With the popularity of podcasting and platforms like Clubhouse and Twitter Spaces, many brands are jumping on board with audio content.

It’s become a pretty powerful way for them to connect with their audience on a much deeper level and to establish the all-important Know, Like, and Trust Factor.

In this #ContentWritingChat, we talked about the benefits of adding audio to your content strategy, how to have engaging conversations, and more. With these tips, you’ll become a social audio and podcasting pro in no time at all.

#ContentWritingChat Recap: Speak Your Content: The Case for Social Audio & Podcasting with Jennifer Navarrete

Our guest host for this month’s chat was Jennifer Navarrete. She’s a virtual event producer, has been podcasting for 16 years, and is the founder of #NaPodPoMo. If you follow her on Twitter, you’ll be sure to find her sharing voice tweets and going live on Spaces, so it’s pretty clear she has a passion for audio content.

Q1: What are some of the benefits of audio content and how will a brand know if this is the right move in terms of content creation?

In terms of benefits, Jennifer feels audio content is great for multitaskers. You can easily tune into a podcast or a live conversation on Twitter Spaces while you’re doing household chores or getting outside for a walk.

Before you dive into creating audio content, it’s smart to ask your audience if it’s something they’re interested in. Everyone has preferences on how they like to learn things, whether it’s through blogs, videos, or podcasts. If they’re excited about the idea, you’ll know to move forward.

As Shawn said, the overall experience is enhanced with audio content. People are able to better detect your emotions and passion through the way you’re speaking, often making it a more powerful experience.

Audio content gives you the opportunity to humanize your brand, as people will be able to get to know you on a deeper level.

Q2: Twitter Spaces and Clubhouse have become pretty popular. How can you make sure these live conversations are engaging to keep listeners interested?

Jennifer’s advice is to utilize the Nest within Spaces. Use this area to share additional information that can help shape the direction of the conversation.

With Clubhouse, her advice is to utilize Clubs and to schedule your events ahead of time. It’s a great way to give people the opportunity to see what’s coming up next so they can plan to join.

Q3: When a talk on Spaces or Clubhouse ends, it’s gone for good. Is there a way to repurpose these conversations so those who missed out can still benefit?

If you want your Twitter Spaces to have a longer life, Jennifer recommends trying Happs to livestream your Spaces and record them for playback later.

For those using Clubhouse, consider clipping and sharing 30 seconds of audio from your conversation. And be on the lookout for recording options in the future.

As Joanna said, many people are already recording their Twitter Spaces and Clubhouse rooms to create audio replays for their audience. Another option is to write a blog post based on the tips shared in the live conversation.

Try taking notes while you’re live and use them to create a blog post recap of all the best tips that were shared.

Shawn suggests recording the conversations and uploading them to SoundCloud later. You can even share them on your blog with custom graphics.

Q4: What are some tips you would offer to someone before starting a podcast?

Jennifer’s advice? Get started! As she pointed out, you have the necessary tools with you right now (your phone), so there’s no reason not to go for it.

Kushlani suggests planning some relevant and timely topics ahead of time. It’s always good to brainstorm some ideas before diving in so you’ll have plenty of topics to discuss.

Mack also finds planning to be really helpful. His advice is to plan your schedule and. the first two months (or two weeks) worth of shows so you’ll have plenty of content lined up and ready to create.

Don’t feel the pressure to script your episodes in advance. Give yourself the opportunity to just let the conversation flow for a truly authentic experience.

Q5: How can you promote the podcast to consistently bring in subscribers and generate downloads? What about promoting your talks on Spaces or Clubhouse?

If you want more people to check out your podcast and your Twitter Spaces, you have to spread the word. Tell people about what you’re doing because you can’t expect them to just figure it out on their own.

As Jennifer said, we all like storytelling, so find a way to tell the story of what you’re creating to build up to your actual launch.

By teasing podcast episodes ahead of time, you can get people excited for what’s coming up. It gives them something to look forward to. Consider recording a snippet of the conversation as you’re recording and sharing it to your social media platforms like Instagram Stories.

Make use of your existing social media channels, your email list, etc. to let people know about new podcast episodes and live conversations on Spaces or Clubhouse. To gain more exposure for your podcast in particular, you can seek opportunities to be a guest on other shows.

Q6: Is it necessary to invest in audio equipment? If so, what would you recommend?

These suggestions from Jennifer are fantastic for getting started with creating audio content.

Just remember that you don’t need to break the bank. There are plenty of affordable options that will still produce quality results.

At the end of the day, quality is key with audio content. You need to have crystal clear audio, otherwise people won’t tune in.

Luckily, our phones produce some pretty great audio, so you can always get started with that if you aren’t in a position to invest in equipment.

Ultimately, you can’t let the lack of fancy equipment stop you from getting started. Jump in with what you currently have and upgrade later.

Q7: How will you know if audio content is paying off for you? Are there specific metrics to look for when it comes to both social audio and podcasting?

You need to know what success looks like for you. As Jennifer said, get clear on your KPIs so you know which metrics to pay attention to.

Mack says to check things like number of downloads and time listened when it comes to your podcast. This gives you an indication of whether or not people are interested and listening to the very end of your episodes.

Want to join us for the next #ContentWritingChat? Mark your calendar for the first Tuesday of every month at 10 AM Central and we’ll see you there! Don’t forget to follow @ExpWriters to stay updated.

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