Name: Modern marketeers: The audio influencer
Uploaded: 2022-12-14T10:52:44.060Z
Description: As consumer habits change, a new field of 'Modern Marketeers' has emerged. These specialists focus on engaging their audiences in new or evolving mediums. Bernie Borges, VP of Global Content Marketing at iQor, shares his marketing insights as a successful podcaster and 'audio influencer'.

Bernie Borges Teaser.mp4

The Audio Influencer.vtt

English

{{00:00:00}}
I really think that marketers
should be thinking about

{{00:00:01}}
audio in a variety of ways.

{{00:00:03}}
First of all, it is an intimate medium.

{{00:00:06}}
When people are listening to audio,
they're oftentimes listening with

{{00:00:09}}
earbuds in their ears, even if
they're doing something physical,

{{00:00:13}}
like walking or jogging or, you know,
I've heard people say that, when they

{{00:00:18}}
do the dishes, washing the dishes,
they're listening to a podcast.

{{00:00:21}}
The audio medium is just so different.

{{00:00:25}}
It kind of breaks itself
apart from many other media.

{{00:00:41}}
Hey, I'm Bernie Borges.

{{00:00:43}}
I'm Vice President of Global
Content Marketing at iQor.

{{00:00:46}}
I'm also a podcaster and I do a little
bit of voice acting and I'm told

{{00:00:51}}
that I'm an audio influencer as well.

{{00:00:53}}
My involvement in the audio space
really began with my podcasting.

{{00:00:57}}
I've been podcasting for, at
this moment in time, nine years.

{{00:01:01}}
I've had three different podcasts
published, close to 500 episodes

{{00:01:05}}
across those three podcasts.

{{00:01:07}}
Being in the audio space specifically
with podcasting has given me an

{{00:01:10}}
opportunity to really produce
content that's super meaningful,

{{00:01:14}}
super relevant, with other people,
in this case, my- the interview

{{00:01:18}}
guests and it's on brand for the
purpose that I wanted to achieve,

{{00:01:24}}
and it's just been a fantastic way
to deliver content using audio.

{{00:01:46}}
One of the best ways to build
an audio strategy is to,

{{00:01:49}}
first and foremost, just start
with your marketing strategy.

{{00:01:52}}
What is your marketing strategy?

{{00:01:54}}
What's the key message you want
to get across to the marketplace?

{{00:01:57}}
You know who your buyers are, look
at what you're doing today, and

{{00:02:01}}
then just think about ways that
you can build audio into that.

{{00:02:05}}
So take for example, we have
a laundry detergent here.

{{00:02:08}}
Now, this isn't just
any laundry detergent.

{{00:02:11}}
This is highly concentrated
laundry detergent, and it's

{{00:02:15}}
really marketed towards urbanites.

{{00:02:17}}
So how could you consider using
audio to market a product like

{{00:02:22}}
laundry detergent for people
who live in an urban area?

{{00:02:25}}
Tap into the emotion of people
who live in an urban area.

{{00:02:29}}
Many of them live in a condo or
apartment building, a high rise.

{{00:02:33}}
They're coming home from work and they
want to stop at the grocery store and

{{00:02:36}}
pick up groceries and necessities,
and you want to offer them a laundry

{{00:02:41}}
detergent that's not going to be
a big and bulky and heavy bottle.

{{00:02:46}}
So using audio you can really
tap into that emotion by creating

{{00:02:50}}
a personality for this highly
concentrated laundry detergent that

{{00:02:54}}
is also sleek and slim and fits
neatly into a bag of groceries.

{{00:03:01}}
People buy with emotions.

{{00:03:03}}
People want to actually
accomplish something when

{{00:03:05}}
they're buying something.

{{00:03:06}}
So make sure that you consider
using audio in a way that's

{{00:03:10}}
really reaching that emotion that
you want to tap into with them.

{{00:03:15}}
The emotion that I want to tap into
is you only have to buy this maybe

{{00:03:19}}
once a month or every couple of
months, so the audio can be delivered

{{00:03:24}}
in a variety of different ways.

{{00:03:25}}
Marketers need to be thinking about
ways that they can leverage audio.

{{00:03:29}}
I think podcasts is certainly one of
the biggest ways that they can do that.

{{00:03:33}}
You know what your brand strategy is,
or maybe you manage multiple brands.

{{00:03:37}}
What podcast shows can you create that
are not about the product, but around

{{00:03:43}}
the topic that's relevant, that that
product addresses in the marketplace?

{{00:03:48}}
And then create some podcast
shows around those topics.

{{00:03:52}}
And then within those podcast shows,
you can either build ads into them

{{00:03:56}}
or you can simply say something like,
this podcast is brought to you by,

{{00:04:00}}
and then mention that product and
then just create really relevant

{{00:04:03}}
content for your audience around that
topic and then deliver it that way.

{{00:04:08}}
So if I were delivering an
audio message for double down

{{00:04:11}}
eco laundry detergent, I would,
again, I'd be tapping into that

{{00:04:15}}
emotion that I keep referring to.

{{00:04:18}}
So I might say something like,
you know, the last thing that

{{00:04:20}}
I'm thinking about on the way
home from work is my laundry.

{{00:04:23}}
But I know that I want fresh
smelling clothes, so I'm doubling

{{00:04:27}}
down on my commitment to get
my laundry done and done fast.

{{00:04:33}}
Give me the sleek bottle that
makes me look good and smell

{{00:04:35}}
good, and it's all I need.

{{00:04:37}}
But they can also be thinking about
ways to just integrate audio in other

{{00:04:41}}
digital delivery methods, right?

{{00:04:43}}
Even on their website, just
offer people an opportunity

{{00:04:46}}
to listen to something.

{{00:04:48}}
I know marketers are big on video
and of course video, most of the

{{00:04:52}}
time, has audio built into it.

{{00:04:54}}
But they should think about
maybe breaking out a little

{{00:04:57}}
bit, experimenting with
just audio-only content.

{{00:05:00}}
Give people the ability to
just listen to something to

{{00:05:02}}
deliver, even short messages.

{{00:05:04}}
Sometimes 15 second messages,
even shorter than that, can be an

{{00:05:08}}
effective way to deliver a message
repetitively to your audience over

{{00:05:12}}
and over again and get that message
really ingrained into the mind of

{{00:05:16}}
the people that you're marketing to.

{{00:05:18}}
Let's not forget about
social media, right?

{{00:05:20}}
Someone can actually, if you've got
a humorous piece of audio that again,

{{00:05:24}}
taps into that emotion that I keep
telling you about, people can share

{{00:05:28}}
it on social media, literally tweet it
out, maybe create a hashtag around this

{{00:05:33}}
laundry detergent and inspire people
to actually share that audio content.

{{00:05:39}}
Maybe create a challenge, create a
contest, and again, inspire, reward

{{00:05:44}}
people for sharing that content.

{{00:05:46}}
You can think of so many ways, and
then invite your audience, invite

{{00:05:49}}
the people who consume this content
to offer you ideas on ways that you

{{00:05:54}}
can actually get that audio content
shared, by inviting your customer

{{00:05:59}}
to actually give you those ideas.

{{00:06:01}}
But I'm going to come full circle back
to start with your marketing strategy.

{{00:06:05}}
Don't invent an audio
strategy on an island.

{{00:06:08}}
Start with your marketing strategy
and integrate it into your marketing

{{00:06:12}}
strategy as a delivery method.

{{00:06:14}}
So combining audio with other
marketing, I think is just an

{{00:06:18}}
integrated marketing approach, right?

{{00:06:20}}
So, if you've got, say, a campaign
that you're launching that's going to

{{00:06:25}}
run for 1, 2, 3, 4 months, whatever
the timeline is, what element of

{{00:06:30}}
that campaign is going to be audio.

{{00:06:32}}
In addition to the visual, in addition
to just the online experience,

{{00:06:37}}
think about the audible experience
that you can deliver to them, as

{{00:06:41}}
part of that integrated strategy.

{{00:06:44}}
And I think there are ideas that
we haven't even thought of yet

{{00:06:47}}
that I think we're just going to-
are going to evolve as that whole

{{00:06:49}}
landscape continues to evolve.

I really think that marketers
should be thinking about

When people are listening to audio,
they're oftentimes listening with

earbuds in their ears, even if
they're doing something physical,

like walking or jogging or, you know,
I've heard people say that, when they

do the dishes, washing the dishes,
they're listening to a podcast.

It kind of breaks itself
apart from many other media.

I'm Vice President of Global
Content Marketing at iQor.

I'm also a podcaster and I do a little
bit of voice acting and I'm told

My involvement in the audio space
really began with my podcasting.

I've been podcasting for, at
this moment in time, nine years.

I've had three different podcasts
published, close to 500 episodes

Being in the audio space specifically
with podcasting has given me an

opportunity to really produce
content that's super meaningful,

super relevant, with other people,
in this case, my- the interview

guests and it's on brand for the
purpose that I wanted to achieve,

and it's just been a fantastic way
to deliver content using audio.

One of the best ways to build
an audio strategy is to,

first and foremost, just start
with your marketing strategy.

What's the key message you want
to get across to the marketplace?

You know who your buyers are, look
at what you're doing today, and

then just think about ways that
you can build audio into that.

So take for example, we have
a laundry detergent here.

Now, this isn't just
any laundry detergent.

This is highly concentrated
laundry detergent, and it's

So how could you consider using
audio to market a product like

laundry detergent for people
who live in an urban area?

Tap into the emotion of people
who live in an urban area.

Many of them live in a condo or
apartment building, a high rise.

They're coming home from work and they
want to stop at the grocery store and

pick up groceries and necessities,
and you want to offer them a laundry

detergent that's not going to be
a big and bulky and heavy bottle.

So using audio you can really
tap into that emotion by creating

a personality for this highly
concentrated laundry detergent that

is also sleek and slim and fits
neatly into a bag of groceries.

People want to actually
accomplish something when

So make sure that you consider
using audio in a way that's

really reaching that emotion that
you want to tap into with them.

The emotion that I want to tap into
is you only have to buy this maybe

once a month or every couple of
months, so the audio can be delivered

Marketers need to be thinking about
ways that they can leverage audio.

I think podcasts is certainly one of
the biggest ways that they can do that.

You know what your brand strategy is,
or maybe you manage multiple brands.

What podcast shows can you create that
are not about the product, but around

the topic that's relevant, that that
product addresses in the marketplace?

And then create some podcast
shows around those topics.

And then within those podcast shows,
you can either build ads into them

or you can simply say something like,
this podcast is brought to you by,

and then mention that product and
then just create really relevant

content for your audience around that
topic and then deliver it that way.

So if I were delivering an
audio message for double down

eco laundry detergent, I would,
again, I'd be tapping into that

So I might say something like,
you know, the last thing that

I'm thinking about on the way
home from work is my laundry.

But I know that I want fresh
smelling clothes, so I'm doubling

down on my commitment to get
my laundry done and done fast.

Give me the sleek bottle that
makes me look good and smell

But they can also be thinking about
ways to just integrate audio in other

Even on their website, just
offer people an opportunity

I know marketers are big on video
and of course video, most of the

But they should think about
maybe breaking out a little

bit, experimenting with
just audio-only content.

Give people the ability to
just listen to something to

Sometimes 15 second messages,
even shorter than that, can be an

effective way to deliver a message
repetitively to your audience over

and over again and get that message
really ingrained into the mind of

Let's not forget about
social media, right?

Someone can actually, if you've got
a humorous piece of audio that again,

taps into that emotion that I keep
telling you about, people can share

it on social media, literally tweet it
out, maybe create a hashtag around this

laundry detergent and inspire people
to actually share that audio content.

Maybe create a challenge, create a
contest, and again, inspire, reward

You can think of so many ways, and
then invite your audience, invite

the people who consume this content
to offer you ideas on ways that you

can actually get that audio content
shared, by inviting your customer

But I'm going to come full circle back
to start with your marketing strategy.

Don't invent an audio
strategy on an island.

Start with your marketing strategy
and integrate it into your marketing

So combining audio with other
marketing, I think is just an

The Modern Marketeer

Best Practice

As consumer habits change, a new field of 'Modern Marketeers' has emerged. These specialists focus on engaging their audiences in new or evolving mediums.

Bernie Borges, VP of Global Content Marketing at iQor, shares his marketing insights as a successful podcaster and 'audio influencer'.

Audio

Podcasting

Podcasts

Content Marketing

Influencers

thumbnail_Bernie Borges.jpg

xsmall_Bernie Borges.jpg

Bernie Borges.jpg

Bernie Borges

VP Global Content Marketing

Borges shares his experience as an 'audio influencer', so you can learn what podcasting has to offer the modern marketeer.

Lessons from podcasting

Find out Borges' number one tip for building an audio strategy, and see him at work marketing a fictional product.

Building an audio strategy

The medium of podcast presents many opportunities for the modern marketeer, but it can be hard to know where to start. Watch (and listen) as Borges dissects how to leverage podcasts to market your product.

Leveraging audio for marketing

The possibilities of social media for connecting with your audience are huge. Borges explains how, through this platform, customers can do some of the hard work for you.