Audio content – ​​the strategy that increases your reach

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Do you have the time and peace of mind to read all the content you would like to read that is available on the internet? Probably not. Just like 80% of people who responded to a survey by a company specializing in marketing tools . That's why the idea of ​​showing why creating audio content is so important.

Audio and video materials are on the rise, going from a trend to a consolidated tool. Six months ago, news was published that podcast consumption had increased by almost 70% in Brazil.

There are more than 1 billion websites registered on the World Wide Web in the world. Data from 2019 shows companies with more than 20 million podcast downloads , in addition to 2 billion users on video platforms.

Given these numbers in this sea of ​​information, it is essential that whatsapp names your audio, video and text content is integrated . In other words, a blog post that only has text format is outdated. Having a video excerpt is interesting and including audio will guarantee you better performance in front of search engines and certainly with the public too!

Discover 4 good reasons to use Audio Content
1. Accessibility & Reach
There are almost 40 million people worldwide with some type of visual impairment , including complete blindness. Although there are technological devices and equipment that can read subtitles and texts published in parameters compatible with these softwares, which can be read to the visually impaired, promoting autonomy is one of the pillars of audio materials.

Furthermore, people without disabilities are increasingly using audio resources to consume content while they are in the car, whether behind the wheel or as passengers. While doing household chores or going to the gym, or walking down the street, what we see most these days are people with headphones on. In other words, the audio format promotes accessibility for both people with disabilities and people without any type of reduced mobility or disability. Therefore, the reach of your content will certainly reach more people.

2. Lead capture generating sales opportunities
As a communication strategy, it is possible to mix free audio content with other content in which the company uses forms to capture leads, thus freeing up access to the audio.

In these cases, it must be done strategically so that the user sees value in exchanging their contact details for the content. So, one idea is to have something indicate that the audio has a bonus. For example: “listen to the article and at the end you will have access to a bonus with extra tips about the content available in the text material”.

Each lead generated becomes a sales opportunity. Communication between the marketing team and the sales team must be integrated to align content and deliver qualified leads , as these certainly tend to become potential sales.

3. Low-cost implementation
Implementing the process is quite simple. Digital marketing agencies, like ours, usually have the infrastructure to record audio and edit it if necessary. Publishing audio on the website follows the same path as the text, without the need for a plugin or other type of extension. However, it is important to note that the option with or without audio in publications must be included in the contract, and can be contracted for specific and strategic content, with the option for the client to even send the audio of the narrative.

4. SEO & Engagement
The more human it is, the greater the engagement. Whether in posts on social media or digital media, it has been proven that human involvement generates more identification and engagement among people. That is why hearing a human voice tends to generate greater engagement, sharing and involvement from the listener.

Here's a caveat: avoid robotic recordings. Despite the success of chatbots, people still prefer to talk to people, and companies that work with bots seek to humanize as much as possible precisely because of the high rejection rate of robots and the acceptance rate when there is a proximity to a more human profile.

SEO Checklist E-BOOK

When it comes to SEO and search engine ranking strategies, especially Google, your content in different formats generates greater attraction and increases the time that users spend on your page. Time on the page is one of the ranking factors, so adding audio will ensure that users stay there for the necessary amount of time to consequently improve your positioning, including in organic searches.