5 Ways Guest Bloggers Can Jumpstart Your Radio Station's Web Strategy
March 29, 2016
At Jacobs Media, our founder, Fred Jacobs, has been publishing a very successful industry blog for over a decade. Recently, we have added a new feature called The Guest List, in which we invite other industry experts to write a Top 5 list as a guest column. Out Guest List feature has become very popular, and it serves as an example of how radio stations can grow their website traffic by recruiting guest bloggers to contribute content.
Here are five advantages of inviting guests to contribute to your radio station's blog:
1. You Can Create More Content
The more content your station creates, the more content there is to share on social media and the more content there is for search engines like Google to show in their results. In short, if you create more content, you'll increase the number of people who visit your station's website. But that's a tall order in an industry where everybody is now pulling double or triple duty. So why not turn to your audience for some help?
Find some bloggers in your market who write about things that your station's listeners would be interested in, whether it's music, food, or parenting. Invite these bloggers to write guest posts for your station. Now you're creating more content!
2. You Can Cover More Topics
By inviting guests to blog, your station can now write about topics that interest your listeners but that you might not have the in-house expertise to cover. By following the chatter in radio-related Facebook groups, we knew that there was a lot of discussion about music royalties in the wake of the Copyright Royalty Board's recent decisions.
While Fred is a thought leader in the broadcasting industry, he's not a lawyer and doesn't specialize in broadcasting law. So we turned to David Oxenford, a broadcast attorney who writes the Broadcast Law Blog, and invited him to write a guest column for us. He obliged with "5 Things Broadcasters Should Know About Music Royalties." Sure enough, the blogpost was a big hit. It attracted an unusually high amount of traffic, mostly because it was shared in the same Facebook groups that inspired us to seek out the blog post.
3. Your Guests Will Share Your Site with Their Fans
People feel honored when somebody invites them to write a guest post, and they usually want to share it with their own followers. They may share a link on Facebook, Twitter, or LinkedIn, or post links on their own website. In other words, they are encouraging their fans to check out their content on your website. This brings new people to your website.
4. Guest Blogging Helps You Build Relationships In Your Community
Have you ever been at a party and seen somebody across the room that you wanted to meet, and wished you had a good excuse to go up and talk to them? An invitation to blog can be that excuse. It provides you with a reason to approach people in your community that you admire.
5. Guest Blogging Can Give Your Writers a New Outlet
Guest blogging is often a reciprocal sport. Once you start inviting people to write for your station's blog, they will probably start inviting your staff to write for theirs. By having your staff write guest blogposts for other local blogs, you can reach out to and build relationships with new audiences.
NEXT STEP: Make a list of bloggers in your community who cover topics that interest your audience. Reach out to them and ask them if they'd like to write a guest post for your blog.