Visuals dominate digital strategies, but audio is where engagement is quietly taking hold. Podcasts, sonic branding and smart audio choices can help brands cut through the noise, says Alex Lamb.

Listen to an audio version of this post:

We live in a world built for the scroll. Visuals dominate, videos autoplay, and everyone’s trying to stop thumbs mid-swipe. But amid all this noise, it’s easy to forget that sound plays just as powerful a role in capturing attention.

Audio is fast, emotional and surprisingly underused.

The case for audio

Sound hits differently. It bypasses the filters we use to judge visuals and taps straight into memory and feeling. A podcast intro, a voiceover, a few seconds of well-crafted sound – these stay with people, even when the screen is off.

According to The Infinite Dial UK 2025, by Edison Research and Triton Digital, 39% of UK adults (about 19 million people) listen to podcasts each week. Meanwhile, 74% of UK adults tune into online audio weekly, showing that sound has become a key part of our daily routines.

Ofcom’s 2025 Audio Survey also shows that 28% of 25 to 34-year-olds, and 30% of 35 to 44-year-olds, listen to podcasts weekly, often using voice assistants or smart speakers. These stats point to a clear change in how the UK consumes content, beyond just the visual.

It’s not just a trend. It’s a shift.

Where to start

Podcasts are more than a platform for expert opinions. They offer long-form, uninterrupted access to your audience’s attention. Done well, they build trust and familiarity.

Sonic branding is about creating a ‘logo for the ears’. Think of the Netflix ‘tudum’ or the tone that plays before the BBC news. These short, punchy sounds are emotional triggers and make your brand instantly recognisable.

Voice and tone are just as vital as your visual identity. Is your brand confident and clear? Warm and approachable? The right voiceover and delivery create a consistent personality that people remember.

Short-form audio is easy to overlook, but incredibly effective. Background sounds, vocal hooks or audio stings can bring TikToks, Reels or Stories to life.

Accessibility is another key benefit. For neurodivergent audiences and visually impaired users, audio can be more engaging than visuals alone. Clear narration, transcripts and thoughtful sound design help more people connect with your content.

Why it matters

Everyone’s chasing attention, but visuals alone won’t always grab and hold it. People listen while they do everything else – walking, gardening, cooking, driving, working. Sound lives in the background, quietly reinforcing ideas and identity.

And unlike most content, audio lasts. A good podcast builds momentum long after its release. A memorable soundbite becomes part of your brand’s personality.

What we’re hearing

At CPL One, we think more brands should sound like themselves, and we work with clients to define and develop their audio identity. We’ve launched bespoke podcasts, produced award-winning series, and edited behind-the-scenes exclusive interviews with some of theatre’s biggest names, including Sir Ian McKellen and Brian Cox. On certain projects we’ve even used AI software to clone client voices – with their permission of course! – for specific use in AI-themed videos and conferences. 

Because in today’s crowded content landscape, being seen is good. But being heard? That’s what makes you memorable.

If you want audiences to listen to what you have to say, get in touch to find out how we can help.

Credibility, integrity and clarity will be needed to ensure the content we create connects with audiences of the future, writes reporter Molly Tooher-Rudd.

What does the future of journalism and content creation look like? This was one of a number of questions and themes that surfaced repeatedly throughout the recent PPA Festival, which brought together more than 100 speakers to discuss current opportunities and challenges in B2B and B2C publishing. The responses it provoked were both challenging and inspiring. So, what does the future hold? Let’s get to the answer after a look at some of the other big topics from the day.

One of the strongest threads was the dual challenge of misinformation and the rise of artificial intelligence (AI). While the misinformation and false news that can be generated with AI poses a threat to public trust, there was a more optimistic tone around the benefits AI could bring. 

Rather than fearing its impact, the message was clear: we must take a responsible, thoughtful approach to AI. Journalists need to be trained, not just to use these tools but to use them well, to enhance clarity, improve accessibility, and to support rather than replace editorial judgement.

The power of storytelling

Another consistent takeaway was the importance of storytelling, credibility, and connection. Many speakers highlighted that the most successful media brands of the future are likely to be those that combine compelling content with real usefulness and a sense of community. 

Storytelling with flair – especially stories that delve into character – is what cuts through the noise. Credibility, built through editorial integrity and clarity, remains foundational. Knowing your niche, maintaining strong networks, and understanding the responsibility that comes with visibility were all highlighted as key to trust and long-term engagement.

Among the media and brand leaders speaking at the festival, naturalist and TV presenter Chris Packham’s session stood out. He offered an alternative, urgent and motivating reminder of why we do our work and the duty we have as storytellers. His call to “drill back to basics”, stay curious, and exercise our individual and collective duty, struck a chord that resonated with his audience. “Empower yourself to make a difference and then you can empower your community,” he said.

Future audiences

Conversations around younger audiences were also insightful. Speakers discussed how Gen Z and Gen A consume media in fundamentally different ways: Gen Z is shaped by algorithms and seeks tailored content, while Gen A already shows signs of wanting more tangible, real-world connections and authenticity. Furthermore, AI is shaping how they define if something is truthful – if they can’t see it, can they trust it?

This led to suggestions that we may see a return to more traditional, transparent media formats over social media. 

The power of storytelling endures, but it is clear that the format and tone will continue to evolve to meet new expectations. Ultimately, meaningful connection, not just reach, feels like the key to effectiveness. It’s what will drive quality journalism and content creation in the years ahead.

To discover more about our award-winning expertise in storytelling and journalism, get in touch.

Trust, collaboration and the craft of journalism were hot topics at the Memcom Conference 2025, says editor, Louise Parfitt.

Change or die? That was the title of one of the sessions at this year’s Memcom Conference, at which CPL One was a sponsor, exhibitor, and host of a panel discussion.

The day was also an opportunity for us to take a wider view of what the future of membership associations and their supporting communications will look like – and how societal and technological changes are already impacting the sector. 

Adam Sampson, CEO of the Association of Optometrists, who hosted the ‘Change or die’ session, likened the current period in which we find ourselves to a new industrial revolution. He asked what membership associations need to be doing differently and how we can prepare them for change – or even to no longer exist. The discussion wove in challenges around membership numbers, the potential to evolve the transactional model of membership and what that could look like, and audience engagement in an increasingly digital-focused world of work. 

Understanding member needs

My colleague Lucy Oakshott, business development director at CPL One, took a deeper dive into this topic when she moderated a session titled ‘Print v digital: finding the sweet spot for member engagement’. The discussion highlighted that this isn’t a simple ‘either/or’ conversation. It’s about understanding your members – what they need, what they value, and how best to reach them in a world of endless formats and platforms.

During the session, we heard from Christian Walsh, content and digital director of the Market Research Society, whose organisation has moved to solely using a digital space for its magazine; John Mark Williams, CEO of the Institute of Leadership, which is moving to a hybrid print and digital model for its communications; and Sajeeda Merali, CEO of the PPA, who emphasised that the commodity of trust cannot be underestimated. 

“The craft of journalism overlaid with an established brand creates a trusted environment, and from a membership perspective that’s really important,” she said. “As a member of an organisation, I want to know that the information I get from that organisation can be relied upon.”

Williams said one of the most important things is making sure you take your audience with you if you decide to change or use a different format. “In the end, it’s all about expectations, and I sometimes think that’s the most important word in the world. What are the expectations of our target audience for how we will engage with them and present content?”

Collaborative approach

What is clear is that no matter which path membership organisations take, trust and collaboration remain at the heart of the journey. A content marketing agency such as CPL One can help guide you on the way, to think about what you want to achieve with your membership content, what its role is in that member-benefits sphere, and how it helps your community belong and feel part of the organisation. 

And that is what the day was about – a community coming together to take a long look at the challenges it faces, to embrace the opportunities that may arise and prepare for some hard choices. Most of all, it was a reminder that there is power in being bold, being curious, and making strategic, insight-driven choices. 

Want to know more about how we can meet the expectations of your membership? Get in touch.

The power of personalised care in occupational therapy is highlighted in our latest film, as one therapist goes beyond expectations…

An occupational therapist can have a profound impact on someone’s life – the kind of impact that is showcased in the most recent video CPL One has filmed and produced for NHS England. 

Making the first move tells the story of a young person with mental health challenges and an occupational therapist who is willing to go the extra mile to connect with him, by learning chess in her own time.

The therapist’s dedication creates an opportunity for the service user to engage with her and begin to open up. 

It is a story that beautifully illustrates the emotional depth that personalised care in occupational therapy can achieve. 

Therapists often have to work hard to make a connection – and change may not happen overnight – but when breakthroughs are made, no matter how small, the job is rewarding beyond words.

Much like film-makers, occupational therapists are masters of making people feel something and can truly inspire positive change.

“We know that occupational therapists do incredibly important work and we really enjoy working with them,” says Alex Lamb, CPL One senior account manager and producer of the film. “We’re delighted that CPL One’s film-making team has been able to capture the very real impact they  have on people’s lives.”

Poonam Hyland, NHS England’s deputy regional chief allied health professional in the East of England, said:“We’re really pleased with the work that CPL One has produced for us again. This film beautifully captures the dedication and empathy that occupational therapists demonstrate every single day. Their commitment to improving the lives of their patients is truly inspiring, and this film is a testament to the profound impact they have.”

Watch our previous OT film here:

To find out how CPL One can help you with video or animation, get in touch with [email protected]

Senior account director Stewart Dymock reports from the CMA conference with some useful marketing takeaways to help get your brand seen and heard.

The recent Content Marketing Association (CMA) conference brought together industry leaders, creative minds, and marketing professionals to discuss the biggest trends shaping content marketing today.

The overarching theme? Content saturation. We all know that audiences are bombarded with messaging 24/7 across multiple platforms and devices. But how do we help our clients cut through all that noise with authenticity and creativity? Here are a few ideas from the conference that might help you get started:

Get to the point with video storytelling
When it comes to video, the first 5-15 seconds are crucial. Audiences like to feel an immediate emotional connection with what they’re watching. At the conference, the BBC shared invaluable insights on why pacing, curiosity, and authenticity can all help keep viewers engaged and invested. 

Print can still power success
Is print still relevant in the digital age? At CPL One we strongly believe it is, and we were glad to find that view shared widely at the conference. We heard how even digitally native Gen Z values print, especially in premium and specialist publications. Plus, print offers an escape from digital overload, making it a uniquely powerful tool for brands and organisations.

Craft content for younger audiences
Brand safety and creative storytelling are non-negotiable when targeting younger audiences. Interestingly, print is still a strong player in this space, as many parents seek alternatives to excessive screen time for their children. Thoughtful, engaging, and safe content is key.

Recognise our changing habits
Consumer behaviour is always shifting. At the CMA conference we had a taster session from the world of food retail, hearing how bespoke menus, the avoidance of ultra-processed foods (UPFs), and the continued rise of vegetarianism are reshaping the way brands are engaging with their audiences. The lesson? Understanding the evolving tastes and habits of our audiences is crucial for content marketers looking to stay ahead.

Creativity and originality come first
It was good to hear that, in an age of increasingly automated processes, the originality of human creativity still takes precedence. While data is a vital tool, human thought should remain at the centre of content strategy, rather than letting algorithms dictate its direction. Brands that embrace originality stand out in an increasingly homogenised digital world.

Make it meaningful
Cold metrics alone won’t build a lasting brand. Today’s consumers (and members of organisations are consumers too) crave meaningful relationships with brands. Making an authentic connection with your customers should be your priority – and if you need more data to understand your audience, it’s a sign you may not be close enough to them. The focus, we were advised at the conference, should shift from short-term KPIs to long-term impact.

We can summarise these points in four key touchstones for successful content marketing:

1. Keep it quality
   Audiences are overwhelmed by constant marketing messages. Quality over quantity is the new rule.
   
2. Make it authentic
   Whether it’s storytelling, branding, or longer-term engagement, genuine connections resonate more than gimmicks or slick-sounding platitudes.
   
3. Balance data with human-first marketing
   Metrics matter, but creativity and emotional connections drive long-term success.
   
4. Stand out
   The more data-driven marketing becomes, the more homogeneous it risks being. The brands that thrive will be those that dare to be different.

Here at CPL One these four touchstones are all part of our mission to help people belong. If you need a little help to embrace creative originality, prioritise emotional connections with your audience, and tell real stories that matter, let’s be in touch.

What insights can we gain from the latest marketing trends round-ups? CPL One’s senior content strategist, Martin Bewick, distils some useful advice from the predictions for 2025.

At the start of every year, our inboxes here at CPL One are inundated with press releases about the latest trends and marketing predictions. And with so many apparently crucial recommendations, it can be difficult to cut through the noise to find what’s really useful.

Here, I’ve picked out 10 trends, stats and pieces of advice that feel pertinent to our work and clients. In no particular order, it’s a little pick’n’mix of predictions for the year ahead. Which could we help you with?

1. Create a whole world for your audience
Trend forecasters WGSN say that successful brands are now ‘world-building’ for their audiences – creating wide-ranging engagement to reinforce their messaging and brand identity on a broad scale. Could world-building help you develop more compelling storylines about your business?

2. Conversations build trust
TikTok reminds us, via its ‘Trust Fund’ trend, that content sparks conversations. It’s a way to allow your audience to participate in a story and feel part of the narrative – which helps to build trust. How could we help you start those conversations?

3. Customer experience is key
Cloud software expert NICE reminds us that customer experience (CX) is no longer just part of the business; it is the business. So, how is your CX working at the moment? Could it be improved?

4. Creativity over consistency
Hootsuite advises us that, for many brands, nearly all content is entertainment driven. That means it’s not just about creating consistent content, it’s about pushing boundaries and breaking out from what’s normal to deliver the unexpected. Could we help you get a little more creative with your content?

5. People are bored with social media ads
So says market research company Kantar. How do we get people to engage with ads on social, then? To up your social media game, bring some humour, it says – which works for Gen Z just as well as for Boomers. Is it time to up your social media game?

6. AI for life
Ad giant Dentsu acknowledges that we’ve reached a tipping point: AI is here to stay, and it’s already crossed over into mainstream use. Don’t fight it, feel it, seems to be the advice. But how are you going to use it? And do you have a policy for it?

7. We all search, but where do we search?
Global news-folk Reuters inform us that when it comes to online search for info, consumers go here, there and everywhere. Google (despite predictions of its demise) is still going strong, but Facebook is having a bit of a dip. What are your priorities?

8. Listen up!
Podcasts. Even Gen Alpha (that’s schoolkids!) likes podcasts. Audience research group GWI notes they only trail behind playlists and the charts in terms of preferred audio content for pretty much everyone. Have you got a podcast? Would you like one?

9. YouTube is bigger than ever
…says global culture and sports business IMG. And whether it’s TikTok, Instagram Reels or showcasing video on LinkedIn or Threads, video is a priority across platforms. So, what’s your audience watching?

10. Print’s not dead (again) – but is it a luxury?
Here’s a nice little write-up from a printer in London of what’s in store for print magazines over the year ahead. Could we help you create printed publications that really get your audience talking?

If you’d like to know more about how we can help you plan and create successful content for the year ahead, get in touch.

As CPL One managing director Mike Sewell explains, we’ll be making extra donations to three charities this year.

First it was the Christmas cards. Now it’s the Christmas chocolates.

Not so long ago, our team members spent hours during the build-up to Christmas signing hundreds of cards for our clients, suppliers and other stakeholders.

We stopped posting physical Christmas cards a few years ago, but have continued to send chocolates and other gifts in recent years.

They were both a lovely thing to do; a chance to say thank you to the many people with whom we work and to acknowledge that it takes a true team effort to create and deliver some consistently great work during the year.

But, in recent years, we have increasingly questioned whether sending physical gifts to our clients and stakeholders was always the right thing to do. So, for Christmas 2024, we have decided to give more money to the three charities we support as a company. 

We’re sure you will understand why we’re doing this.

These charities do some fantastic work – and I trust you’ll allow me a quick plug for each of them here.

1. Mesothelioma UK

The charity supports people with this horrible form of asbestos cancer. It’s a charity that is particularly close to the hearts of the team at CPL One as Martin (pictured below left), the husband of our colleague Janette Millan (below right), is currently living with mesothelioma. 

Soon after we heard about Martin’s diagnosis, it was brilliant to see Janette’s fellow media sales expert Caroline Harland (below centre) rise to the occasion and go full-on in raising funds for Martin, Janette and the charity. Caroline ran a brilliant coffee morning at our office in August, followed soon after by a crowdfunding campaign that would enable Martin and Janette to set off on a holiday of a lifetime to make some precious memories.

Between them, these raised more than £7,650 and CPL One is pleased to be making a further contribution to Mesothelioma UK this Christmas. 

2. Abbey People 

With its universities, science parks and fast-growing biomedical campus, Cambridge is an affluent city. But it also has sections of extreme poverty including in and around the Barnwell area, where our Cambridge office is located. Abbey People runs targeted local community projects, including running a food hub, supporting access to education and employment, and developing a culture of volunteering in the community. We support employees to volunteer at the food hub, and hope that more will do so in 2025 when we’ll also be carrying out some pro bono work for Abbey People, including creating newsletters and an annual report.

For this Christmas, our Wellbeing team have liaised with Abbey People to arrange for our employees (a few of whom are pictured below) to put together two special hampers for families who are struggling with extra financial pressures at this time of year. It has been brilliant to see our team’s response – and the company will be making a financial contribution to further support Abbey People’s work.

3. Batemans Trust

This one, I have to admit, is particularly close to my heart. My wife and I volunteered for the Batemans Trust in Chennai, India, back in 2006-7, supporting the fantastic work this small charity does to deliver education, secure accommodation and welfare for disadvantaged children. 

Over the years since then, the charity has changed the life chances of dozens of young people and it has ambitious plans to build its own school in the future.

CPL One sponsors seven-year-old Roshini (pictured below), who had a particularly challenging childhood before joining the girls’ hostel run by Batemans’ sister charity the Satkaarya Trust. We also carry out pro bono work for the charity, writing and designing an annual printed newsletter, as well as regular enewsletters and other material. And we’ll be topping up our donations to the charity this Christmas.

Of course, we all have individual charities that we support, but if you feel able to make a donation to one or more of these charities this year it would be hugely appreciated. And it might even make up for not receiving a box of chocolates from CPL One this year!

Donate to Mesothelioma UK here.

Donate to Abbey People here.

Donate to Batemans Trust here.