Fresh Content Is What Listeners Crave

Gone are the days where just having a station website was good enough.  Even today, so many radio stations maintain the mindset that as long as they “have something online” they are in the game.  Unfortunately, that’s just not true.  Sure your website may have the current DJ line up and rate card.  But how does that appeal to your audience?

Have you ever picked up a brochure that you’ve already read and thought there might be something new in it?  I haven’t.  If your website is a brochure of information, chances are that your listeners are not returning.  If this is the case for your station, you are leaving a huge amount of online revenue for others to find.

If you are not actively and regularly creating fresh content – and I’m not talking about social media posts – you and your station are missing out.  In the age we are in, you have to be constantly creating content.

Yes, social media posts are content, but that’s not what matters.  I’m talking about content that is on your website.  These include local news postings, blogs, infographics, video, podcasts, events, contests.  These are things that will get indexed by Mother Google.  If you’re not feeding Google on a regular basis, she’s going to forget about you and you’ll be lost in the Googlesphere while those who are feeding her will get prime spots at the table.

And let’s not forget about the engine that drives your radio station – your listeners.  Just like your format, your website should be “programmed” to be a visible representation of your radio station online and something that your P1 and P2 listeners want to visit in order to interact with you beyond what they hear.  This builds listener trust.  And each time they return to your website to seek news or information, your page views and unique visitor counts increase.  As these increase, your Google scoring improves.

Why have a content strategy and distribute regularly?

Content drives people to your social networks

How many times have you visited someone’s Facebook page or Pinterest page after reading a blog post or an article? Continually publishing new content gives people something to read and while they are on your website, they’ll stay and look around or click and visit your other networks.

Content drives people to your website

Once any post is written, you have to get the word out. When you publish fresh content, one of the first things you do is share it all over social media and maybe email it out. People will see it, click on it and go to your website. Having regular fresh content gives people a reason to keep coming back.

Content conveys a message to your audience

Your content is a way to provide value to your online audience.  No matter what it is, you are sending your audience a message. Hopefully it’s one that shows you care. This is their way to get to know you.

Content can give you authority

The longer and more regularly you publish content, the more authority you build in the search engines and with your community.  In your listener’s eyes they’ll see your station as “knowing their stuff” and is helping them out.

How do you spread your website content?

Share on your social networks

Simply posting your news articles and blog posts on your websites isn’t going to be enough.  Promoting them on-air is a no-brainer.  You will also want to share your content on as many social networks as you can as long as you know your demographic uses them.  Pinterest, for example, is mainly a female driven social media outlet.  Posting to Pinterest might not work well for your classic rock station but it should work very well for your Lite AC station.

Ask your employees to share

Having an employee advocate network that is active and shares can be a goldmine for your station. All employees should be vested in your station whether it’s more sales or increasing ratings.  So, ask them if they would share the station’s content on their social networks and sites.  Empowering them to take an active role in promoting the station will help ignite your content.  For more on this visit our post on “Encouraging Station Advocates“.

Looking for Content Ideas

Local news and events or format news can be the staple for your community radio station website.  We have seen radio station websites surpass their local newspaper in becoming the “go-to” information source in their community.  If you are still looking for more content ideas, check out this SlideShare from PR Newswire titled “77 Types of Content to Feed Your Audience

Jim Sherwood serves as the chief creative, brand strategist, lead developer, meticulous project manager, and station collaborator for all Skyrocket Radio sites and projects. Jim is a 30+ year radio veteran with a resume spanning several small, medium, and large markets including roles as Digital Content Manager, Program Director, Production Manager, and Morning Show Host.