There’s a strong difference between robotically posting content on social media, and strategic posts that makes sense. It’s easy to talk about how vital social media is within your station, but what’s even more important is the tactics you abide by. What you say and how you say it on the air matters, but how you transition this content to social media matters even more.
We have taken a few cues from the 7 Elements of Smart Content Infographic to help you better understand the points you need to master. With these in mind, you too can strategize smart content and optimize the value of the conversations you are having with your audience.
1. It must be created for your ideal customer
When your audience tunes in, they are expecting the consistent content you are known to deliver. This means that when they come across and reach out to you on social media, they are expecting the same. It is critical that you ensure that your content is created with them in mind. If your posts are not relevant to your audience, they may not find you very relevant either.
2. It should be helpful, informative and entertaining
Your audience listens to you for various reasons. They may use you as a news source to keep up with their day, or perhaps your music on their drive home allows them to de-stress. With that in mind, the qualities that your station is respected for should be captured within the type of content you strategize to post. This may vary from on-air talent to talent but by having smart content that encapsulates what your audience is hearing, helps deduce down what you should curate to post.
3. It should be created on a consistent basis
Radio listeners and smartphone users alike can be seen to use the respective electronics habitually. On average, 75% of radio listeners own a smartphone and with that, a person checks their phone 110 times per day. Your audience is looking for content often. If you constantly create the content at the particular times your audience is ready and willing to view it, you can leverage this in many ways. Whether you want to promote an upcoming contest, community event or on-air talent, your content is an extension of what you can broadcast on the air and a method to increase engagement.
4. It should be able to spread quickly and easily
When curating content to post, it’s important to keep in mind that as much as you are catering towards your audience, you want to also make sure your posts work for you. Ultimately you want your posts to be shared so that you can build your reach. Your posts could be funny, or they could be useful- people share emotionally charged content. So, write like you would speak, cater to your audience’s pain points and sure enough you will write something your audience will enjoy. This will allow your fans to feel connected to your station and then share your content with people they have tangible relationships with.
5. All content should be linked to at least one of your products and services
Your social media presence can and should be utilized as an extension of your on-air content. Not only does this provide consistency in terms of the style of content you will produce, however it will also be seen as a resource to your fans. Whether they missed the end of a particular program or want to see what other fans have to say about a new topic just discussed, your content will facilitate this and your fans will see it as a dependable source of content.
6. Always include a call to action
Publishing content on social media means that your fans will have a place to visually see and interact with what you are broadcasting. Take advantage of this! By including content that also pertains to entering a new contest you’re running, or a new VIP E-mail subscription list to notify fans of certain events, your content is the grounds for call to actions that can impact other aspects of your station. Working at this point will work towards having a strong social media presence with proven strong call to actions which will then entice advertisers.
7. It must be measurable and produce a return on investment
Reaching your social goals may need an extra push from just organic content. Invest in your station and understand the benefits of promotional posts. See the data for yourself and understand the analytics. There are major differences behind a regular post and a post you have paid to promote. Most of all, keep tabs on your social presence, new traffic to your website and you social mentions across various platforms. This data will significantly gauge where you’re at, how you’re doing and what needs to be improved.
The content you broadcast is a large asset to your station. It’s about time that you understand how you can maximize this asset on social media and work towards building smart content. Your social media presence is more than just about the amount of followers you have, it's about how those followers interact and grow with your station.
For more information about how you can strategize your content, check out our Pinterest Board, Great Content Strategy Infographics where we have compiled the best infographics on content strategy!