Blog

10 / April / 2020

5 reasons to pay attention to audiocontent

Now is the time to add audio content to your content marketing strategy. If you want to keep your audience engaged, you need to think about their ears as well as their eyes.

5 reasons to pay attention to audiocontent

Now is the time to add audio content to your content marketing strategy.  If you want to keep your audience engaged, you need to think about their ears as well as their eyes.

According to Edison Research, podcasts are becoming increasingly popular. The ‘share of ear’ on mobile devices is almost tied between traditional radio and podcasts.

Why audio content is ultimately necessary for your content strategy?

There are many reasons.

Firstly, the traditional visual and text-based genres today aren’t enough to drive engagement. To succeed in a saturated content landscape, where overall shares have fallen by 50 percent, marketers need to think outside the text box to drive engagement.

Audio content makes sense because it’s second only to video as people’s preferred format. The average American consumes five hours of video each day and two hours of audio content.

It also was found that people spend seven hours a day on non-work related activities. With limited free time, audio becomes even more important because people can listen to podcasts and audio courses when they are doing something else — running, walking, at the gym or doing house chores. Video content, because it requires two senses instead of just one, is more limiting.

So, audio content drives engagement and (or even because) it’s easy for your audience to use while multi-tasking.

Audio content is also poised to become incredibly lucrative. Big brands are already investing heavily in audio marketing. Audio marketing spending is expected to surpass $20 billion by 2020.

According to an IAB study, almost two-thirds of listeners admit they are inclined to consider purchasing or researching a product based on podcasts’ recommendations, or ads streamed during the podcasts they love. This includes both podcasts published by marketers and any relevant ads streamed during podcasts.

Finally, according to the same research, audio content has become more relevant in today’s context because of the flexibility and control it offers to listeners.

So, why choose to create or publish audio content?

  • It’s easier for people to multi-task with podcasts than to multi-task while reading an article or watching a video.
  • The number of marketers who use audio content is increasing with every year.
  • The budget allocated for audio ads is growing faster than ever.
  • Podcasts are an effective way to spread the word about a specific product or service.
  • Podcasts promise increasing revenue.