In a world requiring effective and sophisticated digital content creation, local radio stations are in a prime position to seize an incredible B2B opportunity. This vision and plan would require some new variations to their existing business model and a willingness to re-brand their station.
Digital content creation presents amazing opportunities, as well as multifaceted challenges, for brands of all sizes and types. The players that are largely left out of the loop for creating content are small businesses, entrepreneurs, and startups. All of them lack the time, finances, and the vital know-how to truly enter the content marketing game with aplomb.
If one were to survey any business, startup, or entrepreneur, and inquire into their needs for high-quality content, one will discover that the need is tremendous. Additionally, if one were to further inquire into how they will be executing their digital content creation strategy, it would become abundantly clear that 90% of local businesses will be hesitant or unsure as to how to go about creating their content professionally and consistently.
It is within this gap of NEED and EXECUTION that lies the opportunity for any local radio station. Particularly for the one that is seeking how to generate more clientele, as well as gain more relevancy in today’s digital content creation world.
Content Creation is defined by Wikipedia as,
“Content creation is the contribution of information to any media and most especially to digital media for an end-user/audience in specific contexts. Content is ‘something that is to be expressed through some medium, as speech, writing or any of various arts’ for self-expression, distribution, marketing and/or publication. Typical forms of content creation include maintaining and updating web sites, blogging, photography, videography, online commentary, the maintenance of social media accounts, and editing and distribution of digital media. A Pew survey described content creation as the creation of ‘the material people contribute to the online world’.”
Digital Content Creation: The Local B2B Provider
Any local radio station is truly primed to now create content across multi-media channels. Moreover, they can offer their clients the branding opportunity to be a “host” of their own branded show. By branding any small business person or entrepreneur with their own professionally produced show, local business professionals can rise above the noise as a “me too” brand. Moreover, they can repurpose their radio content into locally targeted and optimized:
- YouTube videos
- Blog articles
- Social media posts
Be reinventing the local radio station’s relevancy to its own business community, local radio stations could experience a “Golden Age of Content Creation.” Think about it: businesses want to create more sophisticated content and radio stations already are content creators. It is simply a matter of modernizing and augmenting the local radio station’s capabilities, know-how, and use of modern technology to fit today’s business content needs.
Re-Branding a Local Radio Station: The Digital Content Creation Agency
By solving the content creation challenge with a wide array of new services, any local radio station can evolve into their business community digital content creation agency. So, how could this be done?
Any local radio station could become the content hub by offering services that repurposes the radio show into the formats as mentioned above. The radio show should be videoed and then repurposed into YouTube videos. The audio portions could be repurposed into podcasts onto iTunes and Stitcher. These shows can also be transcribed into blog posts for their client’s website. This then gives the very fodder that businesses need to keep their websites updated with new content, as well as the “valued pith” of what becomes shared on social media and email marketing campaigns.
By working with SEO leaders who know keyword research, all this content would be pre-planned and scripted to leverage long tail keywords and hyper-local keywords. In essence, any local radio station becomes a local businesses solution to creating a wide array of branded and optimized content from one show. As a result, their local rankings rise and they have branded content to share to their audiences. Taking it one step further, the local radio station could provide distribution services, this becoming a content creation and distribution “Done-for-You” digital marketing agency.
Imagine any local business providing two half-hour shows per month (which could be created in one morning or evening) and then creating from that one day’s session:
- Two radio shows
- Two YouTube videos
- Two blog posts
- Two podcasts
- Potentially some infographics from the shows
- New content to be shared on social media and email
- The savviest of brands can live stream these shows through Periscope and/or Meerkat
Of course, all of this is fully scaleable for the aggressive brand which desires to create weekly shows or even daily shows. This would create so much content that any brand would soon own their market as the definitive leader. Is this the future of local radio? I believe it is.