In this digital age, it’s easy to assume blogs are a thing of the past. But don’t be fooled! Blogs are not dead – but your content strategy may need a fresh approach. To get more from your digital marketing efforts, your radio station should create and maintain its blogs to build stronger relationships with its audience and expand its digital footprint. Let’s dive into why blogging is still important and how you can make the most of it.
Blog Posts & Social Media Posts Are Not The Same
First, let’s establish the difference between a blog post and a social media post. A blog post is longer and should focus on adding value and be evergreen. Did you know more than 2.4 million searches happen through the search engine every minute? (Source: First Site Guide) That’s a lot of searches happening every minute! When you create blog posts, consider how people use search engines and what search engines look for in quality content. People tend to search questions on Google, seeking answers. Plus, if people are searching for something online and come across your blog, they’re more likely to stay longer and read more because it’s content they want to learn more about.
Regarding social media posts, remember people are on social media to connect with their friends, and they’re not looking to dive into an in-depth article. That’s why short and entertaining posts do well. But that type of content doesn’t perform well as a blog.
Creating Evergreen Content Based On Problems People Search
When creating content for your blog, focus on evergreen topics – such as questions or problems people are searching for answers to. Keyword stuffing is a thing of the past, and people use common language or phrases when they search on Google instead of just keywords, which means they are typing in their queries the same way they would say them out loud. According to Oberlo, “72 percent of US consumers are engaging with voice search through digital assistants such as Siri, Alexa, Google Assistant, and Cortana (Microsoft, 2018).” Creating content based on questions people would ask is an excellent way to use voice search technologies too.
Why not use this opportunity to create content on the most common questions people search for related to your station’s purpose statement or mission? An approach based on relevant questions or problems people are searching for can place your station in front of the ideal audience that needs hope today. Plus, since the content is evergreen, it can keep bringing in traffic months or even years after being published. Let’s connect if you don’t have time to create weekly blog posts or need help creating a content marketing strategy that supports your station’s purpose!
Use Blogs To Expand Your Digital Footprint
Finally, having a blog can expand your digital footprint through search engine optimization (SEO). Understanding the basics behind SEO can increase the visibility of your content, improving its chance of being seen by potential listeners. We recommend having a “next step” mindset for your blog posts. Ask yourself, “what do you want your visitor to do next?” Do you want them to sign up for an email list, start listening to your online stream today, download an additional piece of content, etc.? Tell your reader what to do next. Don’t just assume they know.
KillerB Closing Thought:
In this digital age where everyone seems focused solely on social media platforms like TikTok, Facebook, and Instagram, remember blogs! They’re still a powerful way for businesses to build relationships with their audiences while expanding their digital footprints online.
Brian has worked in the digital field professionally since 2006 and has served the Christian Radio Industry since 2013. He has completed Donald Miller’s StoryBrand Marketing Roadmap and has a degree in Computer Science and Theology. Brian is passionate about helping the Christian Radio industry create a digital strategy that delivers clarity, improves conversions, and grows your station’s audience online by providing digital coaching, and consulting. You can learn more about Killer Bee Marketing and the services their KILLER team provides at https://killerbeemarketing.com