audio marketing strategy  - ronn torossian 5wpr ceo

As the world of audio continues to capture the attention of the public, marketing experts must think carefully about how they can connect with their audience. Whether it’s the lure of smart speakers or audio books there, seem to be countless ways to engage people through audio these days. Companies simply need to discover the best way to get their voices heard.

The good news is that investing in audio content isn’t as complicated as it seems. In fact, there are plenty of ways to infuse audio into a marketing strategy without spending too much money or time on creation. With a little imagination, brands from any background can unlock a brand-new way to reach out to their audience. Here are just some ways to use audio in a modern marketing campaign.

Branded Podcasts

Podcasts are increasing in popularity lately as many companies discover that their audience wants a way to connect with their audience when customers might not be able to sit down and read through an entire article or eBook. A podcast is a good way to discuss complicated topics with your audience and even give them a behind-the-scenes look at the personality of your company.

Branded podcasts are also a great way for companies to demonstrate their authority in a particular space. Some businesses even invite other industry experts to come along and contribute to podcasts with Q&A sessions.

Audio Versions of Existing Content

While written content is great, it’s somewhat limited as it only makes an impact on an audience once. With written content, companies can only reach out to customers who have the time and desire to sit down and read through paragraphs of text. On the other hand, there are plenty of people out there who would love to hear your information – but don’t have time to read it. Audio content is much easier to consume, and it’s a great way to repurpose your existing content assets.

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Take your white papers, eBooks, and articles and look for ways that you can convert them into audio guides or audio books instead. You don’t need to do much investing to embrace this idea – as the content is already there and ready to use. When you record the spoken versions of your content, just make sure that you choose a speaker who can infuse your words with spirit and energy.

Social Media Audio

Social media is a great way to build connections with your audience. In a world where customers want more transparency and authenticity from the brands that they buy from – audio gives a sense of humanity to your brand. With social media you can release small snippets of audio content that are designed to engage and delight your consumer base. For instance, Facebook Live audio is ideal for businesses who want to embrace the “live” social trend.

Audio is easier to tune in to than video as it allows customers to maintain their visual attention on something else – like the road or their work. At the same time, for brands, audio content is often easier to create and much less expensive too.

5WPR CEO Ronn Torossian.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.