Content Isn't King Without Acknowledgement And Connections
November 15, 2011
“Content is King” is something I’ve never really bought into. Sure, great content is important but without a connected audience to consume the content and pass along to their circles, it doesn’t really make an impact. So maybe content and connection are more like “King and Queen.”
See, content only expresses your brand.
It is the connections that will help define your radio station’s heart and soul.
And in order to earn connections and survive in today’s attention economy you need to learn how to genuinely acknowledge your audience.
Radio stations getting caught up in creating content just for content sake and ignoring their audience - whether it’s socially or even as simple as not picking up the phone, will struggle getting their content optimized. They will also find it hard forming brand advocate programs.
In fact, you could make the case that your investment in great content is being short-changed without the necessary listener connections that can turbo-charge your personality and programming.
The challenge is in learning authenticity. This goes against the traditional form of communication that is known in radio - the one-way megaphone. You talk, they listen. But radio station listeners are catching on to this lack of interest some stations are showing in them. Take a look:
It’s time to start acknowledging your audience.
Here’s why: In the brand advocate programs we have created at Jacobs Media, we’re finding some of the coolest, interesting people who are seriously socially engaged. Of all the listeners you’ve met at concerts, events, remotes, etc... you’ve probably never met these people. They listen to you and they actually want a stronger relationship with your radio station - but they may not go out of their way to meet you. They likely won’t ever introduce themselves to you. But with the right methodology and “search tools,” you can tap into these special listeners and benefit from a brand advocate program.
But first things first -look at your “social reputation.” Are you grooming your station to succeed with a brand advocates program? Or are you becoming forgettable in the social space? Even if you’re a great brand, great content fall short without meaningful connections.
Reach out to me anytime on Twitter @lorilewis.
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