Telling Brand Stories Through Audio: Clare Chadburn, Head of Development for Wisebuddah Explains at CMA Digital Breakfast [VIDEO]

Radio, Podcasting, and the Future of Audio

90% of the population tunes into radio at least once a week. 4.5 million people in the UK have downloaded podcasts this year. Clare Chadburn of Wisebuddah, an independent content, voice-over, music and post-production business, discusses how brands and marketers can leverage this demand for audio to create branded content.

 

 

Benefits of audio include:

• Personal: when you listen to the radio, it is as though the personality is speaking directly to you.
• A companion in the room: can be sociable and reliable. Radio stations broadcast 24 hours a day, every day. Audio can be a constant companion.
• Sense of Community: you are listening to something that others listen to.
• Immediate and goes with you everywhere
• Becomes part of peoples daily routines
• Portable, downloadable, and streamable

Clare explains how in terms of engagement, podcasting is huge. The average listener is between the ages of 25 and 44. 93% of people who download a podcast listen to it all the way through. It is a very dedicated, engaged medium.

In terms of advertising, 60% of people who listen to podcasts bought a product they heard about on a podcast. 63% of those surveyed saying they would pay more attention to a podcast advert compared to an advert broadcast on the radio.

Podcasting isn’t restricted to what you would normally speak about on traditional radio. It can also be as niche as you want.

More and more, you can get specific data on who is listening to your podcasts. Where they are in the world, their demographics.

Branded Podcasts

Brands are creating their own content to be listened to by podcasters. Here are some examples Clare uses:

• Virgin does a podcast called ‘Future Visions’, which talks about the future of technology. They tell stories related to Virgin and are rather on-the-nose in the brand alignment.
• Gimlet Media creates a podcast with E-bay, about how to start up your new business.
• The Mr. Porter Podcast won a British Podcast award last year. They are a male online fashion brand. Their podcasts discussed masculinity through a concept called ‘Father and Son’ where they have people in conversations with each other.
• Hunt the Truth was a podcast put out by Halo, that aligned with the release of a new game.

This is a great way to tell different stories related to your brand and expand your content.

There is an Endless Way to Use Audio

Audio is a great way to:

• Tell a different story
• Generate shareable content
• Humanize your brand
• Gain a new audience and consumers
• Be authentic
• Offer thought leadership
• Create a community
• Create high-quality content on a low budget

To learn more about Wisebuddah, an independent music, talent, content, and post production company, click here: https://www.wisebuddah.com/