Make your audio thought leadership stand out from the crowd

Our auditory experience of brands is often dampened. When we watch a branded video or listen to a sponsored podcast, we rarely get a full sense of tone or emotion. This means we end up being passive rather than active listeners. 

Audio thought leadership becomes another way to consume digital content, rather than a way for companies to create an impactful and influential conversation with their audience. 

So, how can you change that? 

Ensure your audio thought leadership matters

There are currently over 4 million registered podcasts worldwide, with a rapidly growing audience that is expected to reach 619 million listeners by 2026. In a market so saturated with content, it can be challenging for new shows to gain traction.

But an audio strategy should not start with discussions over Acast or Apple – it needs to go back to the very beginning. You need to find your voice and then promote it:

• Which voices do our audiences want to hear from?
• What have they got to say?
• How are they going to say it?
  

As you answer these questions, don’t always default to seniority. Instead, search for talent and perspectives at all levels of the organisation. These individuals will also have their own personal and professional networks, which you can tap into.

Be honest about who you are

Audio thought leadership is a great way for potential customers to experience your personality – not just hear about your products. But that only works if what you say is an honest reflection of who you are.

In today’s media landscape, authenticity sets creators apart. Online audiences are drawn to voices that feel more human, less formal, and truly engaging — and that could extend to thought leadership, too. People don’t just want information, they want connection.

Research from Edelman and LinkedIn shows that 73% of decision makers say that an organisation’s thought leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets. 

And, in an era where trust is more valuable than ever, brands must be intentional with their content choices. 

Harness the power of technology 

With the rise of smart speakers, interactive podcasts, and AI-driven conversational audio, the opportunities for brands to create meaningful and dynamic audio experiences have never been greater.

Without huge budgets for promotion, or the luxury of building up an audience base over time, it can be hard to attract listeners. That’s why many brands fixate on distribution and promotion.

Focus on what you say – and how you say it

Using the spoken word in the right way and at the right time is not just respectful to your audience’s ears – it will also determine whether there is any audience in the first place. 

The real power of audio thought leadership is to connect intimately and tap into the emotions of both listener and speaker. If brands want to find their true voices, they need to be passionate and honest in what they say and authentic in how they say it.

Make the most out of audio thought leadership

Unsure about how you can start elevating your brand through B2B audio content? Learn more about how we can help you create impactful audio thought leadership.