Audio content is all around us. You probably use it yourself. You know, that podcast you always listen to while stuck in traffic on your way to work? Audio content.
“Ah, so you’re one of the few people on this planet that still reads blogs? Don’t you know written content is sooo 2019?” Just kidding, of course I’m more than happy you’re taking the time to read this blog. It’s actually quite comforting to know my work doesn’t just disappear into the endless abyss of content that’s being uploaded every minute of every day. However, there is some truth to my sneer. Written content is old news. A good comparison would be the avocado. I mean, fine, there are probably still countless people who enjoy their smashed avocado toast every morning, but most enthusiasts are waiting for a new hype to take the throne. And while the foodies of this world dedicate their lives to the newest food trends, social influencers and entrepreneurs commit themselves to the next big thing in content marketing: audio content.
Audio content is all around us. You probably use it yourself. You know, that podcast you always listen to while stuck in traffic on your way to work? Audio content. That audiobook read by Stephen Fry (honestly one of the most soothing voices known to man) you use to help you fall asleep? Audio content. One of the advantages audio content has over written content is that you can easily incorporate it into your day. During your weekly cleaning routine, when taking the bus, while you’re cooking, you get the gist of it. All you really need is a smartphone or laptop and you’re good to go. It’s up to you whether you’d like to bless your surroundings with the content you’ve chosen to listen to, or if you’d rather opt for a set of headphones.
One of the advantages audio content has over written content is that you can easily incorporate it into your day.
Another advantage of audio content is that it’s suitable for all ages. Some services, like online streaming service Pinna, even provide podcasts and audiobooks aimed specifically at toddlers and preschoolers. Fun, and incredibly useful as a means to entertain your child during a long car ride or when you’re working from home and could do without the distractions (something a fair amount of parents of young children may recognise due to the whole COVID-19 situation).
Ah, I digress.
It’s not only suitable for entertainment purposes. It’s also an important marketing tool. We’re all familiar with radio advertising, but audio advertising is no longer limited to just radio shows. Podcasts and content on audio streaming services such as Spotify are often accompanied by audio advertisements, too. Quite clever, since recording an audio commercial is a fair bit cheaper than recording a video. In addition, depending on your target group, it’s an easy way to reach a large audience.
And let’s not forget the education-related possibilities. E-learning? Audio instructions for your employees? Maybe one of your employees has trouble reading? Or some of your staff has a different language background? In those cases, your company might benefit greatly from spoken instructions and audio files.
A fairly new and promising initiative I would like to mention is a tech start-up in Hilversum, named XS2RADIO. Several weeks ago, they launched a platform that allows publishers to start their own radio station. How cool is that?! Just image this technology being made available to a wider audience. Both websites and YouTube channels may become a thing of the past once everyone can start their own radio station, customised to the needs and interests of their intended target group. I repeat: how cool is that?!
While we aren’t planning on starting our own radio station as of yet, though Ludejo FM does have a nice ring to it, we do already focus on a variety of audio content forms. Ranging from audio commercials to podcasts and spoken safety instructions. And of course, provided in various languages. During the past few tumultuous weeks, for instance, we’ve invested a great deal of time in translating and recording the RIVM’s guidelines. Why, you ask? Because we believe in the importance of making all information concerning the coronavirus available to every person. That includes those who have trouble reading or those with a different language background.
Have you harnessed the power of audio content yet?