No, Seriously. Why Does My Radio Station Need To Be Tweeting?
July 21, 2015
In the last two decades, radio programmers have been overwhelmed with an influx of new digital tools: websites, streaming, email marketing, social media, analytics, text messaging, and more. Increasingly, they are expected to use these tools to attract listeners and increase revenue. And they do.
Or at least they try.
But too often, we miss the forest for the trees. We know we need to tweet, but we don't really understand why. We become so focused on how many likes, shares, opens, clicks, opt-outs, and bounces we get, that we fail to see how these things connect back to our main objective.
How do all of these pieces of the puzzle connect?
And where does your radio station fit into it all?
We need one coherent strategy that incorporates all of these different digital tools - including our radio stations. Most importantly, this strategy needs to impact the bottom line.
That strategy is called Content Marketing.
Here's a video that illustrates how it works:
A few notes about Content Marketing:
- I did not invent this strategy. The strategy is older than me. It's also smarter than me.
- This is not a radio strategy. It's used by thousands of companies around the globe in a variety of industries. Any organization looking to attract fans, customers, or audience members can use it.
- This is not an internet strategy. The strategy existed before the rise of the internet, but the internet has dramatically increased its effectiveness.
- This is not a new strategy. Content Marketing has, in some form, been used for at least a century. For example, in 1900, the Michelin tire company published the first Michelin Guide full of tips for drivers. In 1904, Jell-o published a recipe book. These promotional items employ the same content marketing principle that you can use to grow your audience.
By implementing a content marketing strategy, you can connect all of your digital efforts to your on-air programming and, ultimately, back to the bottom line.
NEXT STEP: Map out a content marketing strategy for your radio station.