Blogging for Radio: A Powerful Tool for Engagement and Growth

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Blogging is writing and publishing content on a website covering various topics, from personal experiences and how-to guides to expert industry insights and opinion pieces.

Daily blogging was once required of all Clear Channel/iHeart air personalities, and I didn’t know many people who enjoyed it.  It was often viewed as something else we had to do.  However, I’ve realized my horrible, missed opportunity in the years since.  The blog I was reluctant to populate could have increased my show reach far more than I imagined.

Don’t just think about air personalities when it comes to blogging.  Think about your management team writing blogs specifically targeting advertisers about how to get the biggest bang out of a commercial script, why remote broadcasts are still relevant and draw crowds, or why sponsoring on-air features is a worthwhile investment.  I could go on and on.

  • There are over 600 million active blogs. (Growth Badger)
  • The average number of views per content shared increased 207% during the pandemic. (MediaFly)
  • More than 3 billion blog posts are published each year worldwide. (Growth Badger)
  • Blogs are responsible for 434% more indexed pages and 97% more Indexed links. (DemandMetric)
  • In the United States, over 31 million active bloggers are posting at least once per month. (Growth Badger)

The Importance of Blogging

Blogging directly communicates with your audience with valuable, engaging, and relevant content.  Think of blogging as any regularly posted article content that isn’t news.  Opinions can be freely voiced.  If you’re reading this on our website, you’re reading our blog.  The importance of blogging is manifold; it aids in driving traffic to your website, improves your search engine optimization (SEO), positions your brand as an industry leader, and fosters more robust relationships with your audience.

Drives New & Recurring Traffic

Consistently creating and sharing blog posts can help radio stations drive more traffic to their websites. Every new blog post adds another indexed page on your website, which gives search engines another opportunity to pick it up and show it in response to a search query.  Sharing these blog posts on social media platforms can ALSO help bring new visitors to your website – which further increases your online visibility.

  • Blogging can help your website get up to 55% more visitors. (Hubspot)
  • Companies that produce blogs receive 67% more leads than those that do not. (DemandMetric)
  • Blogging businesses experience 126% higher lead growth than non-blogging businesses. (Union Street Media)
  • Content marketing gets 3X more leads than paid search advertising. (Content Marketing Institute)
  • Companies that blogged 11 times or more per month got 3X more traffic than those blogging only once or less per month. (Hubspot)
  • Companies that publish 16+ blog posts per month get nearly 3.5x more traffic than those that publish 0-4 monthly. (Hubspot)

Improves SEO

Fresh, quality content is critical to improving your search engine ranking. Regularly updating your website with relevant blog content provides you with fresh content to index from Google and other search engines. Blogging also helps with SEO by integrating keywords that potential listeners use to search for the content and topics your radio station provides.

For example, the morning show co-host writes a blog about her love for horses and how she volunteers at a local horse rescue.  That blog post would appear in someone’s search for horses or horse rescues.  Or if the sales manager writes a blog post about the first steps in starting a successful radio advertising campaign.  That’s likely to be found by someone searching for “radio advertising,” When read, that business is now more comfortable in communicating with your radio station than any other.

  • 77 % of internet users read blogs. (BloggingWizard)
  • 94% of people who share posts do so because they think it might be helpful to others. (Impact)
  • 53% of businesses get their overall web traffic from organic search. (BrightEdge)
  • 53% of marketers say blogging is their top content marketing priority. (Hubspot)

Establishing Authority

When your blog posts deliver value to your listeners, you establish your radio station as the authority in your field.  This can range from industry topics and behind-the-scenes glimpses to interviews with artists and advice on music-related topics. This authority not only builds trust with your audience but it also sets your station apart from competitors.  Do a quick check.  I’d be willing to bet that your competing shows or companies are not doing this.  This means the field is wide open for you to dominate.

  • 70% of consumers prefer getting to know a company via articles rather than ads. (TeamWorks Communication)
  • Almost half of all internet users take the opinions of bloggers and vloggers into account. (BloggingWizard)

Enhancing Listener/Customer Relationships

Blogs allow radio stations to connect with their listeners more personally outside of on-air broadcasting. Nothing will top our intimate conversation with listeners in their cars or headphones, but blogging comes close because it’s more personal than a news article.  Comment sections and social media shares increase the direct interaction with your audience, fostering a community and encouraging loyalty.

Apply all the stats I mention on driving new traffic and authority here.  You’ve likely heard the term “influencer marketing.”  Blogging helps to make your show or your company the influencer.  The more interaction your blog pages have, the more likely someone will tune in to your radio show or interact with you on other platforms.

How Blogging Specifically Helps Radio Stations

For radio stations, blogging can offer specific benefits that complement primary operations.

Promotes On-Air Content

Blog posts can be used to promote on-air content, like upcoming shows, special guests, or exclusive interviews. This drives listenership for specific programs and increases overall engagement with the radio station.  On the flip side, ensure there is ample promotion of your blogs on-air and over social media so you can drive more online traffic.

Provides Extended Content

Radio shows often have time constraints, which may limit discussions or segments. Blogging allows stations to extend on-air content, providing extra details, background, or follow-up that might not have fit into the original segment.

An Archive for Valuable Content

Radio is ephemeral, disappearing once it’s been broadcast. And there’s no way to do a Google search for something that was said on the radio.  Blog posts can serve as a permanent written archive of valuable content. This allows listeners to revisit segments, explore content they’ve missed, or share exciting pieces with others.

Encourages Listener Engagement

Blogs can be a platform for contests, polls, and listener feedback. They can also include embeds that you may want to share.  It’s tough to match this level of interaction, and it can help create a more active listener community.

Attract Advertisers

With the increased traffic and audience engagement, blogs also present an additional platform for advertisement. Advertisers are more likely to invest in a station with an active online presence and a solid listener base.  And the website will be a much easier sell when you have substantial traffic numbers to back up your sales pitches.

Wrapping Up

I know.  Blogging can be viewed as another thing that nobody at the radio station has time to do.  However, blogging is a powerful tool that radio stations can leverage to drive traffic, improve SEO, establish authority, enhance listener relationships, promote and extend on-air content, archive valuable content, encourage listener engagement, and attract advertisers.  When you and your team can look at blogging through that lens, the time involved is a valuable investment.

And if you want to take your blogging to the next level, turn your blogs into podcasts and videos.  I’m leading by example because all this content is in our podcast and in blog form on our website.  This kind of content marketing is cheap or free to do and can bring substantial rewards.

If your radio station hasn’t started blogging, now is the perfect time to start.

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