reasons and ways to use this format in your strategy – WAU

(Click on the player to hear the narration of our post! Leave your comments in the comments.) As much as text materials are one of the most important ways of transmitting information on the internet, audio content is also gaining more and more more space between websites and blogs. Podcasts, audiobooks and […]

(Click on the player to hear the narration of our post! Leave your comments in the comments.)

As much as text materials are one of the most important ways of transmitting information on the internet, audio content is also gaining more and more space between websites and blogs.

Podcasts, audiobooks and post narrations are some of the formats that we see growing on the web.

They are gaining an audience that, for various reasons, prefers (or needs) to listen to read when it comes to consuming content.

Therefore, it is worth understanding how this trend has been forming and how it can benefit companies that base their communication strategies on content marketing.

And that is exactly what we will see in this post. Follow!

How do we know that audio content is a trend?

To demonstrate that more and more people are caring about audio materials, we selected some data from the study The Infinite Dial 2018, conducted by Edison Research and Triton Digital.

Although the information refers to the United States market, they are already good indicators of how the public is reacting to this type of media on the internet.

Check the most pertinent conclusions below.

Podcast consumption

When it comes to listening to podcasts, 44% of people said they have heard at least 1, which represents growth over previous years. In 2017, this figure was 40% and in 2016, 36%.

When asked if they listened to a podcast in the past month, 26% said yes.

It is also a growth compared to the past years. There were 24% in 2017 and 21% in 2016.

And, to get an idea of ​​the amount of podcasts that users usually listen to, 21% confirmed that they had consumed 4 to 5 podcasts in the previous week.

Consumption of audiobooks

According to the survey, 44% of respondents said they had heard an audiobook before.

This figure is not much different from previous years, in which we observed 45% in 2017, 43% in 2016 and 43% in 2015.

In addition, 30% of people said they had heard at least 1 audiobook in the past 4 weeks, with 27% of the respondent base saying they had heard 3 to 4 audiobooks in the last 12 months.

This shows a significant number of users who not only sympathize with this type of media, but are also regular users.

Devices and places to listen to audio content

To get a sense of what devices people use most to listen to audio content, interviewers asked those who have heard a podcast before if they did it on a computer, smartphone, tablet or other mobile device or if they don’t know .

In 2018, 69% performed this activity on a mobile device and 29% on a computer. In 2015, it was 55% on the mobile device versus 42% on the computer.

And, as for the places where podcasts are heard the most, we have the following data:

  • 49% listen at home;
  • 22% in the car or truck;
  • 11% at work;
  • 4% on public transport;
  • 4% at the gym;
  • 3% during a walk;
  • 7% others.

They are very interesting information, because they give us a good idea about the activities that people most like to combine with audio content.

What are the benefits of this type of content?

We have listed below the main benefits that audio materials can bring to a company and its admirers and customers. Check out!


As much as people with visual impairments or some difficulty seeing, have the option of using screen readers to access information in text format, the content produced specifically in audio is ideal for this audience.

Screen reading software has a robotic voice and is unable to convey the emotion and intonation required for text interpretation.

Meanwhile, the audio content offers a much more pleasant experience, also pleasing those who have no visual difficulties – which brings us to the next benefit.


It is very common for internet users to keep links to read later, either due to lack of time or simply because they are not in a good time when they come across an interesting post, for example.

In addition, it is possible that they leave that content forgotten and do not have the opportunity to return to that link.

In this sense, audio content appears as a great solution, as it is easy to consume and does not require the user to be looking at the screen to acquire the information.

In general, all you need is a smartphone and access to the mobile internet (or the uploaded file) to enjoy this type of media.

Thus, people can listen to a book, a podcast or other similar means while doing a mechanical activity (washing the dishes, driving the car, doing a series of weight training etc.) or simply in a moment of relaxation.

It is undoubtedly a greater convenience than stopping to read a text.

It is also a way of optimizing time, as it occupies a channel – hearing – which is not completely necessary on these occasions.


Another advantageous factor of audio recordings is that the voice has a captivating capacity, since it carries a personality that a text does not have.

This helps to humanize the relationship between the consumer or potential customer and the brand, not to mention that this kind of greater intimacy contributes to a more intense engagement with the company’s posts and other publications.

What types of audio content can I produce?

We have already mentioned several audio content that can be produced.

But, in this section, we will talk a little more about aspects of production and results that these materials are capable of bringing.

Narrated post

This is a resource used in blogs, where the narration of the article is available, alongside its own text.

The idea is to provide visitors with the option to read, listen or follow the text by listening to the narration in the background.

For that, there are plugins and platforms that allow the publication of this type of content.

Depending on the solution chosen, you will have at your disposal a network of narrators who can read your texts, need to make their own narrations or hire a professional in the field on their own.

As the number of blogs offering this option is still very small, this is an opportunity to surprise your audience, generate more interest and increase their involvement with the content and, consequently, with the brand.


A podcast is an interesting way to be constantly in touch with your audience – as long as you can maintain a frequency of episodes, like the traditional weekly regularity of that medium.

Do not think, however, that you need to have a great idea of ​​a theme for a podcast, which will require extremely creative guidelines and consume all your time.

Simple formats, like programs where the purpose is to answer users’ most frequently asked questions, can work very well.

On the other hand, it is important to take special care with quality, as listeners are usually quite strict about this.

As there is a high probability that they will listen to other podcasts and compare aspects such as editing and the quality of audio capture.

So invest in good equipment and evaluate the hiring of a company or professional specialized in editing podcasts, in case your organization is unable to do this internally.

In London, we see many podcasts focused on the entertainment, technology and entrepreneurship sector.

However, many organizations have yet to appreciate this medium as a tool for an effective content marketing strategy.

The humanization of the brand and the expansion of the audience, which we have already seen, are some of the advantages that can be obtained with a podcast.

Not to mention the possible consequences, such as getting partner advertisers and receiving invitations to participate in other podcasts.


Audiobooks, or audiobooks, are narrated content, but to a greater extent than posts with narration.

In general, they are nothing more than ebooks converted – with quality and interpretation – to the audio format.

And precisely because they are more extensive, they work well as an audio medium.

Prospects, leads and customers can download the PDF ebook and the MP3 audiobook, for example, and follow along while listening to the reading.

Or, upload the file to your smartphone and listen to it anytime, anywhere.

It is an excellent way for your audience to keep themselves well informed about a certain subject, taking advantage of possibly unproductive moments to expand their knowledge.

Therefore, we can conclude that audio content has the capacity to generate a great return for your inbound marketing actions, while not requiring an investment as high as the production of videos, for example.

By providing an accessible and easy to assimilate format, you will be able to attract more people and more opportunities for your business.

Did you like the post? Did you notice how a material that works with voice and other sounds has favorable characteristics, including with regard to time optimization?

If you want to understand what other strategies you can apply to your marketing strategy, check out our complete digital marketing ebook.

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