Internet Marketing: Content Trends of 2019 – Audio Content and Podcasts
During the rise of television, the main concern at the entertainment industry at the time was that visual media will one day erase the concept of audio entertainment. There is even a song about it, which ironically, debuted first on the famous ’80s and 90’s music channel MTV. Producers worried that the presence of visual media would create a shift in priorities for visual appeal over sound quality. Broadcast stations were terrified of television replacing radio completely. However, that didn’t happen. Instead, it found a new life elsewhere.
Radio broadcasting simply changed location from the living room to cars and department stores. Eventually, audio commentary, dramas, and new genres of music would gain notoriety through the digital age in a new form. Once streaming audio and video from the internet became a concrete concept, the use of audio for entertainment in a world of digital multitasking became mainstream.
These days, anybody can create their own popular audio content, and will even engage in internet marketing tactics in hopes of increasing the popularity of their audio recordings. Either through sponsorships or crowdfunding, a lot of popular audio content has succeeded in raising money for various causes or personal profit.
Anybody with recording software and internet access could create and share their own content. However, if Sturgeon’s Law is in effect, then 90% of it all is hot garbage. So, we are going to talk about how to make sure your audio content and podcasts are worth listening to.
Get Good Equipment
Podcasting or using any other audio platform requires a level of know-how in the realm of audio recording and editing. While I understand that not everyone can afford top of the line equipment, if you go far too cheap with it to the point that you can’t record your audio without the sounds of cracking or popping, you are going to end up with poor quality results. People want to listen to something that is easy for them to hear and understand.
A great artist might be able to work with the poor materials that are handed to them. However, people are not patient. Especially when you are on the internet. Bad equipment is always a risk for alienating your audience if there are too many technical difficulties.
Focus on Ambiance
Mood is everything when you are focusing on either visual or audio work. It can denote when something is shocking, happy, sad, or disturbing. This depends on the sounds used and its execution. Do you want to make people feel afraid in a horror narration podcast? Add small sound effects to make people feel hyperaware, like breathing, and footsteps. Do you want your audience to feel calm so they can listen to your commentary? Play something soothing that fades into the background of your analysis.
A nonvisual medium like podcasts and radio utilizes non-diagetic sounds. Non-diegetic sounds are sounds that are outside the parameters of the story or acting. Background music, commentary overlay, and anything else nondiegetic can combine with dialogue to create a mood or atmosphere that can reflect the intent of what you want listeners to feel.
People identify with what they are listening to if they feel immersed in the audio. Speaking of immersion…
Engage with Guests
Maybe you want to encourage people to post more comments on your page? Or, maybe you just want to add some extra layers to a bunch of text you are reading out loud. Well, just because people are listening doesn’t mean that they always want to be passive participants. Sure, some people might listen to podcasts while participating in another activity. But, others might want to engage with others who make their content.
You can directly address your audience in a variety of ways. Offhand commentary in between bits of information is a great way to get listeners engaged with the person behind the voice. Sometimes having an open chatroom when doing a live recording session. Even asking audience members to vote on something like what topic you should cover next or asking them a direct question can be enough to encourage listeners to participate.
Either way, the more your listeners will participate, the more likely that your platform will become relevant and popular in relevant social media channels.
Audio content can be a good internet marketing tool. Especially, if you know how to use it properly. If you are new to the world of podcasting and are not used to the nuances and sound direction that is involved, you might want to talk to someone who knows recording and editing. Listen to some proper examples of internet marketing and its traditional radio counterparts. There are also plenty of tutorials out there on social media so you can get started!