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Content is Not the King Anymore, Audio is!

This Growing Attention on Podcasts and Indie Radio Shows

I am not writing this to create a new Internet meme nor to despise those nondescript blogs who can’t produce a weekly blog post without shouting the super-famous line “content is king”. I am not also writing this to worsen the deteriorating world reading statistics. To make it clear, I am just saying what I think is already happening, an idea that although still in the verge of booming, is still isolated and rather a relative premature thought.

With all admittance and honesty, we can say that yes, it is, contents is still the king when it comes to search engine optimization. Yet when it comes to generating traffic, the story says a little bent truth. It seems like audio—Internet radio, podcast—is now the reigning king. Well, that’s for me, and perhaps it’s the same case with other people like those who run the super-websites Copyblogger and Volacci that put more attention on producing top class, independent radio shows instead of just putting it to words and prose.

In the advent of modern technologies that are mainly created and invented to increase the undermining literacy—and obviously readership—it is nonetheless unfortunate to hear that the reading population is continuously weakening and declining in number. Not even Kindle or Ipad helped to solve this problem. Even bloggers are now forced to include catchy videos and images on their posts because heavy or pure text articles are rather less appealing to readers. And it isn’t a question of age. We are all sentient that even adults, especially those who have already learnt how to use the entirety of the Internet, are slowly becoming less interested to reading, chiefly to superfluous and verbosely written articles.

Yet even these catchy videos and images seem so frail a style to scoop readers on the Web, an unsurprising reason why some blogs on the Web are into self-produced radio shows and podcasts.

Podcasts: Experimental, Alternative, or New Wave

Copyblogger isn’t the first website to include podcast on their daily posts. Podcast has been on the Web ever since radio stations ventured into putting their shows online; perhaps in other words, what copyblogger is doing isn’t really original at all. Yet we can say that it is somewhat experimental, for not all blogs on the Web have the guts and fervor to do it. Guts, for relying heavily on audio to convey a message isn’t really plausible at all if you think of SEO and all those Google indexing stuff, and fervor, for producing audio—from writing an edifying script, inviting connoisseur, and recording an entire release-ready audio production—isn’t a jest, needless to mention the required knowledge, time, and effort to nail it.

The audio file on each Copyblogger’s post is one good alternative to long and academe-esque post for their loyal readers, even the entire script—including the supposed to be omitted “em dashed” lines and interjection of the hosts and speakers—is still written and included below the audio bar.

But to think of it as a new wave manner of SEO-inclined blogging is still a farfetched idea. And although it is too early to say that, it is clearly undeniable that there is one big possibility that maybe someday, there will be hundreds of blog owners doing it the Copyblogger way.

The Rise of the Audiophiles

On the SEO side and why people would rather listen than read
I, too, am a big advocate of reading, or reminding people to grab books again to learn more outside of the academe knowledge, to gain information from the diverse ideas of diverse writers on libraries and bookstores. And I am not writing this to swerve from that advocacy.

There is no strong evidence yet that Google has the capacity to index and crawl onto audio files internal entities. With the weak reception of GAudi in 2008 and its total disappearance in 2010, even search engine optimization practitioners on forums and blogs are arguing if there is really one plausible possibility that they can read mp3s or wavs as it does in reading keywords. Technology-wise, it’s still impossible to detect audio files aside from its title—same goes with image and videos. And if ever that thing happens, Google will surely come up with AdWords audio counterpart.

Podcast and audio files cover all the entities that are absent in traditional and usual written text. Here, there is emotion: interjections, unwanted sneezes, laughter and revel words that can be oddly written as “hehehe” and “bwahahah” or onomatopoeias, and even the unadulterated clash of ideas between the speakers that gives additional color, vibrancy, and appeal to the listener’s learning process.

Nevertheless, when it comes to traffic, having a perfectly produced audio recording or podcast can attract many regular web visitors. I myself am into podcasts since I can listen to it while on the road without worrying about interruptions like shaky roads, uneven light, and eye fatigue. I also have a friend who converted some Internet marketing related stuff such as marketing reselling, SEO, and online business strategies into mp3 and put it in his music player so he can listen to it while lifting vein-wrecking metal plates and barbells.



Endless Rise, Inc.

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