It’s no secret that dynamic content like audio and video make blog articles, social media posts and websites more appealing for your audience. It encourages people to stay and consume your content in its entirety rather than scrolling through. It pushes them to convert, whether that be to purchase something through your eCommerce site or to sign up for a monthly newsletter. People are suckers for the added value of audio and video.
However, it isn’t enough to simply throw these elements onto a page. For starters, in order to get your content on the map, you need accurate metadata to rank it in search engines. Keywords, video description, descriptive headers, the like. It needs to be searchable and able to be categorized.
You also need to consider accessibility standards. There are conditions that your content must meet to be considered accessible to most or all abilities. There are also additional measures you can take to be sure that your content can be consumed by any web users who are interested. Accessibility makes your content stand out among others that may not strive for the same standards. This can give you a significant leg up over the competition in your subject area or industry, especially when it comes to organic reach. A well-functioning web page is likely to be passed on from one person to another who share common interests. If it’s a mess, nobody will want to spend time reading it, much less recommend it to a friend.
There are a variety of ways to produce and disseminate content in an accessible way. Considerations should be made from creation to publication. Let us explain.
Creating Accessible Content
We recommend keeping accessibility in mind from the get-go. When you’re producing audio or video content, consider what you can do to make it easy for all sorts of people to listen or watch. There are a few ways to do this.
Don’t include flashing lights or colours in videos. This has been known to trigger symptoms of epilepsy and other disorders. This is an easy courtesy and generally leads to better user experience regardless of ability. People don’t want to be startled or made uncomfortable when visiting a web page.
What Do They Know Already?
Consider your audience and how broad that group may be. Consider not just viewing and hearing impairments, but also cognitive impairments when making accessible audio & video content. If you want to guarantee that more people will be able and willing to consume your content, don’t use hyper-specific jargon above a basic knowledge level. You usually want the typical person to be able to grasp the information you’re giving them.
Rated G For General Audiences
Make your content age-appropriate. Controversial language like cussing can deter a large audience of people. Unless the topic is for mature audiences only, keep your language appropriate. This also relates to the mood of your website and the topic. Consider how your content should be perceived. Ensure that your video or audio is mood-appropriate—if you’re dealing with a topic like revolutionary research, use an enthusiastic tone. Some content may call for a serious, objective perspective.
Wrap It Up Or Expand
Lastly, keep your content the appropriate length for the topic it’s addressing. A video on how to cook rice doesn’t need to be 20 minutes long. A pressing interview with the Prime Minister of Canada shouldn’t be five minutes long.
Audiences have a certain expectation going into web content. Some audiences perceive content differently from others. Keeping it appropriate and consistent makes it easier to consume, follow along with and gain something from. Cognitive impairments can make it difficult to follow along with complex, unpredictable videos or audio files. Consider how your ideas flow from beginning to end, and stay on track. Your viewers and listeners will be able to, too.
Make additional considerations for people who speak different languages and how they might be able to consume your content. This can be addressed by incorporating transcription into your online content.
Audio & Video Accessibility Expectations
Video & audio files add tons of value to websites. Google favours sites with video because they’re harder to produce and are much more unique. This helps websites spring to the top of search engine results. Web pages with transcripts earned 16% more revenue than pages that had video-only content. Digital strategy only stands to gain value by creating accessible video and audio content using transcription services. The financial benefits for content creators can be found in our transcription marketing article. But what does it do for the overall goal of web accessibility?
Having a full transcription of your video content allows you to provide closed captioning for your viewers. Users who are hearing impaired can follow along moment-for-moment, not just what people are saying in the video but also what they’re doing, and other assorted sounds. Don’t let any of the context of your audio & video content get lost.
Speak will pull relevant keywords and topics from your transcript, which can be used to craft a relevant and straight-forward video description. Metadata will help users find your content easily and is super helpful in making accessible audio & video content. Speak will also pinpoint each time a speaker says anything. Your transcript will help tell readers and viewers who is speaking when with accurate, clickable timestamps. Timestamps are key for viewers with cognitive impairments, as well as the capacity to pause and play your content. Do not set your videos or audio files to auto-play. This can be confusing and frustrating for users who may be using assistive devices to navigate your web page, or who are trying to make sense of other assets (text and visuals) on the page at the same time.
Transcripts can be easily translated into other languages, opening up many doors for audiences who may not completely understand (if at all) the language you produced the content in originally. Widening your potential target audience is a massive perk of making accessible audio & video content.
So Why Not Get Accessible?
When your audio & video content has been made and is ready to be published online, getting it transcribed is as easy as one click. Transcribing for accessibility is a valuable way to pay it forward and foster a more inclusive online environment.
The way marketers reach their target audience and produce content is constantly changing. Transcription marketing is the newest, and most efficient way to create quality content. It also makes the most of your time and resources—two things all marketers could use a little more of.
Transcribing video and audio makes content more accessible, helps increase search engine rankings over competitors, and skyrockets engagement with your audience. In the digital age, these are three extremely important goals for any marketing strategy. Maintaining a credible position alongside your competitors will always be a priority.
It’s as easy as having a conversation. Transcription services like Speak can be used in-app to record audio and video on the go so that all you need to worry about is having a great conversation. Let Speak do the rest. Written content is not easy to mass-produce, but people are great at talking to each other. Transcribing conversations is an easy, repeatable content generation strategy, so just hit record then send it our way. You have found a powerful, automated way to market.
If you’re not sold purely on the convenience and value of transcription marketing, here are the three main reasons to get on board.
Transcription Marketing Helps Make Accessible Content
The great thing about audio and video files is that it gives people different ways to consume your content. It’s important to make sure these files are fully accessible to the widest variety of people. You can target a much wider audience if your content is available to people of different abilities, from those who are hard of hearing to visually impaired.
Increase your compliance with accessibility standards and open up your content to a valuable audience. Go above and beyond the bare requirements to set your content apart by using transcription marketing strategy. With Speak, you receive SRT and VTT format transcriptions, and this lets you take advantage of video captioning. Your videos will be more accessible and enjoyable for those of varying abilities. For more tips regarding audio and video accessibility standards and value, check out our article on the subject.
Right now, over 80% of videos on social media are being watched without sound. This may be a symptom of social media scrolling, so keep your content attractive and easy to consume or else it may get left behind.
Speak can also translate your transcriptions instantly, letting users who speak and read different languages to engage with your content. Marketing transcription opens a ton of doors when it comes to reaching larger audiences. Social media posts made with your transcripted, translated content can be shared into online communities and extend your organic reach.
Optimize Your Content For Search Engines
Transcribing audio and video files and posting the transcript online massively improves your search engine rankings. It brings relevant keywords to Google’s attention by improving your page’s searchability and driving engagement. Experienced marketers know how important it is to rank high and stand out in search engines. This makes you more popular and competitive, and more likely to be suggested by Google.
Speak gives you valuable insights on your content, which helps in a bunch of ways. Speak automatically finds and lists the topics, keywords and brands from files to give you a better understanding of the content you’re posting online. Get your targeted keywords, blog categories and tags with each transcription. This makes organizing your blog posts and structuring your metadata faster and more efficiently. Discover what aspects of your content are or aren’t leading to engagement and search engine rankings.
It can take up valuable time trying to find soundbites or remember certain conversations when you’re dealing with a lot of recorded content. Transcripts and captions allow you, and your users, to easily find keywords and quotes. This is a helpful tool for creating short messages to spread across social media platforms like Twitter or Instagram. Get a reader or viewer’s attention with a short, catchy quip from your content. Then, direct them to the full version on your web page.
Make Your Content More Engaging
Dynamic and original content makes your message more interesting and memorable for readers and viewers. Pages with audio and video increase conversion rates by up to 80%. Again, it’s key to give people different ways to consume your content because some may prefer reading over watching or listening, and the other way around. Transcription marketing encourages readers to digest the content their way and adds value for watchers and listeners. Viewers can follow along with videos and better understand the information being communicated. They can also easily pass on tidbits of this information in text form to coworkers and friends. You can also do this at the early stages of transcription—send your results to your team members and editors to collaborate easily.
User experience is key when marketing web pages and web content. Transcription marketing covers all your bases for a low cost. High-quality content writers can call for more than $100 an hour and take several hours to do one good blog post. Compared to creating completely original content, transcribing a conversation is less expensive and more effective. Use this transcription for lead generation and more direct calls to action.
Get Started & Order Your Transcription Today
Speak offers a free demo option if you’re not entirely sold on the benefits of transcription marketing. Engaging marketing starts with efficiency. Save your content creators (and yourself) valuable time in the marketing strategy process by transcribing your existing content and making the most of your messaging.
Check out Speak’s different packages: Automated Transcription, Human Transcription, and Express Human Transcription. The basic Automated Transcription package will still get you all the analytics and insights you need to ensure your content is reaching its full potential. It will also locate those valuable keywords and metadata needed for search engine optimization. Human Transcription will ensure the absolute accuracy for viewers and readers who want to follow along to your content word-for-word.
Content creation doesn’t need to come at the expense of time and money that could be put toward content strategy online and offline. Incorporate transcription marketing to give you added value, assets, and competitive edge.