After 31 posts (including this) and 1 audiobook narrative, we found some very interesting results
No time to read now? How about listening to the article? Try it in the player below!
How many times have you opened a link without consuming content on the spot?
How many times do you save an article for later reading and leave the link at the edge of the reading list?
By the way, how many links in the reading or favorites list will you open later?
There are many reasons why we don’t consume content the moment we open the link.
It may be that the content is interesting, but not enough to interrupt other activities. The problem is not necessarily the quality of the content. This is probably the situation this person is in.
In an era when people increasingly seek to achieve high productivity, many people face eternal challenges to optimize their time.
One of these ways to optimize time is in the form of content consumption.
The content is not just what you are reading.
The content is also the video you watch on YouTube. Infographics shared on social media. And the audio player at the beginning of this article.
This is the last content format I will discuss from now on.
It is content that can be consumed when the user performs other activities. He may be cooking, driving, exercising, or doing any other behavior that makes it impossible to consume content in text form. After all, just because our hands are full doesn’t mean we can’t use the time to develop.
Radio stations often do this. It provides a way for people to consume content while performing manual activities.
On the Internet, we see the growth of podcasts. But even if your company hasn’t produced a podcast, it can make audio content simpler, such as post-narration.
Providing your company’s content in audio format has many advantages. The first is the diversification of content types. Many people like to read, many like to read, and many like to listen. With this new option, you can contact them in their favorite format.
Basically, there are 5 major benefits for companies providing narrative posts. they are:
- Help people with reading difficulties
- Get closer to the audience
- For people to consume content while performing other activities
- Make audio more humane
- Generate leads
By providing posts with narratives, we learned 6 lessons in RD
Since January 2017, we have been providing audio options in some posts. For this, we use the platforms of our Vooozer partners.
One big advantage of using this platform is that all audio is narrated BeingIn other words, robots and unnatural sounds are not used in the narrative.
The narrated audio has emotion, intonation and pauses, making the content easier to absorb and understand than automatic narration.
After 8 months of experience, 31 narrations (including this one) and 1 audiobook, we got some results:
1. Comments praise the audio option in the post
One of the best ways to determine whether your content is useful to your audience is in the comment box.
For posts with built-in players, we will get some very good feedback.
2. Quote audio options to share and comment on social media
Another way to measure whether the content is useful to the audience is through sharing. When people share your content, they are actually promoting your business. In other words, the content was different and affected that person.
We noticed that one curiosity is that people sharing RD posts not only emphasize content but also format.
3. Create value for the audience by providing alternative formats
By putting the audio player in some posts, we allow people to interact with Resultados Digitais in situations that were not possible before.
4. Clues generated by the audio player
After experimenting with the format and collecting positive feedback from the narration, we also started using the player to generate leads.
The Vooozer platform itself integrates this function into the RD station. Therefore, simply fill in the email (yes, email alone is sufficient in this case) the option to “unblock” the user from listening to the audio.
At the time of writing, the email mini form has been enabled for 40 days. During this period, 1.042 clues.
5. O primeiro audiobook da RD
After publishing 31 posts with narration, we decided to go one step further and test a new content format: audiobooks.
To this end, we relaunched the digital marketing of e-books for entrepreneurs, and provided two options on the thank you page: PDF e-books and MP3 audio.
After the first week of restarting, we got 2,503 clicks on PDF, 2,021 clicks to download MP3 and 796 plays on streaming media.
6. What about the numbers?
Finally, I want to share some trivia and statistics. In terms of data, some of the results we collected are:
- 10903 seconds of audio content and 1,028,314 seconds of playback time.In other words, within 3 hours of content, visitors were 286 hours.
- The content multiplier factor is 95: for every minute of content distributed, 95 minutes of engagement will be generated.
- 5.7% of independent visitors clicked on the player;
- 1.6% of independent visitors finally listened to the audio;
- On average, when someone tries an audio post, there is a 28% chance that the person will finish listening to the content;
- More 1.000 clues Generated by Vooozer player.
These numbers show that our audience has adopted audio content well.
By the way, have you heard any audio content on the Resultados Digitais blog? What do you think? did you like it? Can we improve? Leave your comment below to continue the conversation. 🙂