Most radio stations are sitting on a goldmine of free promotion and ignoring it completely: their own website content. If you’re a station manager or digital director who hasn’t made original online content a daily priority, let this post be your wake-up call. We’ve always believed that everything you do on-air should be reflected on your website in some form, in case someone missed it, caught a part of it, or just heard someone else talking about it.
The Missed Opportunity
Every day, your station broadcasts local news, interviews, community stories, and events. But how much of that is being repurposed online where people search, click, and share? If your website is just a stream button and some contact info, you’re not just underperforming—you’re invisible to everyone who is not already listening.
Why Website Content is Free Advertising:
1. Search Engines Love It: When you consistently publish local content—like community news, events, contests, or DJ blog posts—search engines start showing your station to people looking for what’s happening nearby. No Google Ads required.
2. Social Media Needs It: Instead of sharing memes or someone else’s news, share your own stories. Original posts from your website give listeners a reason to click through and stay on your platform—not Facebook’s or Twitter’s.
3. It Builds Authority and Loyalty: Local news, event coverage, opinion pieces, and behind-the-scenes content position your station as the voice of the community. This earns trust—and attention—day after day. Bonus points if you create a blog targeted specifically to potential advertisers, providing them with actionable information to help their business grow.
4. It’s Shareable: Good website content gets reposted. Every time someone shares your concert calendar or a heartfelt tribute from your morning show, you’re getting exposure without paying a dime.
5. Evergreen Content Attracts Searchers Who Don’t Even Know You: Think about articles like “Best Family-Friendly Events This Weekend,” “Top Local Restaurants,” or “How to Prepare for Hurricane Season.” These aren’t just great service pieces—they’re magnets for Google searches. When someone Googles “4th of July fireworks near me,” and your article comes up, they’ve found your station without even looking for a radio station.
Why Stations Avoid It (and Why That’s a Mistake):
We hear it all the time: “We don’t have the staff,” “Our jocks aren’t writers,” or “Nobody reads websites anymore.” But here’s the reality: your competitors in print, TV, and even digital-only start-ups are using content to pull in the audience—and ad dollars. You’re already doing the hard work. Sharing that work online is the easiest, cheapest next step you can take. If you are reading this post because you found us in a search engine, you can see the results of our content-first strategy firsthand.
How to Start Today:
- Start simple: repurpose on-air interviews into blog posts.
- Add local events with a quick blurb and a photo.
- Assign each personality one post per week—something short and fun.
Even one piece of content per day can dramatically increase your station’s visibility online. Don’t overthink it. Just start.
Closing:
Creating consistent, quality content for your website isn’t just a digital chore—it’s the smartest marketing you’re not doing. You’re already producing content 24/7. Make it work harder for you by putting it online where it can keep promoting your station long after the mic is off.
We want to help your radio station grow and succeed online. That journey starts with an amazing website that keeps visitors coming back often. Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.