The role of audio in creating an effective content marketing strategy

Digital audio is now everywhere. In 2022, 74% of U.S. internet users, or 222.7 million people, listened to digital audio, according to eMarketer. The number is expected to continue climbing this year with audio listeners climbing 1.4% to 225.8 million in 2023 and surpassing 234 million by 2026, continuing a slow, but steady growth.

The option to listen is becoming indispensable for those who want to consume content at their convenience, regardless of the place, time, and activity. This is simultaneously creating new opportunities for businesses of all shapes and sizes to take advantage of this pro-audio behavior and improve their content marketing strategies.

Why audio hooks people

There is no shortage of benefits that audio brings to every content strategy: portability, immersion, intimacy, and passive involvement on the listener’s part, to name a few.

Looking from a scientific perspective, audio eliminates the decoding element of reading. Decoding is part of the comprehension process that centers on figuring out words from a combination of letters. So, when listening to a story, an individual is obtaining the same understanding of it as when reading it. 

However, there is an extra layer of sound that helps build a personal connection with the listener - the use of a voice. The pacing, pitch, and inflection of speech add a personal feel, allowing for a more intimate and authentic experience, as opposed to the impersonal nature of written content. This has been proven to help establish trust and memorability with potential customers.

Naturally, context matters here as different content (factual information, narrative-driven, technical, etc.) and genres have different impacts. Some will be better suited, some won’t at all as each of us has preferences in how we consume information. 

In terms of content consumption, this means that the preferred intake style can optimize the way people understand certain content. 

How to harness the power of digital audio for content marketing

Due to audio’s virtual omnipresence in our homes, cars, and pockets, it has a critical role in building stronger and more meaningful relationships through a variety of formats, platforms, and devices.

No legacy in audio is needed to boost your content marketing strategy. The first step is to offer some kind of listening experience. 

One of the easiest ways is to incorporate an audio player that turns existing textual content into an audio story narrated by AI voices. With features such as playback speed and multi-language support, these audio articles represent a more flexible way to explore content and attract new subscriptions or monetize via audio ads. The playback continues in the background while the user is away from it, freeing them to browse other content while they listen. 

As such, an audio player can be both a primary channel for content consumption and a complementary medium to the written word. It’s a particularly appealing option for news publishers who “peddle” information and can immensely benefit from making it listenable.

For productions such as limited series and special coverages, there is a choice to record a professional newscaster. This brings the best feel and nuance to the content, as well as a sense of uniqueness. Nonetheless, it’s a more expensive undertaking that only a select few publishers and brands with deep budgets can utilize.

Naturally, no talk about digital audio can go without podcasts. With millions of people tuning in to listen to their favorite shows on a regular basis, podcasts offer a valuable opportunity for businesses to get their message out to a large and engaged audience. They can establish themselves as thought leaders in their industry and connect with their listeners on a deeper level.

However, this is a saturated market. While the promise of increasing customer engagement and fostering a sense of community is tantalizing, podcasts might not work for everyone. They will arguably be most effective for companies and brands that operate in niche markets, where a dedicated community of consumers is essential for success.

Then, there are streaming audio platforms such as Spotify and Pandora. An increasing number of brands have been treating them as a form of social media in an effort to reach and connect with their audiences. The inherent organic distribution and user awareness of these platforms can be leveraged through branded or user-generated playlists that act as audible representations of a certain brand or their product or service. 

One of my all-time favorite examples is Barilla who curated a number of playlists that pair up with a type of their pasta to help fans cook it just right. This hits the nail on the head when it comes to two major benefits of audio content: engaging users and increasing reach.

Finally, as a conduit for news and information, smart speakers present a unique way to supplement your content strategy by reaching customers through voice-based experiences. This will require a customized set of voice skills or actions so that users can access content within shouting distance of Google Nest Audio, Amazon Echo, or any other smart speaker.

By providing engaging and informative pieces of audio content, businesses can make their online presence more dynamic and interactive. This can help keep consumers engaged and coming back for more as it’s an unassuming, screen-free way for content to be consumed.

For instance, NPR does a great job integrating voice technology into its marketing strategy. They have a voice skill that plays live radio, news, as well as shows and podcasts from the nationwide network of NPR Member stations. The company also has a separate news-only skill that delivers five minutes of news, updated hourly, with extra video content on compatible devices. For Alexa users, there are three custom routine templates to streamline the integration of skills into their lives.

Strategy for the masses

As listening patterns continue to evolve and grow along with the number of audio devices, it’s clear there is an audio strategy that will work for everyone. 

Audio content can be a powerful tool for boosting any content marketing strategy as it allows for the creation of engaging and authentic content that, simply put, works. Audio is where people are these days and they’ll stay there for a long time. If done properly, adding audio to your content strategy can, at the very least, boost brand awareness and increase customer engagement.

The best thing about all of this? It really doesn’t matter if people look for entertainment or information. They want all of it, in more ways than one.