Why editors and proofreaders should be using audio

12/10/2020

Audio content has never been more popular. Publishers recognize this; so do independent authors. Here’s a list of tips and tools for freelance editors and proofreaders who’d like to introduce audio content into their business workflow and amplify their editorial voices – literally!

5 advantages of audio

Here are my top 5 reasons why I think audio is a superb tool for the editor or proofreader who wants to use audio as a marketing and business tool.

Audio takes up less bandwidth than video. It’s therefore more stable during recording and less likely to buffer during playback.
Audio files are smaller than video. When hosted natively, they’re less likely to slow down our websites.
Our voices are unique brand identifiers that give listeners a sense of who we are beyond the words we write and edit.
Not everyone can see. Audio is therefore another accessibility tool that allows us to communicate with a diverse audience.
No one will know if we’re creating it in our pyjamas. That makes it a less intimidating option for editors who want to make a personal connection but who fear video.

2 pieces of kit

Contrary to what a lot of people think, you don't need a lot of expensive and difficult-to-use kit. Assuming you already have a computer, here's what you'll need to get hold of.

Headset (mic and headphones). Something along the lines of Microsoft’s LifeChat series will likely suffice. I use the 6000, which retails for around $70.
Courage. This is free though it can be hard to summon for the beginner!

3 ways to record

Recording audio content needn't cost you a single penny. Here are three resources you can use. You might even have two of them already.

Audacity: Free open-source recording and editing software.
Zoom: Free online audio-conferencing platform.
Skype: Free online audio-conferencing platform.

3 ways to host

Here are three hosting options to consider. There's something for everyone – whether you want to keep your costs down while you experiment or you want to go full on in to audio content creation.

Your website: Either upload the audio files (native hosting) or embed the source code from another platform.
Specialist audio distribution platform: Paid options include Libsyn and Captivate. These are ideal for editors who are committed to regular broadcasting. SoundCloud offers three free hours of audio content.
YouTube: Upload to your existing channel.

6 ways editors can use audio

One of the reasons why I love audio is that it's versatile. If marketing makes you nervous, think of how you might use your voice as a business or educational tool. Below are six things you could try.

To share knowledge: Editors who solve clients’ problems get attention and build trust. We can use audio to answer the questions they’re asking, just as we do in our blogs. We can even repurpose existing blog content in audio form.
To welcome: Audio allows us to introduce ourselves to our website visitors using our unique voices — just like we’d do if we met someone on the street. It’s a personal and engaging way to say hello.
To educate: What editors do is sometimes misunderstood and undervalued. We can use audio to explain what we do and how it will help potential clients, thereby raising the profile of the profession.
To consolidate: A client who’s been staring at a screen all day might enjoy hearing our voice while we narrate an editorial report or critique.
To promote: We can make our editorial businesses more visible by sharing our audio content on social media. As with GIFs and videos, it’s something a little different that gets us noticed.
To assist: Do people stumble over how to pronounce your name? In July 2020, LinkedIn solved this problem with a new feature that allows users to upload short audio clips via its Android and iOS apps.

5 ways to make audio interesting

Here are five ideas to help you add a cherry on your audio cake! None of them will cost you a bean!

Use images: If you’re hosting the audio content on your website, link the file to an image that includes a headline explaining the nature of the content. Canva is your friend.
Include a call to action: Website visitors are more likely to listen if you tell them to.
Add music: Incompetech, for example, provides free snippets from a range of genres under creative commons licences. Just remember to credit.
Include a transcript: even though audio is compelling, sometimes people want to read.
Create video from audio: Use an app like Headliner to create audiograms that are animated with wave forms. Audiograms make your audio content more appealing to YouTube and social media audiences.

Listen up!

Audio content is now showing up in search engines. Editors and proofreaders who use it to solve problems and engage with clients and colleagues will increase awareness about themselves and the profession they love.

[An earlier version of this post was originally published on The Editors’ Weekly, the official blog of Canada’s national editorial association.]

Related marketing and audio resources

About Louise Harnby

Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.

She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP) and co-hosts The Editing Podcast.