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.

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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.