By: Seth Resler,
Jacobs Media Strategies
When it comes to radio, most of our content is very timely. This makes sense for the medium. After all, a DJ’s break is spoken, then disappears into the ether, never to be heard again. So there’s a need to be in the moment, talking about whatever is relevant to the audience right then and there.
With online content, however, there’s an opportunity to create stuff that has a longer shelf life. Whether it’s a blogpost, a video, or a podcast series, people can access the content long after it was originally created. If it was purposely created to still be relevant months or even years later, it can continue to attract an audience. If search engines like Google include this content at the top of their results, it can become the gift that keeps on giving. We’ve seen that on our own blog with our most popular post, which was written by Sherri Lynch over two years ago.
What kind of evergreen content can radio stations create to drive traffic for years to come? Here are some ideas:
1. Welcome to [Your City]
A short podcast or video series that welcomes transplants who have just moved to your market can be a great way to attract new listeners. For example, a podcast series might be hosted by the morning show jocks and feature an episode about the local sports teams, another about the local dining scene and another about words and phrases unique to your city.
2. Best Interviews of All Time
Create a blogpost that compiles the station’s best interviews of all time. If you’ve landed interviews with big names that will generate interest for years to come — like Chris Cornell, Kanye West or Tom Brady — showcase them in a single place where listeners can find them.
3. Top 5 Lists from Guest Writers
Everybody loves a good listicle. Enlist local experts to contribute a list to your website. Whether it’s the “5 Best Local Coffee Shops,” “5 Places to Buy a Unique Birthday Gift” or “5 Ideas for a First Date,” these lists are fun to read and can attract eyeballs long into the future.
4. Advice for Local Bands
Anybody who’s ever worked inside the programming office office of a music radio station knows how hungry local bands are for an opportunity to gain exposure. Share your station’s expertise with a webpage or video series that gives them practical advice for growing their careers, from where to send their music to how to approach booking agents to where to create merch.
Of course, this list barely scratches the surface. There are many different ways to go from here, depending on the type of person who listens to your radio station. Bring the staff together and brainstorm more ideas for evergreen content. Then pick the best, create them, optimize them for search engines and see if you’re able to attract a steady stream of fans over time.
For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.