Okay, so it appears that in the future---virtually all content will be transmitted via a web-based platform on one level or another. Audio and video content, new or archived, entertainment or information, etc. will be available online and on demand at the convenience of the consumer. If that premise is true, organizing the content is the real prize. Google is making a pretty good living at organizing and giving consumers easy access to everything on the web.Let's assume for the moment that you're a broadcaster and you want to give potential consumers of your products organized access and the variety of choices they seek. One such "channel" might look something like AllMyFaves.com ---a site that streamlines the process. I imagine that if you re-created this list with format options on the left side...and company-owned stations (or audio options) on the right side, you would provide consumers with an easy link system to your arsenal of media entities---radio, web, podcast, video, news, sports, concerts, etc.
There's a great deal of talk about "re-inventing" radio...but there may be a greater need to re-purpose what we do and how we present it--especially in our web-based digital applications.
We currently view the radio station as the "product". In reality, it may be the base product, but it's just part of a wider array of touchpoints to our consumers. We shouldn't be in the business of creating one singular piece of content--ex. "the 10am-3pm midday show", we need to think bigger than that---creating content that fits inside of that show---AND developing this material to move outside of the play window. Inside vs. Outside thinking...
In order to attempt to maximize the advertiser dollars---we may need to focus wide AND narrow at the same time.
If you know your listener well...if you understand what's important to your core consumer, you shouldn't be afraid to serve them with components that they find important. For example, using a content organization system that allows your country station to master "all things country": new country single releases, CD samples and listener input about them, the latest videos, concert reviews, interaction and involvement in jock/host content, relevant contesting or promotions, family events, cheap or free community activities, etc. (I might even consider links by product category for all advertisers currently on the air--a way to monetize the concept) You're looking for content that complements, mirrors, and stimulates your core audience wants, needs, interests, and curiosities.
Virtually all station websites take on the same appearance...it's a model that needs to be broken and re-worked for both branding purposes AND listener relevancy. Not only do you want to set yourself apart from the other station sites in your competitive arena, you actually want to create a web experience that is useful to your listeners.
Why do they go to your site? If they don't go to your station site, what would cause them to come and return often? What makes YOUR site more important than the others in town?
Consider your personal behavior online. Do you have favorite places marked? These are the sites that are important to YOU on a daily basis. You mark them for future reference and an easy return. There are websites that you visit--that have guided you toward other sites that you've then--designated as a favorite. Your browser has likely organized those favorites for you in some sort of folder--helping to make your online experiences easier for you.
Shouldn't part of your mission be to further develop your relationship with your listener? If they're a fan of your format, your station, your talent, etc. you might choose to integrate your brand deeper into their lives by being "all things country" or "all things Anytown, USA", or "All things 35-54 female", etc. but NOT giving it to them all in one shot. The last thing you want to do is overwhelm the individual with too many options---too much choice. Limit, control, expose, and frequently change-up the choice so the content appears to be fresh and easy to manipulate. Spike the curiosity and return visits. (Fresh, updated content is the 2nd most important piece of your web experience. 3rd, is ease. Number one is: relevancy of the content to me---the consumer!)
Unless you're one of my favorites---or someone (or something) leads me to you, I don't care about you. You don't exist. My list of "favorite places" is already getting unmanageable at times. I frequently find myself purging links that I once thought would be worthy of saving--but no longer provide value--usually because the site doesn't offer anything fresh or relevant to my life and my needs. All I care about are MY needs. How---whatever you offer---helps ME, entertains ME, informs ME. I'm the customer---it's about ME--not you.
In order to even consider the possibilities, you have to first agree and believe that your web-based applications are an important part of your brand--and will soon be a critical aspect of your overall revenue model.
Make my life easier and more enjoyable with the product you offer. If what you do and how you do it--can make an impact on my behavior---I'm more likely to re-visit your on-air product, your online product or your on site product again some time. Do it often---and I may become a fan.
What are you truly offering to your listeners? What does it mean to them? What role do you have in their lives? How can you make it better? How can you serve them and make their lives easier? What do you need to do in order to become (and stay) one of their favs?
