B2B Video Marketing: How to Make Audiograms that Pop and Click

July 1, 2024

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Looking for new ways to mix up your marketing formats? It’s time to tune into the audiogram!

If you’re like most B2B marketers, the pressure to create more content with less resources is all too real.

And while 17% of marketers say short-form videos have generated solid ROI, audio gets a lot less play.

But we’re here to tell you: video did not kill the audio star.

By repurposing your existing content into snappy, attention-snatching audiograms, you not only maximize the return on your time and resources, you also give your audience more ways to engage.

Sound like music to your ears? Consider this your all-in-one tutorial for making audiograms that contribute to positive ROI, engagement and pipeline.

What is an audiogram?

An audiogram is a visual representation of audio content that combines images, text, subtitling and translations to create an accessible and engaging experience for B2B audiences.

How to make an audiogram step-by-step

As you can probably guess, there’s a wide range of audiogram maker tools to help you do the job—Canva, Wavve and Audiogram are just a few that come to mind.

But if you’re already using a digital event platform to record high-quality video for your webinars and virtual events, consider yourself one giant leap ahead.

With the right platform, you can repurpose your existing video content into a series of engaging audiograms in just a few simple steps.

1. Choose the perfect soundbite

You know it takes a minimum of seven impressions for a prospect to remember your brand. The perfect audio clip will offer a compelling take or unique angle to help drive that crucial message repetition.

If you’ve already got an active event strategy, start by pinpointing key moments from past events where your headliners, speakers and leaders are sharing the company's unique point of view (PoV).

In Content Lab, all you have to do is upload your existing video or audio files and you’re ready to tease out your top takes.

Here are the steps to follow:

  • Click the Import File or New Content button
  • Drag and drop or browse and select to upload video and audio file(s) stored in your computer. This could be an event recording or even an entire podcast episode.
  • Note: You can also directly import videos from YouTube, Zoom, Wistia, Vimeo or any other video hosting service that has ungated content. Just copy-paste the video URL and click Import Video.
  • Check the progress bar to see the status of your uploaded videos.
  • Look out for the “Success! Recordings uploaded” message.

2. Know which technical details to use

As with video, there are some key tech specs to be aware of when creating your audiograms.

For example, the maximum file size you can upload will vary depending on your tools. For example, in Content Lab, you can upload files up to 5 GB to create your audio products.

But what about the reverse? With a little help from AI, you can also generate text posts, such as emails, blogs, social media posts, and more, straight from your audio files.

Finally, how long should your audiograms be? While there’s no hard and fast rule here, it’s best to aim for 30-second to 1-minute snippets max.

3. Choose the right visuals

Yes, the audio star is still very much alive and kicking. But that doesn’t mean your visual elements don’t matter.

A great way to bring a personal feel to your audiograms is to use the speaker’s headshot or other professional image.

Here’s a quick way to identify speakers in your video:

  • After your video finishes uploading, hit the Play button to watch a short recording of each speaker.
  • Add speaker details for: First Name, Last Name, Title, Company and Preferred Pronouns
  • You can also use the upload button in the pop-up window to add an avatar for the speaker—another great option for your audiogram visuals!

Simply click Next to repeat the above step for the next speaker in your video. Once you’ve added details for all speakers, click Save.

Next you’re ready to reinforce your branding with custom backgrounds using your own colors and fonts.

To start customizing your audiogram visuals, follow these steps inside Content Lab:

  • Select the clip you want to edit.
  • Scroll to the Background section on the left side panel.
  • Choose the Color radio button if you want to add a solid color as the background of your video clip.
  • Choose the Image radio button to upload an image or use an asset from your brand kit as the background of your clip.

In Content Lab, Magic Layouts automatically include an audiogram layout with square, landscape or portrait dimensions to make it easy to format your ‘grams for the right channels and platforms.

Though there are no size restrictions, we recommend cropping the background to match the aspect ratio of your video clip to get the best results. To keep it easy, turn your favorite layouts into templates that can be easily updated again and again.

Aspect ratio of output clip

Preferred background image dimensions

Landscape (16:9)

1920 x 1080 px

Portrait (9:16)

1080 x 1920 px

Square (1:1)

1080 x 1080 px

Why make an audiogram?

They’re catchy, accessible, and don’t require a top-notch camera presence. Honestly, what’s not to love about audiograms?

Beyond its eye-catching (ear-catching? 🤔) format, audiograms can help you:

  • Make podcasts more accessible
  • Add visual interest to audio material
  • Create teasers for podcast promotion
  • Draw in more of your social media followers during an event
  • Attract new listeners for your podcast
  • Share podcast audiograms on TikTok, Instagram reels and other social media channels

According to data from Wistia, 26% of businesses believe that improving video accessibility contributes to a positive overall audience experience. If you’re already using captioning and translations to make your content available to a wider audience, doubling down with audiograms is a no-brainer.

Use AI to transform your event content into engaging audiograms

Events are organized, authentic and engaging. And what do you get when you put those three things together? A powerful source of both video and audio content.

Problem is, events are still seen as a visual channel first and foremost.

With pro production value and AI-powered repurposing tools, you can flip the script and get more out of the event content you work so hard to create.

Case in point? Here’s a quick audiogram featuring Justin Keller of Drift telling us exactly how he feels about Content Lab. In less than 3 seconds, this audiogram delivers all the social proof you need!

Juicy teasers and testimonials are obviously awesome audiogram content—if you can get ‘em. But why stop there?

By sharing the top hot takes and expert insights from your events, you can use your audiograms to tune into trending topics on LinkedIn, while organically boosting awareness (and attendance!) for your next event or podcast episode.

Visual soundbites with captions make great zero-click content. And speaker headshots and waveforms automatically add a dash visual interest to catch the eye of passive scrollers.

Better still? You can measure the impact of your audiograms using Analytics and Dashboards that tell you exactly how much engagement they’re generating.

More than a video editor: ace your audiograms with Content Lab

At Goldcast, we believe it’s time to break your video recordings out of your archive files and get your brand messages out into the world.

Audiograms are here to help. As high-impact content collateral, audiograms can help drive your marketing programs forward with ready-to-distribute snackable content before, during, and after a big campaign or event.

And as with video editing and text-based content, AI can help you create audiograms in a fraction of the time it would normally take.

Learn what Content Lab can do for you. Request your free trial today or book a demo of Goldcast to find out how you can make a bigger impact with every event.

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