This Simple Spreadsheet Is Like Selector For Your Radio Station's Website
April 5, 2016
You put a lot of thought into the content that you put on your airwaves to entertain listeners. You gather your staff in weekly meetings to discuss what music you're going to play, what bits the morning show will do, and what contests the promotions department will run.
Shouldn't you pay just as much attention to the way you engage listeners on the internet?
On a daily basis, your radio station's Music Director spends at least an hour scheduling the following day's music. You know which songs are hits and which songs are spice. You go to great lengths to make sure that they come up in the right order and the right ratio. And your station has invested money and training into music scheduling software specifically designed to help you get this right.
So how much time do you spend scheduling the content that will go on your radio station's website?
What tools do you use to make sure that what you're putting on the web matches the same high standards you have for your on-air content?
The Weekly Web Meeting and the Content Calendar
Radio stations should carve out time with the appropriate staff members for a weekly meeting to plan out the upcoming week's blogposts. Spend the first half of the meeting on old business: review your website, social media, and email analytics, much like you would review callout research in a music meeting. Figure out which content is working and which content does not perform as well.
Next, turn to new business: Use the information that you just reviewed as a guide when deciding what new blogposts to write. In place of Selector, use a simple spreadsheet, called a Content Calendar, to schedule the week's blogposts. I recommend posting this spreadsheet as a shareable document in the cloud - as a Google Spreadsheet, for example - so everybody can log in at any time and see the latest version. This saves you the hassle of having a long email thread for every blogpost.
How to Use this Template
In your weekly web meeting, decide what topics you want to cover in the blog during the upcoming week. Ask these questions:
- What albums are coming out?
- What concerts are coming to town?
- What sporting or lifestyle events are coming up?
- What holidays are around the corner?
Once you've decided what blogposts to write, assign the posts to your staff members with the appropriate due dates.
Encourage your staff to check the Content Calendar regularly throughout the week. This way, not only will your blog writers know what's due when, but your on-air staff will know when there are new blogposts that they can talk about on the air.
In short, it's time that your radio station put the same amount of careful planning into your online content as you do your on-air content. A Content Calendar can help you do that.
NEXT STEP: Download this Content Calendar Template and start using it.