Designing your Audio Content Strategy in 2019

We have grown up listening to stories of people being glued to the radio. The derby matches, the favourite radio shows generated a strange fever among people. It is quite along the lines of what we feel waiting for each episode of Game of Thrones today. But are we to relive the olden days of radio, of listening to voices and engaging without actually ‘seeing’?

Google says we have reason to believe so. The golden days of audio are coming back and we better catch up with the rising trends! The trends have been steadily rising and we just haven’t noticed.

As we come to close off 2018, let’s juggle some facts.

Alexa and Google Home have seen unprecedented rise in sales this year. Humanity has moved towards a space clouded by voice messages and searches, customized audio replies and so much more.

Like audiobooks replacing paperbacks, voice searches have replaced typed google searches to a large extent. And the numbers are rising exponentially. Podcasts have seen a gradual rise in listenership, along with their social media shares. Radio channels are hiring celebrated stars, actors and directors to host shows. What does all of this signify?

What are the ramifications of these rising trends in the acoustic domain of infotainment and its dissemination?

Before going deeper, let’s stop and think about this strange medium of sound. Here are some of the interesting facets of this medium we always choose to ignore:

It is the most intimate of all media yet so less demanding. Sound and music hit us at our most intimate chords. We all have swallowed tears in buses, metros because that heart wrenching track came up in the radio. They are the most intimate and demands least attention when compared with video or a written article.


This feature suits millennial the most. This strange amalgamation of intimacy and passivity suits the modern man completely. Today we multitask relentlessly. Just think of the podcast you are playing right now as you continue to read this article. Wouldn’t you prefer if someone dictated you the crisp of this piece? You bookmark the cream of it and store to refer to it later.

Sound is proving to be a major source of infotainment dissemination in the coming years. Most social media like Facebook, Instagram, Spotify, Gaana, Google Play Music are combining into one large conglomeration. Spotify playlists can soon be shared via Instagram Music, a recent feature soon to be available in the entire world.

How should we adapt then?

When sound becomes the new sexy, we should be one step ahead of it. What seems like a limited option today shall proliferate tomorrow. In our websites we need to introduce voice-search optimization. Smart speakers are widely used as research tools today. When we optimize our product pages accordingly, not only are we increasing our sales percentage, we are also making our brand reach easier and wide.

Voice-search optimization, voice-optimized advertising are some such aural introductions unique to this marketing era. Thus, the final question: How are you planning to build your audio content strategy in the coming years?



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