distribute in various ways.

David mentioned a host of tools that can help throughout the lifecycle of making audio content. As he said, record on Zencastr, edit on GarageBand and Ausbus, capture transcripts using Otter AI, and then distribute on Anchor.

Q8: Name some great podcasts you listen to and recommend?

Our guest’s favorites are Seth Godin’s Akimbo and The Joe Rogan Experience. Dakshin himself has a podcast where he talks about digital marketing. Check it out!

Gene recommended his favorite, the John Maxwell Leadership Podcast.

Our chat regular Sarah likes The Email Marketing Show run by #TwitterSmarter regulars Rob & Kennedy and Amy Potterfield’s Online Marketing Made Easy.

If you’re looking for new podcasts to explore, start with Madalyn’s big list, featuring School of Greatness, Life Coach Podcast, Headspace, and more.

Well folks, that’s all from me today. Thanks for reading, and for more great insights from our chat with Dakshin, have a look at this Twitter Moment that Joana put together. And if you have some time to spare on Thursday, join us at 1pm ET for our next #TwitterSmarter chat.


About me, Narmadhaa:

I write all things—technical and marketing copy to fill the pocket; haiku and short stories to fill the soul. A social media enthusiast, I’m a member of the #TwitterSmarter chat crew, and always happy to take on writing gigs.

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