Audio Becomes Fastest-Growing Tool In Local Content Marketing, Says Borrell. | Story

Local advertisers are starting to sound more like broadcasters. According to new findings from Borrell Associates, two-thirds (67%) of local advertisers now use some form of content marketing — and an increasing number are using audio to do it. The share of small and midsize businesses incorporating digital audio into their content marketing has more than doubled since 2022. Borrell says it has climbed from 6% to 15%, the fastest rate of growth among all media types.

The surge, while from a small base, signals that audio storytelling is moving from niche to being a consideration for many local brands. Advertisers say podcasts, branded audio segments, and streaming audio placements help them forge emotional connections with audiences — the same authenticity and intimacy that traditional radio has long delivered.

“Digital audio is small, but its growth curve is enormous,” said Corey Elliott, Executive VP of Local Market Intelligence at Borrell Associates. “When you look at percentage gains, it’s even bigger than video,” he noted in the company’s latest Local Marketing Minute.

The survey results suggest that radio sellers may want to also include digital video options in their pitch. That is because Borrell says video remains the most widely adopted emerging format, with usage doubling to a third (32%) of local businesses. And nearly nine in ten (87%) marketers who use it label video as effective. That beats their effectiveness assessment for newsletters (80%), blogs (77%), brochures (74%) and social media (71%).

With a majority of local small and mid-sized businesses now using content marketing, Elliott says their goals are expanding. Beyond building awareness and engagement, which remain the top objectives, the number using content to drive traffic climbed from 47% in 2022 to 64%, while those aiming to increase followers jumped from 37% to 55%. Those trends suggest a more sophisticated approach — using content marketing to move consumers from awareness to action.

Even with social media still dominating at 75% usage, Elliott notes that audio and video deliver unusually high satisfaction scores, signaling opportunity for radio groups to position themselves as turnkey producers of branded content, podcast integrations, and streaming campaigns.

“For broadcasters looking to expand beyond spot sales,” Elliott said, “this is a big area of opportunity.”

The bottom line is that local marketers are tuning in to audio, recognizing that voice and storytelling remain among the most powerful tools for connecting with communities — and radio is uniquely positioned to help them do it.