Are Audio Articles the next norm in content marketing?

How often do you find an article without the ubiquitous sharing options embedded in it? It would be rather odd if I’m unable to share an article I like.

There’s a similar trend that’s been picking up recently. Embedding an audio version of the article, in the article along with its written text. The benefit of doing so is quite obvious. Firstly, you are providing another channel to consume the article which arguably is more convenient than reading. Secondly, It increases the reach, engagement and total time spent.

But if providing an audio version is beneficial why are we seeing more and more publishers and bloggers embedding audio just recently? Reason for the increase in the Audio formats are much better synthetic voices an increase in demand for Audiobooks and podcasts

You see, creating audio takes time. The process of narrating articles, editing, embedding them, etc. takes time, which compared to the value they would provide makes the process difficult and less worthwhile. After all, it’s not like people won’t get the content if there’s no audio.

So why are content creators nowadays going through the effort of adding audio narrations to their articles? It’s because the effort is not what it used to be. Today, creating an audio narration doesn’t take time. Today, we have synthetic voices, powered by Machine Learning that can narrate the articles with a voice that’s almost as clear and natural as a voice actor.

The reduction in time and effort in creating audio narrations suddenly makes creating audio narrations worthwhile because hey, why would you not want to provide convenience to your users while increasing the accessibility of your content?

Let’s look at some of the websites who are leading this trend, and their reasoning behind in doing so.


Audio Articles the next norm
Notice how the ‘LISTEN TO ARTICLE’ button perfectly blends in the page, complementing and adding value to the written content.

This is the audio narration from the article –

Bloomberg using Amazon Polly to voice their articles

They are using Amazon Polly to create the audio versions of their articles but surprisingly they are still using the old voice, and not the Neural Newscaster voice which is specifically built for reading news and articles.

Here’s an excerpt of the same article narrated by the Newscaster voice created using’s text to voice editor

Newscaster voice provides more realistic audio quality

Do you notice the difference in quality? The Newscaster voice is 4x times more expensive.

According to Digiday, Bloomberg started offering audio in May 2018 to cater commuters who would prefer to multitask while getting their news. Since then, their users are listening to an average of 6 stories per session making the audio narrations second-most popular media type on their app!

Financial Times

Audio Articles the next norm
Financial times audio articles page

The Financial Times offers a dedicated page for audio versions of its articles. Not sure if the narrations are human read or computerized because they offer the audio as a premium feature that is only accessible to their paid members.

Audio offered to paid members only



Audio Articles the next norm

Convince & Convert

Here are a couple of other websites offering audio articles

Audio Articles the next norm


While the majority of websites offer Audio options, people will look out for it on every other website they visit. Just as it would be rather odd or inconvenient for me to share an article without sharing widgets on the page; forcing me to read an article without providing an option to listen would be equally inconvenient.


  1. Thank you for another great post. Where else could anybody get that kind of information in such a perfect way of writing? I have a presentation next week, and I’m on the look for such information.

  2. Awesome stuff. Please keep writing more things like this. I really like the fact you went so in depth on this and really explored the topic as much as you did. I read a lot of blogs but usually, it’s pretty shallow content. Thanks for upping the game here!

  3. I got this web page from my friend who told me about this website and now this time I am visiting this website and reading very informative content at this time.

  4. Prettү section oof content. I just stumbled upon your website and in accession capital to assert thаt I get in fact enjօyeԁ account your
    bⅼog posts. Any way I will be subscribing tto yοuг augment and even I achievement you acccess consіѕtently ԛuickly.

  5. I savoսr, result inn I found just what I used tο bbe looking
    for. You’ᴠe ended my 4 dаy lengthy һunt! God Bless ʏou man. Have a great dɑy.

  6. You rеalⅼy make it seem reaⅼly easy together ԝith youir prrsentation howeѵeг I fijnd this matter to be actualⅼy something thazt I tthink I migh never understɑnd.

    It seems too complicated and very wide for me. I am looking forward on your next
    publiѕh, I will tryy to get tһee dangle of it!

  7. After exploring a number of the articles on your website,
    I truly appreciate your way of writing a blog.
    I saved it to my bookmark site list and will be checking back soon. Take a look at my website as well and tell me how you feel.

  8. Exceptional post however I was wanting to know if you could write a litte more on this subject?

    I’d be very thankful if you could elaborate a little bit more.
    Bless you!

  9. Attractive section of content. I just stumbled upon your website and in accession capital to
    assert that I acquire in fact enjoyed account your blog posts.
    Any way I’ll be subscribing to your augment and even I
    achievement you access consistently rapidly.

  10. I was recommended this website by my cousin. I am not sure whether
    this post is written by him as no one else know such detailed about my trouble.
    You’re amazing! Thanks!

  11. Thanks for your marvelous posting! I actually enjoyed reading it, you might be
    a great author.I will be sure to bookmark your blog and may come back later on. I want to encourage
    you to definitely continue your great work, have a nice weekend!

Leave a comment

Your email address will not be published. Required fields are marked *