Has Audio Impacted My Blog? You Bet.

Analytics

Back on November 19, 2014, I made a promise to my expanded network that I would dive into this little thing called audio full force. Well, 6 months later, I’ve included an audio version of every blog post that is hosted here on Marketing Curiosity, I’ve started 2 podcasts, and I plan on being a guest on other podcasts in the near future.

As the Chief Digital Officer of SAP, Jonathan Becher says, “Measure outcomes, not activities”. That’s exactly what I am going to break down for you today. Let’s see if we can answer the following questions:

  • Has the inclusion of audio positively impacted the Marketing Curiosity blog?
  • What themes are most popular?
  • Who likes audio content the most?
  • What devices and browsers are they coming from?
  • What traffic sources should I focus on?

We’ll start with a general assessment of the 6 month period where audio started and compare against the prior 6 months where audio was not included. Then, we’ll dive into the formats and themes that seem to be resonating with people (and the almighty search engines 🙂 ).

Has Audio Improved the Marketing Curiosity Blog?

The answer is yes. Traffic is up, site engagement is up. And it’s growing at a steady and sustainable rate. In figure 1 you can see that all traffic categories are up over the previous period.

audio-improve-overall-percentage-increase

 

While there weren’t as many new visitors, overall visits were up due to a higher rate of return visitors. And as the business books tell you, customer retention is the way to build a sustainable business. It’s easy to acquire new traffic, but it’s very difficult to provide enough value for people to come back.

audio-improve-new-vs-return-visitor

What Themes Are Most Popular?

I actually think it might be too early to tell at this point. Clearly, social business and social selling was the most popular subject within blog posts that contain audio. There could be outside factors such as influencer sharing that could skew the results. I am going to take the safe road here, and I say don’t have conclusive evidence yet.

audio-improve-most-popular-content

Who Likes Audio Content the Most?

I could’ve guessed this one, but people who love technology like to consume audio content. They are all multi-taskers, and audio just so happens to be one of the best forms of content for us multi-taskers. What I would love to start experimenting with is weaving in travel, investment, and celebrity news into the audio content that we produce. What do you think?

audio-improve-audience-profile-affinity

And it looks like my sweet spot is 25-34 year old millennial females. I wasn’t surprised about the millennial aspect because I am one, but I was surprised that most of the audience makeup is female. I’ll have to do some more research by asking my fiancé some questions. 🙂

audio-improve-audience-profile-male-female

audio-improve-audience-profile-age-cohort

What Devices and Browsers Are They Coming From?

Desktop still reigns, at least for Marketing Curiosity. But to put things in perspective, overall mobile traffic is the fastest growing traffic segment at a 179% increase when comparing the past 6 months to the prior period.

I decided to dig a little deeper to figure out what browsers are most popular among the community of people who visit the site, and it looks like desktop-based Chrome browsers are the most popular. What I found most interesting is the Safari (in-app) segment. Basically, this is when people access an internet browser through an application like Facebook, Twitter, or LinkedIn. Therefore, I can reasonably assume that most of my listeners/readers are consuming my content through social networks or news reader-type applications. I will take a note of that when I am optimizing this blog and producing the content.

audio-improve-mobile-desktop-tablet-browser

What Traffic Sources Should I Focus On?

Now that I had a good amount of data to analyze, I wanted to look at the behavior of people who were consuming my audio content vs. the population that was viewing the content that didn’t contain audio. Were there any discernible differences? Yep.

Consumers of audio tend to discover my content on social networks vs. search engines for the other visitors not consuming audio content. This is honestly the first time that I’ve seen this type of behavior on my site. So you know what I’m going to do? Double down on social.

audio-improve-audience-social-network-growth

Now Over to You

I’d love your interpretations too. Let me know in the comments below, or send me a Tweet or InMail on LinkedIn.

About the author: Nick Robinson is a lover of all things analytics and digital. He has a strong background in web development, marketing, and entrepreneurship. His professional experience with the web dates back to 1997 when he coded his first Geocities website. When not burning the midnight oil, you can find him on the lacrosse field, playing or coaching. The best places to interact with him are Twitter, Google+, or LinkedIn.