Does Audio Content Form Part of Your Global Content?

February 23, 2018by Rebecca Metcalf

Humans are estimated to have used spoken language for over 100,000 years. Written language, on the other hand, dates back only to around 6,500 years ago. This is why hearing words spoken to us comes far more naturally than reading them on a page. After all, infants start speaking naturally from 18 months old, while it can take up to seven or eight years to learn how to read.

This primacy of spoken communication can also be felt in the way we consume media and interact with technology. Just think of how the popularity of podcasts, audiobooks, and video content has skyrocketed over the past decade, or how text-to-speech technology has developed to a point where it can be difficult to distinguish between a computer-generated voice and an actual human.

With all of this in mind, any business that’s looking to make an impact with potential customers needs to consider growing its repertoire of audio content. This is especially the case for organizations planning to expand into new international markets, as well-crafted audio content is far more likely to engage foreign consumers.

Here are some tips for including audio as part of your global content:

Review your existing content

The first step is to determine exactly how much of your existing content can be adapted to audio. Conduct a comprehensive content audit, keeping in mind factors like popularity, purpose and long-term relevance. For example, you might want to consider adapting existing marketing materials for your flagship product line. If content can be repurposed into audio, your organization will be able to save on the costs of creating new content from scratch.

Keep the number of voices down

When creating audio content, it’s important to keep things as simple as possible. Usually this means only using one voice, as this not only means your content will be cheaper to adapt and record, but also that your audio content will be consistent from one piece to another. An unnecessarily high number of voices can inflate costs and take away from the overall impact of your content.

Determine whether audio is necessary

In some cases, the best move might be to postpone the creation of new audio content in favor of simpler, cheaper options. For example, if you have existing video material with English-language audio that you would like to use in a new marketing campaign in Germany, it could make more sense simply to create German subtitles. Not only is this significantly cheaper, but a large percentage of the urban German population can already understand English and wouldn’t need new audio in the first place.

If you would like to discuss the benefits of organizing your Global Content, do connect with us.

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Rebecca Metcalf

Rebecca Metcalf

Rebecca is a Global Content Business Analyst at Rubric. With a wealth of experience in the localization industry, Rebecca’s focus is on expert business analysis of clients' global content needs, content and data architecture, globalization strategy and working practices. Key to her role is understanding a client’s process, what success and value mean to them, and what outcomes are required for quality content and ROI. Focusing on outcomes rather than outputs, Rebecca partners with clients to design solutions and frameworks that deliver long-term globalization success.

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