If we want to drive significantly more traffic to our digital assets we have to create compelling, clickable, sharable content. But, with the laundry list of other daily tasks that have to get done within any station, finding the time to be creative can be a challenge. Sharing content other websites have curated is better than nothing, but to really move the needle we need to post a handful of original digital content every week on each of our station’s sites. 

With that in mind here are a few digital content idea starters: 

60 Seconds With… (Video with a Celebrity, Athlete, Artist, Chef, Bartender, or an Interesting Advertiser) 

Top 5 Songs This Week on Station (Video and Blog) 

Virtual Music Meeting (Video with link to a web poll helping to decide the station’s adds for that week) 

New Station Music This Week (Blog, Video or Podcast once the new songs have been chosen)

Video Concert Calendar (Video version hitting the highlights of your online concert calendar) 

Album Reviews (Blog, Video or Podcast) 

Artists You Should Know (Blog, Video or Podcast) 

Jock Commentary on a Major Local News/Sports Story (Blog, Video or Podcast) 

New in Town (Blog, Podcast or Video Sales Feature that focuses on a new business) 

Taste of What’s Coming Up This Hour on… (Teaser Video for social promoting upcoming songs or content that’s easy to sell a sponsor into and helps drive on-air traffic) 

Song of the Day (On air feature with web/social video component) 

Featured Artist of the Month (On air feature with web/social video component) 

Artist Takeover (Recorded on air feature where an artist jocks an hour with web and social components) 

Things to do in Your Town This Weekend (Video linked to event calendar) 

New Station Music on Vinyl (Blog) 

Best in Town (Blog, video or podcast ranking the top margaritas, burgers, tacos, signature cocktails, etc in your area) 

Today in History (I’ve never been too fond of this on-air unless the personality is good at making it funny but it is an easy segment to turn into fun video content for social/website)

5 Things to Know and/or A Daily Phone Topic with a Web Poll (Topical content from our prep service, Solo Show Prep, that you can copy/paste to your website. Here's some examples from previous days and here's the link to sign up)

Turning An On-Air Feature/Benchmark Into a Podcast (Take your best on-air feature and extend it into a podcast. Some features will work even better when they are done long-form first for a podcast and then edited down to shorter segments for on-air. Plus, then the digital component is ready to go when it hits the air.) 

Beyond those suggestions look at content that works well on websites that survive solely on online advertising and come up with ways to tailor it to your format or region. Most of those sites are really just curating other people’s content anyway. There’s no reason we can’t do the same as a radio station as long as we credit, and link to, the original site. That way instead of sharing a Buzzfeed, People, or TV station’s story on our social sites we’re sharing original content from our station websites that we monetize. 

Of course any original content you create is easy to sell sponsors into so you can set aside a small budget to boost or sponsor your social posts and extend their reach. 

If you’d like spec videos of the custom, video content that we can create for your station email me at andy@radiostationconsultant.com. 

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