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
Happy Tuesday and welcome to another #ContentWritingChat! This one is all about audio 🎙 content.
Our guest host for today is @epodcaster. She's a virtual event producer, a 16-year podcaster, and the founder of #NaPodPoMo. pic.twitter.com/B5gtOjYDzV
— Express Writers | Your Content Writing Partner (@ExpWriters) October 5, 2021
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?
A1a: Benefits – Audio content is ideal for multitaskers. Folks who are exercising outdoors, driving, gardening, etc. It is difficult to read a blog or watch a video, but pop some earbuds in and folks are ready to listen to your message. #ContentWritingChat
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A1b: A brand should consider the preferences their audience has for consuming content. Some prefer to read, others to watch, and there are those who prefer to listen to your message. I recommend NOT ignoring up to 1/3 of your audience. #ContentWritingChat
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A1: The experience of your content is enhanced.
With written content, people read and infer meaning.
With audio content, they attach inflection, sentiment, and tone. #ContentWritingChat— SPW ✍️🤓 (@ShawnPaulWood) October 5, 2021
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.
A1: It’s all about being more personal. We’ve come through a cultural shift for all marketing, people want to know who is behind the business and there’s nothing more authentic than your own voice with its emotive tones and accents – nothing is more YOU. #ContentWritingChat https://t.co/dKqvql8EDl
— HaroHelpers (@HaroHelpers) October 5, 2021
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?
A2a: In the case of Twitter Spaces, make use of the Nest at the top to share relevant info, links, polls, etc This allows listeners to go learn more and go deeper. If applicable use hashtags in title. #ContentWritingChat
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A2b: Clubhouse has Clubs which allow folks interested in what you have to say to join and get notified anytime you are live. Plus the multiple event scheduling and calendar options are fantastic ways for folks to save & stay aware of your events. #ContentWritingChat https://t.co/dNYb3f3aTW
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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?
A3: There are third-party tools which have stepped in to fill the need. Such as @HappsTV which will both livestream your Twitter Spaces session and record it so anyone who missed it can listen back later. #ContentWritingChat https://t.co/DuDtlr8a4t
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A3b: Clubhouse recently announced the ability to clip and share 30 seconds of audio and soon the option to record the full session.
Twitter is also beta testing the recording feature. I expect it'll be available soon. #ContentWritingChat https://t.co/DuDtlr8a4t
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
a3
yes. there are some talks (at CH or Spaces) that are recorded and then shared as a podcast.you can also write a blog post about the conversation and then split this article into infographics, quotes & other pieces of content for tw, linkedin, fb. #ContentWritingChat
— 🟣 joana rita sousa 🦄 💩💎 (@JoanaRSSousa) October 5, 2021
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.
A3: You can take notes and write a blog about it! @JKatzaman does a great job with blogs from twitter chats. #ContentWritingChat
— Kushlani De Silva #fitmarketing (@kushlani_ds) October 5, 2021
Try taking notes while you’re live and use them to create a blog post recap of all the best tips that were shared.
A3: If they are recorded, why not capture them on @Soundcloud, archive them on your blog, and make graphics from that point? #ContentWritingChat pic.twitter.com/jbx10opScb
— SPW ✍️🤓 (@ShawnPaulWood) October 5, 2021
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?
A4: You have a mission and a message. Podcasting and social audio are ways for you to share that message.
Get started simply. Your mobile phone + app = production studio in your pocket. #ContentWritingChat https://t.co/Jz2IHOqrxM
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A4:
Find a good set of topics (relevant and timely)
Give yourself the space to discuss content freely
Plan when you want to release each episode. #ContentWritingChat— Kushlani De Silva #fitmarketing (@kushlani_ds) October 5, 2021
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.
A4 Figure out what your topic will be, the schedule, and script out at least the first 2 months worth of shows or weekly podcast or first 2 weeks for weekday show. Decide what outcomes you need #contentwritingchat
— Mack Collier (@MackCollier) October 5, 2021
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.
A4: Don’t overthink it. It’s great to plan, but no need to script. The beauty of social audio ARE those raw, unedited, authentic moments of mishaps and sudden, diverted streams of consciousness. Just let it flow. #ContentWritingChat https://t.co/dEfZ8B0ZNu pic.twitter.com/bg3RP4OOrZ
— HaroHelpers (@HaroHelpers) October 5, 2021
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?
A5a:Utilize ALL of your platforms & content creation options. Your podcast or social audio cannot live in a silo and be successful. I like to breadcrumb and take folks on the journey with me. #ContentWritingChat https://t.co/gUXHDOAYQr
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A5b: I will share what I’m going to do and take folks on the journey leading up to launch. Then tell tell them how it went and what I’m doing next. We all like storytelling. So tell yours. #ContentWritingChat
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A5: Tease your episodes ahead of time. For instance, you can post to your Instagram Stories a short snippet while you're recording the episode. It gets people excited and gives them something to look forward to. #ContentWritingChat
— Rachel | Mindset Coach + NLP Practitioner (@rachmoffett) October 5, 2021
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.
A5b: As well as using all of your socials, your group chats, get interviewed by other podcasters to get shared there, wherever you can advertise, make your voice heard (excuse the pun) #ContentWritingChat https://t.co/gPZgCRjCTR pic.twitter.com/YqjADTRFXB
— HaroHelpers (@HaroHelpers) October 5, 2021
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?
A6: Yes & No
There are four levels of podcasting:
Lvl 1: Mobile + Apps
Lvl 2: USB Mic + Computer + Software
Lvl 3: Home Studio
Lvl 4: Work with Podcast Producer (virtual or in studio)In Levels 1 & 4 you already have what you need. #ContentWritingChat https://t.co/yptVPk9SVE
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
These suggestions from Jennifer are fantastic for getting started with creating audio content.
A6b: Regarding equipment – Strive for the best you can afford, but even lower priced mics can sound good with the right room treatments. Record in a large room & you will have a thin echo sound. Record in your walk-in closet for a warmer rich sound. #ContentWritingChat https://t.co/GamBZquRUR
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
Just remember that you don’t need to break the bank. There are plenty of affordable options that will still produce quality results.
A6: There's nothing worse than going to a concert and you can't understand a word. You never go back. Podcasts are the same — bad audio means bad traffic.
It's about quality! #ContentWritingChat
P.S. @RollingStone has a nice article on suggestions.https://t.co/imSLF3decN
— SPW ✍️🤓 (@ShawnPaulWood) October 5, 2021
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.
A6: Not nowadays. Phone mics are fantastic quality – it’s more about your environment and state of being.
– Don’t be in a loud place
– Don’t be running and out of breath
– Don’t yell or whisper (unless you’re creating ASMR of course)
– Don’t be snacking 😂#ContentWritingChat https://t.co/dZ1QOppy4Z pic.twitter.com/jPrYFO9rO7— HaroHelpers (@HaroHelpers) October 5, 2021
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.
A6: You can use the equipment you already own. There's no need to let that hold you back from getting started. Plus, our phones do a pretty good job.
When you know this is a long-term thing for you, consider investing in a quality microphone for better audio. #ContentWritingChat
— Rachel | Mindset Coach + NLP Practitioner (@rachmoffett) October 5, 2021
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?
A7: Know your KPI (Key Performance Indicator). In other words, “What equals success?” It will be different for different shows. Is it brand awareness, share info, elevate brand voice, bring in sales? Know your KPI & you will know whether it is successful. #ContentWritingChat https://t.co/yX5xqwfePS
— 🟣 Jennifer Navarrete (@epodcaster) October 5, 2021
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.
A7 Hopefully you have access to number of downloads and time listened to the podcast. Are listeners staying to the end, or are the leaving at a certain point? This could signal your podcast is too long, or you lose listeners when you change topics or focus #contentwritingchat
— Mack Collier (@MackCollier) October 5, 2021
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.