{"id":111934,"date":"2020-09-10T14:00:00","date_gmt":"2020-09-10T19:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/audio-killed-the-video-star-como-el-audio-genera-engagement-en-la-era-de-la-multipantalla\/"},"modified":"2024-12-21T05:52:48","modified_gmt":"2024-12-21T10:52:48","slug":"audio-killed-the-video-star-como-el-audio-genera-engagement-en-la-era-de-la-multipantalla","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/strategy\/audio-killed-the-video-star-como-el-audio-genera-engagement-en-la-era-de-la-multipantalla\/","title":{"rendered":"Audio killed the video star? C\u00f3mo el audio genera engagement en la era de la multipantalla"},"content":{"rendered":"<p><em><span style=\"font-size: 10pt;\">  Escucha este post (en ingl\u00e9s) <\/span><\/em><\/p>\n<audio class=\"wp-audio-shortcode\" id=\"audio-111934-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"\/wpe-content\/uploads\/2020\/06\/Audio-Killed-the-Video-Star-Read-by-Orli-Kessel.mp3?_=1\" \/><a href=\"\/wpe-content\/uploads\/2020\/06\/Audio-Killed-the-Video-Star-Read-by-Orli-Kessel.mp3\">\/wpe-content\/uploads\/2020\/06\/Audio-Killed-the-Video-Star-Read-by-Orli-Kessel.mp3<\/a><\/audio>\n<p>En los 2 \u00faltimos a\u00f1os ha surgido una tendencia que tiene a los creadores de contenidos \u2014que van desde medios informativos a repositorios de art\u00edculos para trabajos de clase\u2014ofreciendo a los lectores la oportunidad de consumir sus contenidos de formato largo (long-form) online. Desde <em>The Atlantic<\/em> a <em>The New Yorker<\/em> pasando por <em>The Economist<\/em>, los audio art\u00edculos se han vuelto omnipresentes. <\/p>\n<p>A diferencia de los podcasts, que m\u00ednimamente requieren una estrategia de contenido, recursos de producci\u00f3n, y un plan de distribuci\u00f3n, los audio art\u00edculos lo que hacen es convertir material escrito, en audios reproducibles que se comparten a la vez. <\/p>\n<p>Pero \u00bfmejorar\u00e1 el engagement de los usuarios si a\u00f1adimos otro formato m\u00e1s al panorama, al mundo contenido, ya de por si abarrotado?. En un momento en el que se consume m\u00e1s contenido que nunca, a\u00f1adir audio en el mix puede parecer como a\u00f1adir desorden a un mundo saturado. En este caso la evidencia dice lo contrario.<br \/>\nSeg\u00fan Megan Leap, Content Director en Convince &amp; Convert, los audio art\u00edculos <a href=\"https:\/\/www.convinceandconvert.com\/content-marketing\/how-we-increased-time-on-site-with-audio-articles\" target=\"_blank\" rel=\"noopener\">aumentan el tiempo de permanencia en p\u00e1gina de cuatro a nueve minutos<\/a>. <\/p>\n<h2>Aprovechando que tenemos las manos libres<\/h2>\n<p>Con la cantidad de contenido disponible online, a la gente no le cuesta encontrar los contenidos que buscan, lo que les cuesta es encontrar tiempo para consumirlos y disfrutarlos. <a href=\"https:\/\/speechkit.io\/\">SpeechKit<\/a>, es una compa\u00f1\u00eda tecnol\u00f3gica que permite a los medios editoriales convertir a los lectores en oyentes a trav\u00e9s de audio art\u00edculos, descubri\u00f3 que la conveniencia y la movilidad de las ediciones de audio y en las noticias brindaba a los lectores una forma totalmente nueva de interactuar con los contenidos que les interesan. Los n\u00fameros hablan por s\u00ed mismos: SpeechKit tuvo una media de tiempo de escucha de 3:44 minutos por art\u00edculo\u2014casi <a href=\"https:\/\/medium.com\/speechkit\/how-audio-is-increasing-engagement-with-digital-news-publishing-c6b0ceb445e3\" target=\"_blank\" rel=\"noopener\">un aumento del 300% del tiempo de interacci\u00f3n<\/a> respecto al tradicional contenido de texto.  <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-52185\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/headphones-at-work.jpg\" alt=\"\" width=\"652\" height=\"326\" \/> <\/p>\n<p>Tras las expectativas iniciales de que los audio art\u00edculos se consumir\u00edan b\u00e1sicamente en m\u00f3viles, SpeechKit reporta que <strong>m\u00e1s del 40% del consumo de audio sucede en el ordenador<\/strong>. Este enfoque \u201cmanos libres&#8221; de los formatos largos de contenido se adapta muy bien a la mentalidad multitask de los usuarios\u2014y atrae audiencias que quieren consumir esta informaci\u00f3n, pero sin tener que estar dedicando toda su atenci\u00f3n a la lectura. <\/p>\n<p>Como dice <em>la directora de Estrategia y Operaciones de The Atlantic<\/em> Kimberly Lau: &#8220;Los art\u00edculos de audio van sobre la conveniencia de lectura y la <a href=\"https:\/\/www.newsmediaalliance.org\/atlantic-experiments-audio-articles\/\" target=\"_blank\" rel=\"noopener\">presentaci\u00f3n y entrega de contenidos en la forma que mejor funcione para nuestros lectores<\/a>.&#8221; <\/p>\n<h2>Beneficios que no puedes ignorar<\/h2>\n<p>Como marketeros, \u00bfqu\u00e9 oportunidades nos brinda el contenido de audio? De la forma que nosotros lo vemos, el audio presenta 3 beneficios claves para marcas de todos los tama\u00f1os: <\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Nuestra Newsletter            <\/h2>\n            <p class=\"subtitle\">\n                Recibe en tu bandeja de entrada informaci\u00f3n<br class=\"d-none d-lg-block\"> exclusiva sobre lo m\u00e1s relevante<br class=\"d-none d-lg-block\"> del marketing digital.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d14e44ec26a'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Direcci\u00f3n de correo electr\u00f3nico' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Enviar<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d14e44ec26a');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Gracias por suscribirse.');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Hubo un error al enviar el formulario.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Y al mismo tiempo este formato mitiga las dificultades a las que se enfrentan las personas con discapacidad visual cuando consumen contenidos web diariamente. <\/p>\n<p>Se estima que, globalmente, al menos 1 bill\u00f3n de personas tiene una discapacidad reconocida, y que gastan <a href=\"https:\/\/www.w3.org\/WAI\/business-case\/#increase-market-reach\" target=\"_blank\" rel=\"noopener\"> $7 trillones de d\u00f3lares anuales<\/a>. Esto significa que las organizaciones que hagan su audio accesible est\u00e1n mejor equipadas para llegar a este mercado y obtener beneficios como: <\/p>\n<ul>\n<li>Aumentar el tr\u00e1fico y el uso de la web<\/li>\n<li>Una experiencia de usuario mejorada para todos y un incremento de la satisfacci\u00f3n del cliente<\/li>\n<li>Aumentar la cuota de mercado<\/li>\n<\/ul>\n<\/li>\n<li>\n<h3>SEO<\/h3>\n<p>Crear contenido que eduque, motive y enganche a los usuarios es clave para generar autoridad en web. Ya quedan lejos aquellos tiempos en los que las llen\u00e1bamos de keywords, aquella \u00e9poca en la que s\u00f3lo con subir art\u00edculos al blog, bien llenitos de palabras clave ya experimentabas un aumento del tr\u00e1fico. Ahora el contenido debe responder a las necesidades de los usuarios y ser \u00fatil para los lectores, y as\u00ed generar el engagement que Google est\u00e1 priorizando. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/podcast-indexed.jpg\" alt=\"Los resultados de b\u00fasqueda de Google incluyendo podcasts\" width=\"612\" height=\"306\" class=\"alignnone size-full wp-image-52368\" \/> <\/p>\n<p>La llegada de los art\u00edculos de audio coincide con un momento en el que los motores de b\u00fasqueda (especialmente Google) han decidido <a href=\"https:\/\/www.impactbnd.com\/blog\/3-facts-you-need-to-know-about-google-indexing-spoken-words-within-podcasts\" target=\"_blank\" rel=\"noopener\">indexar audio y contenido<\/a>. Google explica que: &#8221; Destacaremos aquellos episodios basados en la comprensi\u00f3n de Google sobre lo que se est\u00e1 hablando, por lo que se podr\u00e1 encontrar tambi\u00e9n informaci\u00f3n relevante en audio.\u201d Sabiendo esto, los art\u00edculos de audio se considerar\u00e1n parte de una estrategia de contenido y SEO para aquellas marcas que quieran destacar a\u00fan m\u00e1s <\/li>\n<li>\n<h3>Sin costes iniciales<\/h3>\n<p>Para los creadores de contenido que est\u00e9n pensando en a\u00f1adir audio a la experiencia de usuario, los audio art\u00edculos son un recurso efectivo y econ\u00f3mico para empezar. Al contrario que los podcast, los audio art\u00edculos no necesitan las voces de influencers, ni crear un entorno de producci\u00f3n o identificar un plan de medios. En vez de esto, simplemente convierten contenido existente en brillantes nuevos activos. <\/p>\n<p>Lanzarlo es f\u00e1cil y los resultados de esta estrategia de bajo coste pueden ser muy significativos. Prueba de ello es por ejemplo, el magazine digital dan\u00e9s, Zetland, que reporta que su <a href=\"https:\/\/niemanreports.org\/articles\/audio-articles-are-helping-news-outlets-gain-loyal-audiences\/\" target=\"_blank\" rel=\"noopener\">media de tasa de finalizaci\u00f3n de una historia en audio es del 90%<\/a>.<\/li>\n<\/ol>\n<p>Es curioso c\u00f3mo puedes usar el audio para amplificar el compromiso de la audiencia con tu contenido. Somos todo o\u00eddos. Hablemos. <\/p>\n<p><a class=\"btn blog-contact-btn\">CONT\u00c1CTANOS<\/a><\/p>\n<div id=\"pdfDownload\">\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 5408011,\n\t\t\t\t\t\t\t\tformId: \"b74b7a49-b912-4f04-85c2-316857d74d8c\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1775324740000-4153870715\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1775324740000-4153870715\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Escucha este post (en ingl\u00e9s) En los 2 \u00faltimos a\u00f1os ha surgido una tendencia que tiene a los creadores de contenidos \u2014que van desde medios informativos a repositorios de art\u00edculos para trabajos de clase\u2014ofreciendo a los lectores la oportunidad de consumir sus contenidos de formato largo (long-form) online. Desde The Atlantic a The New Yorker [&hellip;]<\/p>\n","protected":false},"author":135,"featured_media":111906,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2908],"tags":[],"class_list":["post-111934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Audio killed the video star? C\u00f3mo el audio genera engagement en la era de la multipantalla | DAC<\/title>\n<meta name=\"description\" content=\"El contenido de audio est\u00e1 probado que aumenta el tiempo de permanencia en el site. Pero, a\u00f1adir un nuevo formato, al ya de por si abarrotado panorama del contenido, \u00bfrealmente mejorar\u00e1 el engagement?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/strategy\/audio-killed-the-video-star-como-el-audio-genera-engagement-en-la-era-de-la-multipantalla\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Audio killed the video star? C\u00f3mo el audio genera engagement en la era de la multipantalla | DAC\" \/>\n<meta property=\"og:description\" content=\"El contenido de audio est\u00e1 probado que aumenta el tiempo de permanencia en el site. 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