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Singapore Content Marketer John Teoh Stresses The Importance of Audio in Content Marketing
By: John Teoh
Says Singapore content marketer John Teoh, "Audio content has a distinct advantage over video and text content in that it is extremely easy to engage with. The target audience can do so in a more passive manner as they are not physically required to watch or read it, but can listen to it even when engaged in a number of activities. You may listen to it while driving while working out at the gym, or even when cooking"
Critically the advent and rise in the use of smart speakers and voice-activated searches had made engagement with audio content all-pervasive and part of our everyday lives. That apart, a large number of major brands have invested bog in audio marketing dollars. This spend on audio content has already reached tens of billions of dollars.
Types of Audio Content a Marketer Can Leverage
Podcasts are easily the most well known of all the types of audio content and is growing in popularity by the day. The number of listeners of podcasts now number in the many millions, making them a very potent marketing tool.
Audiobooks have become immensely popular and are even beginning to give stiff competition to traditionally published books. Audio downloads have been growing exponentially and this fact is not lost on marketers. They are busy converting ebooks that they had already created as part of their online marketing strategy into the more user-friendly audiobooks.
Voice search optimization involves customizing ads or content to be easily searchable via voice, by way of a virtual assistant or smart speaker. With more and more online searches being conducted this way, marketers have realized the critical importance of mastering voice search optimization.
These are the next big thing to watch out for. For now, these might only be getting aired on streaming, but the day is not far when smart speakers and virtual assistants like Alexa might start offering an advertising platform as well.
With a veritable audio revolution hitting in the offing, one can expect savvy marketers to have a very large audio component in their marketing plans. This has been driven as much by technology as it has by the reach and all-pervasiveness of the medium itself. Going forward, expect audio marketing to boom big time.
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