Turn Up the Volume: Why Audio Content Is Your Brand’s Secret to Success

Summer is the season of soundtracks—windows down, speakers up, and the world ready to take in new stories and songs. This year, brands are making more noise than ever by leveraging the power of audio content. Whether it’s a playlist that captures the spirit of the season, a podcast that shares your brand’s story, or an audiobook that educates and entertains, audio is the perfect medium to connect, engage, and inspire your audience. Could it be a marketing tool for your brand?

Summer Playlists: The Heartbeat of Summer Marketing

Summer playlists are the ultimate way to infuse your brand into the season’s vibe. Mega Brands like Coca-Cola, Urban Outfitters, and Barilla have used playlists to create memorable moments, foster community, and reinforce their identity.

• Coca-Cola’s “Play a Coke”: Fans scanned bottle labels to unlock exclusive Spotify playlists, turning every Coke into a gateway to summer sounds. The campaign drove app engagement and social buzz, making Coke synonymous with summer fun. The campaign generated over 21 million PR impressions and 150 million influencer impressions, with app downloads exceeding goals by 600%

• Urban Outfitters: With over 68,000 Spotify followers, UO’s branded playlists—like “Poolside Vibes”—are promoted across social media, in-store, and online, keeping their audience engaged.

• Barilla: Their pasta-cooking playlists, timed to the boiling of different pasta shapes, turned a routine task into a viral, branded experience.

How to make your playlist stand out:

• Curate for your audience: Choose songs that reflect your brand’s personality and your audience’s tastes.

• Brand it boldly: Design custom cover art and give your playlist a catchy, brand-specific name.

• Promote everywhere: Share on social media, embed on your website, and use QR codes in-store or on packaging.

• Refresh and engage: Update your playlist regularly and invite fans to contribute their favorite tracks.

Why It Works: Playlists are more than just background music—they’re a way to create emotional connections, spark conversations, and make your brand part of your audience’s daily routines. They’re easy to share, highly engaging, and can be refreshed throughout the season to keep your brand top of mind.

Pro Tip: Use AI music tools like Suno to create your own brand anthem—just input your desired style and mood, and Suno generates a professional-quality track. Then, use a music distributor like DistroKid to publish your song to Spotify and feature it at the top of your playlist. This gives your brand its own signature sound and a memorable moment for your audience.

Podcasts: Your Brand’s Voice, Anywhere

Podcasts are booming, and AI-powered tools are making it easier than ever to create professional-quality episodes—even if you’re new to audio production.

• Branded podcasts: Share stories, interviews, or expert insights.

• Repurpose content: Turn blog posts, customer stories, or event recaps into podcast episodes.

• Promote everywhere: Share episodes on social media, email, and your website to maximize reach.

Why It Works: Podcasts allow your brand to have an ongoing conversation with your audience, building loyalty and credibility over time. They’re portable, making it easy for listeners to tune in while doing their thing.

Pro Tip: Leverage AI tools for quick scriptwriting, editing, and even voice synthesis to speed up production and ensure a polished, professional sound every time.

Audio eBooks: Storytelling That Sticks

Audiobooks and audio eBooks are a fresh way to deliver branded content that educates, entertains, or inspires.

• Branded audiobooks: Share your expertise, company history, or industry insights in an engaging, accessible format.

• AI-powered narration: Use AI tools to generate lifelike voices and streamline production.

• Campaign integration: Offer audiobooks as downloadable content, event giveaways, or premium subscriber perks.

Why It Works:Audio eBooks make your content accessible to a wider audience, including those who prefer listening over reading. They’re ideal for summer campaigns, as listeners can enjoy them while traveling or relaxing outdoors.

Pro Tip:Use AI narration to quickly turn your written content into audio eBooks, and consider offering exclusive chapters or bonus content to subscribers for extra engagement.

Don’t Forget Streaming Radio Advertising

Radio advertising is still a powerful way to reach a broad, engaged audience. With AI, you can script, voice, and even personalize ads at scale.

• Local and national reach: Target listeners in specific regions or across the country.

• Creative flexibility: Experiment with jingles, testimonials, or storytelling formats.

• Streaming radio: Don’t overlook digital streaming platforms—many listeners now tune in via Spotify, Pandora, or iHeartRadio, expanding your reach to on-the-go and digital-savvy audiences.

Why It Works: Radio offers a trusted, familiar medium that reaches listeners during their daily routines—commuting, working, or relaxing at home. Streaming radio ads can complement traditional spots and help you connect with tech-forward audiences.

Pro Tip: Use AI-powered ad creation tools to quickly produce and test different versions of your radio spots, and track performance across both traditional and streaming platforms for maximum impact.

Using Audio Content to Promote Your Brand

As the summer season unfolds, audio content stands out as a uniquely versatile and effective way to connect with your audience. Whether through the shared experience of a summer playlist, the intimate conversations of a podcast, the immersive storytelling of an audiobook, or the wide-reaching power of radio—including streaming—audio allows your brand to be present in every moment, from the morning commute to the evening barbecue. Each format offers its own benefits: playlists create community and buzz, podcasts build trust and loyalty, audiobooks educate and entertain, and radio—both traditional and streaming—delivers your message to a broad, engaged audience. By weaving these tactics together, you can create a multi-channel audio strategy that amplifies your brand’s voice and keeps it top of mind all season long.

Let Articulon Help

At Articulon, we specialize in turning audio content into a powerful marketing tool for your brand. Whether you’re looking to launch a summer playlist, start a podcast, create an audio eBook, or run a radio campaign, we’ll help you:

• Design and launch audio campaigns that align with your brand and goals.

• Leverage AI tools to create, edit, and distribute content efficiently.

• Amplify your message across every channel—social, email, events, and more.

• Measure results and optimize your strategy for maximum impact.

Let’s make your brand the sound of summer—and beyond.

Citations: “How Brands Use Summer Playlists to Engage and Grow Their Audience,” MarketingProfs, 2024.“The Rise of AI-Driven Audio Marketing,” MarketingProfs, 2024.“How AI is Changing Podcasting and Audio Content Creation,” Forbes, 2023.“Branded Audiobooks: The Next Frontier in Content Marketing,” Content Marketing Institute, 2024. “The Enduring Power of Radio Advertising,” AdWeek, 2023.