What is a good Audio Strategy?

By Erica Famojure

26 March 2020

You know why your business needs an audio strategy. You know audio and voice technology drive business goals. But what makes a good audio marketing strategy?

A holistic audio marketing strategy includes more than one approach. From branded podcasts to voice tech optimized websites, here are five examples of good audio marketing strategies and the brands that are doing them well.

Voice Tech Optimization


There’s really no way around it – voice technology is a part of daily life. Over half of people ages 18-50+ speak to their voice-enabled devices at least once a day. By 2023, 8 billion voice assistants will be in use. Voice search is the preferred online search method at least half of the time now, making voice tech optimization vital to SEO.

Carefully formatting articles makes content more accessible through voice assistants. The Voice Tech Podcast site provides numerous examples of this. Each section of a VoiceTech Podcast article is broken down into subsections. Structuring content in an easily digestible way increases the chance of ranking for a voice search.

Alexa Skills

As the leading digital assistant for voice-controlled apps, Amazon’s Alexa exists on a number of smart speaker products – 100 million of which have been sold.

Creating an Alexa skill for your business seamlessly integrates your brand into your audience’s daily routine.

The Todoist Alexa skill lets you effortlessly add items to your to-do list by speaking to your Alexa device.

Creating branded voice tech skills and ensuring your content is optimized for voice search connects your company to how consumers interact with their devices.

Audio articles


Blogging is one of the most important resources for marketers. While content writers spend almost 4 hours writing a blog post, readers typically only spend 37 seconds reading it.

Good audio marketing can help.

People may spend less than a minute reading a blog post, but they spend close to an hour and a half consuming digital audio. Among podcast listeners, 80% listen to an episode in its entirety.

This is because audio content enables consumers to multitask and take content with them on the go.

Content marketers discover easily digestible articles on the Content Marketing Institute’s blog, Convince and Convert and InspireFirst. The audience listens to the articles via the on-site player that generates an audio version of every article.

Making your written content available through audio is convenient for your audience and increases engagement.

Branded and Sponsored Playlists

On average people spend about 18 hours a week listening to music. Top music streaming app, Spotify, boasts 232 million monthly active users.

If there is a near-perfect medium for companies to build loyal, personal relationships with their audience, it’s music. How can brands get in on the vibes? Playlists.

Create a brand playlist

Whether we notice it or not, sound is an essential part of brand identity. When you walk into a store, the background music sets the tone for your shopping experience–pop music in a clothing store or smooth jazz in a coffee shop. Companies play the music they know their audience loves, signaling to the customer that they’re in the right place.

You can replicate that feeling digitally by curating a brand playlist to develop your brand’s voice and credibility.

Keeping their customer’s needs in mind, athletic apparel retailer GymShark has many workout playlists on Spotify spanning several music genres. Brand loyalists and prospective customers head to GymShark’s Spotify profile to find music to accompany their workouts.

GymShark also partners with leading fitness influencers who create tracklists with the brand. These collaborations show that GymShark knows its customers well and is all about the #fitlife.

Playlists are a great way to showcase your brand’s personality. Curate a playlist of songs that expresses the vibe of your brand, or take it a step further and release a mixtape of original music like Wendy’s.

Sponsor a Spotify-generated playlist

Thirty-three percent of listening time on Spotify is exclusively on Spotify-generated playlists. Sponsoring a Spotify-generated playlist promotes brand awareness as Spotify weaves your ads into the playlists your target audience is tuned into.

With rising digital audio consumption, including playlist sponsorships in your audio marketing plan may boost your brand awareness efforts.



Fostering human-to-human interactions is important in the digital world. People want more personal connections with brands – 72% of consumers feel more connected to a company when its employees share information about the brand.

With over 60 million attentive weekly listeners, podcasting effectively connects the people behind a brand to an audience eager to learn and engage.

Code[ish], by the cloud platform Heroku, is a prime example of a podcast that elevates the business-customer relationship from transactional to personal. Produced by Heroku employees, Code[ish] topics include team culture, insider tips, helpful tools, and interviews with fellow industry professionals. The podcast creates a space for Heroku to share what’s on the horizon for the brand and keep the team connected to their audience.


Microcasts are mini-podcasts made for social sharing . A major benefit to microcasts is the ability to add them to playlists. Users can sprinkle these mini-episodes into their music playlists where longer episodes may interrupt the listening flow. They’re a great tool to hyper-focus in on a single topic or make a brand announcement.

Social Media Audio Posts

Over 3.8 billion people are social media users – that’s nearly half of the world’s population! On average, users around the world spend almost 2.5 hours engaging with social media every day.

While visual content is the main attraction for most social media platforms, creating compatible audio content is a great way to increase brand awareness and boost engagement.

Sharing audio posts on social media used to be difficult, however, apps like Anchor and Wavve make it easy to turn podcast clips into shareable audio posts.

Podcast distributor and producer WNYC Studios shares 60-second audio clips with their Instagram followers. These short clips feature sound wave bars, images, and captions and advertise newly released podcast episodes. When users scroll through their Instagram feeds, they’ll see the audio posts and then open up their podcast app to listen to the latest episode.

A good audio marketing strategy is multifaceted. You can produce educational podcasts or become a musical addition to your customer’s daily soundtrack. Successful audio marketing strategies leverage the platforms your consumers tune into and make opportunities for your brand to be heard.

If you’re ready to have your content seen and heard, start by getting your free audio player here.