When creating marketing collateral, most marketers tend to gravitate towards the written word. But while written materials should be the primary collateral, supplementing the standard assortment of written case studies, fact sheets, brochures, and white papers with audio is a smart move.
Marketing with audio has many benefits. For on-the-go prospects, it’s easy to transfer an audio file to an MP3 player and listen to it while on the road. Audio also lends a ‘human touch’ to your marketing, allowing prospects to get to know your organization on a more personal level. And finally, some prospects simply prefer listening over reading — and creating audio collateral may be the best way to reach out to these prospects.
Here are seven ideas for adding audio to your marketing collateral:
Expert Interview: Select a focused topic your prospects want to know about, and then have an interviewer record a conversation on the topic with a subject matter expert from your organization. This interview can be distributed on your blog, through an email to prospects, or on your company website or microsite.
Webinars: A topic too big to cover in a brief interview is good subject matter for a webinar — a one-way audio conference (often accompanied by PowerPoint slides) conducted over the Web. Send out several emails in advance to prospects asking them to RSVP, and consider offering an e-book or white paper as incentive to attend. The live webinar can be recorded and used as marketing collateral in the future.
Teleconferences: When participants have many questions about a specific topic, a teleconference is a useful tool. Start with a brief overview of the topic, and then take questions. Participants can also be asked to submit questions in advance so your subject matter expert can be well-prepared. Again, the teleconference should be recorded and re-purposed in your marketing program.
Supplement Collateral: When you create a white paper or special report, why not create an audio supplement to that material? It can be as simple as an interview with the subject matter expert expanding or rehashing the content of the white paper.
Question of the Week: If your organization gets frequent questions from prospects, why not answer one of these questions each week in an audio format? This could make a good topic for a company blog, or simply add valuable content to your organization’s website.
Audio Testimonials: Written case studies are great, but sometimes it helps to hear stories of success from a satisfied client in their own words. Have an interviewer from outside your organization call up a satisfied client and record the conversation (after getting the okay from your client, of course!). Then, use this recording to supplement your collection of written customer success stories.
On-Hold Messages: When your callers are on hold, you have a captive audience. Any of these pieces of audio collateral can be used as your organization’s on-hold message to make use of that marketing opportunity.
Megan Tsai is a copywriter, marketing consultant and content strategist. She creates custom content — including audio interviews — for companies and advertising agencies across the country.
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