Here's Where We're Going With Your Radio Station's Blog
November 24, 2015
Lately, I've been working with a lot of radio stations on their blogs. A "blog" is simply a section of the website that is continually updated with new content. Don't think it's limited to an online diary. Jacobs Media has a blog; the Huffington Post is a blog; The New York Times' website is, in essence, a blog.
Your station's blog is at the heart of its Content Marketing strategy. It is the blog content that you will share on social media, optimize so it is found in search engines, and talk about on the air. This is what drives listeners back to your website where you can encourage them to sign up for your email list, enter a contest, or accomplish some other goal.
So, where are we going with this blog? How will it evolve?
To answer that question, here's a road map. In baby steps, here is how you can grow your station's blog to attract and engage your audience:
- Set up a blog section of the station's website that can be regularly updated with content.
- Decide who will be contributing content to the blog.
- Write a set of editorial guidelines to ensure consistency across the different authors.
- Use a content calendar to dole out writing assignments.
- Hold a weekly web meeting to review website analytics and assign blog articles.
- Have the authors to write one blogpost a week.
- Teach the authors how to optimize their blogposts for search engines.
- Increase the number of blogposts your authors write each week.
- Teach the authors how to improve their headlines.
- Increase the number of blogposts your authors write again.
- Implement a proactive process for sharing blog content on social media.
- Refine the website to maximize goal conversion (email signups, contest entries, etc.) from incoming blog traffic.
- Require the authors to write a blog post every weekday.
- Implement a system that allows other people (listeners, local experts, etc.) to contribute guest blogposts.
- Find other outlets (local magazines, TV stations, blogs, etc.) where your writers can contribute guest blogposts.
- Identify your best authors who can contribute a new blogpost each day.
- Produce audio content (such as a podcast) to supplement the blog.
- Produce video content for the blog.
Of course, you're not going to accomplish all of this overnight. It may take months or even years to get where you want to go. But every journey starts with a first step, and it's helpful to have a map.