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Brian Curee “Plan For Your Target Audience…”

Plan For Your Target Audience, But Stop Excluding Others

Author: Brian Curee, CEO of Killer Bee Marketing

Let me start off by saying I’ve never been a program director or a station general manager, and I’m not here to propose changes to your music lineup or programming. But I will say that without music, I’d B flat, lol. In this article, I want to encourage you to think beyond your target demographic when it comes to your digital content strategies. I want to help you rethink the effectiveness of the platforms and methods you are currently using to engage more with those on the outskirts of your broadcast audience, such as Gen Z and male listeners.

Many Christian radio stations I’ve talked to target women aged 25-54, while some have narrowed their demographic to women aged 45-54. While focusing on a primary demographic can streamline content and marketing decisions, it’s worthwhile to consider the true mission of Christian broadcasting- connecting with individuals facing life’s challenges to encourage and show the love of God.

Leveraging Multiple Platforms

Digital platforms provide various options to enhance traditional broadcasting and connect with a broader audience. Here are a couple of suggestions:

  1. Podcasting: Develop podcasts addressing specific life challenges, common questions about faith, and topics relevant to a diverse demographic. Podcasting enables in-depth exploration of subjects beyond the constraints of traditional radio formats. Edison Research recently released their annual Infinite Dial study at Podfest, which showed that podcast reach is now equal to that of TV.

  1. Diversify Content: Create content that connects with various audiences while still engaging your main demographic. Just a reminder, I’m focusing on non-on-air content. Think about using short video videos and blog posts. Each is unique in its own way and a powerful medium for connecting with people beyond the airwaves.

Creating an Inclusive Plan

To effectively reach beyond your traditional audience, it’s essential to craft a strategic plan that encompasses:

  • Audience Research: Understand the interests, challenges, and media consumption habits of the groups you’ve been excluding. Below are a few resources you may want to consider.

    • BuzzSumo allows you to analyze the most shared content across social networks and find influencers relevant to particular topics.

    • SEMrush provides tools for SEO, content marketing, competitor research, PPC, and social media marketing, helping you understand what your audience is searching for.

    • Pew Research Center offers studies on media habits, social trends, and demographics in the United States and globally.

    • Think with Google provides insights, trends, and research data on consumer behavior and digital marketing strategies.

  • Content Adaptation: Tailor your content to be inclusive and relevant to diverse audiences while staying true to your core message and purpose as a Christian broadcaster.

  • Platform Selection: Choose platforms that allow you to reach these groups effectively, considering where they spend their time online.

The Mission Extends Beyond The Airwaves

For Christian broadcasters, the mission extends beyond women ages 25-54. Remember, it’s about connecting with anyone seeking guidance through life’s challenges. By embracing a broader perspective and utilizing various platforms, you can create more meaningful interactions with those outside your traditional audience. This mindset not only aligns with the deeper mission of Christian broadcasting but also enhances your community by incorporating a variety of voices and experiences. If you’d like to discuss more about what this could look like for your station, let’s connect. The message of faith, hope, and love knows no boundaries. Let’s plan to reach every heart eager to listen, whether across the traditional medium or new mediums.


Brian has worked in the digital field professionally since 2006 and has served the Christian Broadcasting Industry since 2013. He is the CEO & Lead Coach at Killer Bee Marketing. He has completed Donald Miller’s StoryBrand Marketing Roadmap, continues to invest in his leadership skills through events like Entreleadership’s Master Series, and has a degree in Computer Science and Theology. Brian’s purpose is to “Empower Business Leaders & Teams to Use Digital More Effectively,” and he has a passion for helping the Christian Radio industry transform more lives across digital platforms. He has developed the ART Framework, an innovative approach that encourages Awareness, Reflection, and Transformation, guiding businesses to make decisions anchored in purpose and strategy.

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