For most content and marketing teams, the focus has long been on written formats: articles, newsletters, case studies, and whitepapers. But audience behavior has changed. Audio is no longer a separate channel. It’s part of how users engage with content on the web.

This shift is pushing more content teams to incorporate text-to-speech (TTS) technology into their strategy.

Audio Is a Core Part of How People Consume Information

Marketing content is now accessed in more contexts than ever before. Some readers sit at their desks and scroll through articles. Others skim during meetings or listen while commuting. By adding an audio option to written content, teams make their material usable in more moments of the day.

This does not require launching a full podcast or producing audio from scratch. Text-to-speech technology allows existing content to be offered in audio format with no changes to your workflow.

Adding Audio Supports Better Engagement Metrics

Users spend more time on a page when audio is available. They return to sites that offer flexible formats. For marketing teams looking to improve content performance, audio is an asset.

Adding a listening option can positively influence:

• Time on page
• Scroll depth
• Repeat visits
• Mobile engagement

These are not surface-level improvements. They feed into your broader goals of increasing trust, reducing bounce rates, and building qualified traffic over time.

TTS Enhances the Value of Every Article You Publish

Text-to-speech extends the life and utility of your content. One piece of writing now serves two modes of consumption: reading and listening. This creates more value per article without requiring additional time or team capacity.

For high-volume publishing teams, TTS helps scale the impact of content without scaling cost.

Audio Accessibility Is a Growing Expectation

Many companies have accessibility standards they are working to meet. Providing audio for blog posts, documentation, and knowledge content supports those efforts without requiring major redesigns.

TTS helps meet WCAG guidelines and offers benefits for users with:

• Visual impairments
• Cognitive processing differences
• Reading difficulties
• Multitasking constraints

While compliance is often the driver, accessibility also expands your real audience.

Text-to-Speech Tools Are Easier to Deploy Than Ever

Some teams assume that audio production requires coordination, voice actors, editing, and file management. That may have been true in the past, but modern text-to-speech tools are built for automation and scale.

A good platform should:

• Automatically generate audio from every new article
• Embed directly into your CMS
• Require no developer involvement
• Match your brand voice and player styling

Unscribe is one such tool. It was built specifically for content marketing teams, allowing them to publish spoken versions of their content without changing their process.

Marketing Teams Are Already Adding TTS to Their Stack

You’ll find TTS appearing on:

• Blog posts from SaaS and enterprise software companies
• Company updates and product announcements
• Internal knowledge bases
• Education and training content

Audio is no longer optional for organizations that publish frequently and want to meet audience expectations.

Closing Thoughts

Content marketing has always adapted to new formats. Text-to-speech is not about replacing written content. It’s about supporting it with a second, flexible format that respects how people want to consume information.

If your team is investing in content, it’s worth asking: are we making it available to everyone, in every context?

Unscribe lets you turn every blog post into audio with no production work.

You can try it with your existing content and see how audio affects engagement and accessibility.