Over the past few weeks, I’ve discussed the concept of Content Marketing: a way to incorporate all of your digital tools into one streamlined strategy. Here’s are the basic steps involved in content marketing:
- Create online content (blog articles, podcasts, videos, webinars, etc.).
- Drive traffic to that content using social media, search engines, and your station’s airwaves.
- Once visitors come back to the content on your station’s site, encourage them to complete a “goal,” such as signing up for your email list, streaming your station, clicking on an ad, etc.
- Measure this whole process to see which content performs best, and refine your strategy as you go.
Content marketing is used by businesses outside the broadcasting industry all the time. Inside the industry, there are three places where a station can implement content marketing:
- On the Programming side, stations can use content marketing to attract an audience (see this short video)
- On the Sales side, stations can use content marketing to generate leads (see this short video)
- On the Sales side, stations can also help clients implement their own content marketing initiatives
A few weeks ago, I gave a webinar explaining the process for #2 — generating more sales leads — in detail. (You can see the recording here.) In the wake of that webinar, many people have said, “This is great! So how do we get started?”
You start by creating online content for potential advertising clients. That content might include:
- A short white paper on “How to Choose the Right Media Mix for Your Advertising Campaign”
- A webinar on “How to Decipher the Nielsen Ratings”
- A list of “10 Questions to Ask You Radio Salesperson”
- A case study showcasing a successful campaign your station put together for a client
These are just examples. Each station should gather their sales team together and collectively decide what content would be most effective at attracting advertisers. I have put together a short Content Marketing Starter Kit for Sales Teams to help you through this process. The kit will show you how to decide on the right content for your station in four easy steps.
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