I have a client that has done a slew of FM radio interviews of recent promoting their new CD. His publicist just informed me that and in every case, he asks the broadcaster for a link or audio file, and 99% of the time, they never create a streaming version or a podcast for their website.
Why?
My client only wants to promote your station and interview out to his thousands of fans on his website, Facebook and Twitter and you can’t provide a link or file? This is what social media is guys… linking, sharing, talking. Artists helping stations. Stop thinking of the interview as a one time piece of content that is broadcast and to never be heard again. Repurpose it, repost it, share it.
I know many in radio are trying to figure out what to do about social media, how to use it. Well before you take on a big plan try something small like the sharing content you already have. Try working with a couple artists who want to promote your station and want to send their fans to your station website.
The key to a successful content strategy is getting the most you can from a single piece of content. Think about all the various ways you can repurpose your content… email blast, Facebook post, Twitter post, YouTube, Pinterest, share it with other sites, break it into smaller pieces and post them over time.
You sell yourself short if you only see your content as one time use. Go green recycle!
Yes! Yes! Yes! What these broadcasters are doing makes as much sense as managers refusing to post their artists’ interview links on social media sites. This is all FREE PUBLICITY. Use it!
Not surprisingly, online radio stations seem to be better about that than traditional FM broadcast stations. It’s all about mindset!
Publicist: “Is this going to be a cover story?”
Writer: “It’s GuitarWorld.com.”
Publicist: “Is it going to be in the magazine?”
Writer: “Dot com.”
Publicist: “Oh.”
Publicist: “What’s the magazine’s circulation?”
Writer: “It’s online. International readership in the hundreds of thousands.”
Publicist: “Can you send me a copy?”
Writer: “I can send you a link.”
Publicist: “Can you send me the circulation numbers?”
Writer: “It’s a website. I will have my editor contact you to explain.”