How to use B2B audio in your thought leadership

Online audio content consumption is at an all-time high. In the last ten years the amount of time people spend listening to audio content has increased more than fivefold, according to Edison Research, as 135 million Americans tune into podcasts at least once a month. Reuters, meanwhile, reports that 31% of UK’s adult population listened to a podcast in the last month.

So audio is very popular, but how can you fit it into your thought leadership campaign? Which brands are using audio in current thought leadership campaigns? And how is it used to best effect?

Take an audio content deep-dive

If the medium is the message, then audio is the ultimate way to dive deeper into a topic or question. Thought leadership that covers complex or nuanced subjects particularly benefits from audio, because it allows expert speakers to explain ideas in greater depth than other formats. Put simply, it turns those ideas into a conversation.

For instance, how can today’s leaders ensure that their diversity and inclusion agendas are future-proof in an era of hybrid work? And what does it take for HR leaders to create an employee experience that’s aligned with the expectations of a Gen Z workforce? These are the sorts of questions we address each year in our audio interview for Deloitte’s Women @ Work global study. 

In the right context, audio content can also be a useful way to craft follow-up content, giving audiences the opportunity to explore a topic in more depth. 

Present the authentic thought leader

The rise of remote and hybrid working has sparked the popular refrain, “You can’t show empathy over email”. It’s why business leaders are increasingly turning to audio formats to stay connected with their workforces.

Done well, audio content is empathetic, immediate and authentic. It can add personality and perspective to traditionally corporate subjects at the same time as showing off the speaker’s expertise.

Take this interview series for KPMG which explores the changing landscape of supply chains serving the US market. Despite this being quite a corporate topic, the medium of audio adds distinctly human viewpoints and real-world examples to authentically bring the study to life. 

Share diverse viewpoints

Does your thought leadership encompass too many perspectives to choose just one? Or perhaps there are a number of sides to a debate that you would like to showcase alongside your campaign. Enter the audio documentary. 

When done right, feature-length audio is the perfect way to engage multiple speakers in a dialogue on a topic or theme that is controversial or multi-faceted. As part of a thought leadership campaign, documentaries can also show your audience that you know about an issue without directly aligning your brand with one side over another.

An added bonus: multiple or conflicting viewpoints can make for more dynamic listening. Listen, for example, to our recent audio documentary series for Protolabs, which investigates the impact of AI and emerging technologies on the future of manufacturing and industry. 

Serialise a well-trodden topic

There is a reason why serialised podcasts remain a dominant force in the audio landscape: they take a well-known story or issue and examine it from multiple angles to create an immersive experience. Audio is only as good as the story and the telling.

Thought leadership campaigns can benefit in much the same way. By examining a well-trodden topic – such as digital transformation, AI ethics, the energy transition or the future of work – from a number of sides, audio content can create a deeper connection between your audience and brand.

For instance, a recent series produced in collaboration with SThree aimed to provide a close up look at how economic, technological and environmental forces are reshaping the world of STEM. Each episode in the series featured a different thought leader sharing their expertise on a specific angle of this topic – from leadership skills to employee experience to the evolution of hydrogen. 

Making the most out of B2B audio

Still not sure about audio content? That’s okay –  this medium is still maturing in the B2B space. But with the global explosion of podcast consumption and the increasing demand for authentic, long-form insights, its potential is undeniable. The trick is knowing when and how to use it to ensure you are getting the very best from your thought leadership campaign.

Learn more about how we can help you create impactful audio thought leadership.