Here's The First Step To Getting Your Radio Station's Digital Strategy Under Control
March 15, 2016
As I talk to different radio stations around the U.S., I can feel the desire for clarity when it comes to digital strategy. Broadcasters, who are already overworked, now feel overwhelmed by all the different digital tools they must learn. How do they all fit together?
I show them how all of these tools can be pulled together into a coherent strategy called Content Marketing. This four-minute video explains:
When I finish explaining how it works, they start to look a little relieved.
"Okay," they say, "Now I understand how Content Marketing works. But where do we begin?"
What is the best first step you can take to pull all of your digital tools together into a single strategy?
Host a weekly website meeting.
Every week, you gather your staff together to decide what content you're going to put on the air to engage your listeners. You map out the contests, line up the morning show interviews, and staff the remote broadcasts. You may hold a separate music meeting to decide which new music you'll put on the air to engage your listeners: Which songs get added? Which go into heavy rotation? Which songs get dropped from the playlist?
By the same token, you should host a weekly meeting where you figure out what content to put on the web to engage your listeners. Invite all of the appropriate stakeholders, including your webmaster and anybody who contributes to the station's blog. (If they are DJs who can't come into the station for the meeting because of their timeslot, invite them to join by phone.) It's much better to carve out time for a moderated discussion of the station's web strategy than to have ad hoc discussions in the hallways.
Spend the first half of the meeting discussing old business: Just as you review callout research, airplay charts, and sales figures in your music meeting, spend the beginning of your web meeting reviewing Google Analytics, social media metrics, and email reports. See how the online content you created last week performed.
Then turn to new business: Plan the content you will publish in the week ahead. What should be covered in the blog? Is there a big concert coming to town? Any big sporting events that your listeners are interested in? Holiday? Festivals? Pop culture stories? Dole out topics to each of your writers.
The first step in a Content Marketing strategy is to create content, and you'll have a much easier time doing that it in a systematic fashion if you set up a weekly web meeting. Put yours on the calendar today.