There are still folks in our industry that look at having a radio station website only as a means of streaming their signal.  Unfortunately, nobody is going to find your streaming link by doing a Google search for “(your town) (popular artist) or (format)”.

Don’t miss the basics of having and operating a station website.  The key is to get visitors and keep them returning on a consistent basis.  The best way to do this is providing local news, events and other unique content.  An RSS news feed isn’t going to cut it because those links take visitors away from your site.  Take a story from show prep or news service and re-write it to provide a local interest piece.  Chances are that you already provide local event information on-air.  Direct listeners to learn about the event on your station website.

In addition to providing unique content, to fully utilize your station website, everything you are doing on-air should have an online component in some capacity.  This can be contest entries/rules, a photo of the morning show at a client business they do live spots for, turning voiced news copy into website copy, taking polls, etc.  The list goes on and on.

Your station website has the opportunity to become the “hub” of your local community.  The best part is that you own the perfect vehicle for marketing this content – your signal.

This great video from Seth Resler explains how content marketing can make an impact and why your station should have a plan in place for it.