When it comes to planning your digital strategy, it’s important to extend your on-air content to your website. After all, the reason your audience will visit you online in the first place is to learn more about what they hear when they tune into your station. If you aren’t already doing so, consider incorporating these four types of content onto your website to boost traffic and increase listener engagement with your brand and advertisers.
Events Calendar
Are your on-air personalities appearing throughout your community at remotes and live broadcasts? Will your station vehicle be parked near a sports arena or concert venue next week to hand out free swag? Your audience wants to know about these things! Though you’re mentioning upcoming events on-air throughout the day, some listeners may miss out if they aren’t tuned in at the right times. Feature these and any other events you’re involved in on your website by posting a weekly or monthly calendar. Be sure to include all the important details, such as dates, times, and locations for each. Not only will this provide extra content for your website, but it could boost attendance at your upcoming events.
On-Air Contests & Promotions
You’re probably already featuring lots of great sweepstakes online to drive site traffic, but what about your audio promotions? Mentioning on-air contests on your website is so important that we recently discussed the topic in our weekly Monday Marketing Tips series. Just as with events that you promote on-air, if a segment of your audience isn’t tuned in all the time or prefers to engage with your brand online and through email, they may miss out if you aren’t sharing contest information in those spaces as well. Consider highlighting your ‘call in to win’ contests and other audio-specific features by including an appealing graphic on your website, along with a short description of the promotion. This will encourage your audience to tune in more often, and if they share the posts to their social media, it could bring in new listeners.
Bio Pages for Your On-Air Talent
Your jocks keep your audience entertained on the air throughout the day, so why not let them delight your online fans as well? Create a page for each of your on-air personalities, featuring a rich bio section with details about who they are, their favorite hobbies, photos, when listeners can tune in to hear them on the radio, and more. Consider featuring weekly blog posts from each jock on these pages as well so that they’re being regularly populated with fresh content. This will keep your audience coming back to engage online while strengthening their connection to your brand and on-air talent.
Podcasts
Capitalize on the popularity of your morning talk show by turning it into a podcast series. Audience members can visit your site to download episodes they may have missed and listen to them on demand. You could also repurpose on-air interviews with celebrities, local public figures, and more into podcasts. You’ve likely trimmed down the audio to a few minutes in order to fit a spot in your programming, which means a large portion of an interview never makes it onto the air. Repurpose this into exclusive online content and invite your listeners to visit your website to hear the extended cut. Not only is this valuable, unique content for your site, but it could also provide an opportunity for new revenue if you secure a sponsor for your podcast series.
Maintaining a website and regularly providing fresh content may seem like a challenge, but integrating the material above onto your site is simple. You’re already sharing the same information on the air every day, so including it in your online strategy will reinforce your brand across the digital space and widen your reach. For more tips on how to save time and resources on website management, check out our recent post on content syndication.
