Benefits of audio content for publishers

Nov 30, 2021 | Articles

Roberta

Roberta

Contributor

Audio Content

According to emarketer.com, more than 70% of US adults listened to digital audio content at least once a month in 2020 and 91,7% of this occurred by mobile.

If you remember, some time ago we were talking about how publishers are amplifying their podcast libraries. Have you missed that article? Then you can check it out here.

However, audio content is not just podcasts.

It is any type of published material or information that is consumed through listening. This area of content includes any type of auditory entertainment or marketing collateral such as podcasts, audiobooks and artificial intelligence (AI) voice assistant skills or actions.

Source: searchcustomerexperience.techtarget.com

In this article we will analyze why audio content is becoming so popular and how many types of content publishers should consider.

Keep reading to learn more.

Types of audio content for media publishers

Let’s review the main ones!

Podcasts

These are one of the most popular audio content types. They have been growing in popularity since they started in 2004.

They are so popular that this summer Facebook launched its own podcast platform.

Don’t you know it? Check out this article!

Do you wanna know more about podcasts and their utility for media publishers?

Find out more here.

Audiobooks

They have become a very popular format, and are even starting to rival traditional books.

And if you don’t think that audiobooks are so relevant, take a look at the stats.

The entire audiobook ecosystem is worth $3.3 billion (around €2.9 billion) and is expected to grow to $15 billion by 2027 (around €13.1 billion).

Source: from “The evolving audio landscape for publishers” – whatsnewinpublishing.com

Voice SEO

It is the practice of tailoring ads to be searchable via voice search, usually from a smart speaker or virtual assistant device.

Audio Advertisements

Audio-only advertisements are pretty limited to streaming radio services like Spotify but, as more alternative listening platforms pop up, advertising will be a key element.

What are the benefits for media publishers?

Your audience can listen to audio content everywhere.

Literally everywhere. In the underground, at the gym, at home…

That makes it a very easy product to consume.

It means that your audience can engage with your podcasts while performing other tasks.

This way, you can make it easier for your audience to improve time management.

And, the most important pro is that publishers can enter the segment by identifying the niches they are renowned for and leveraging them.

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