The first step in your online content distribution scheme…errr…strategy is to set up a blog. This is your content anchor. The origin of the madness…
I will start out by saying that the maintenance of this blog (and the other elements you will be plugging into it) will take a lot of time and effort to nurture and grow. Think two hours a day. If you simply don’t have the time to do this at work, then do it at home on your own time. The skills you will develop will pay dividends down the road because there are very few people in radio who know how to do this. And once radio finally shrivels up and dies, this will be the cornerstone of the next wave of online broadcast strategy. Put yourself ahead of the pack.
I guess it’s possible to use your existing station site, but that’s not really in the spirit of this concept. Plus, if you work for a major cluster then your “web master” most likely lives in a far away city and grumbles when you want to do something as simple as update a DJ’s bio. She’s got 50 other sites to manage and just doesn’t have the time. Not her fault…it’s a hard reality of the current state of radio. Take control of your website. Start a blog and simply add a very prominent link to it on your station’s front page. It would be nice to replace the station website completely, but this is most likely not a reality for you.
There are many sites you can visit to set up a blog. I use Typepad (for MusicFog.com) because I’m moderately familiar with it and it only costs 15 bucks a month to upgrade to their “pro” level service. You can also hit up WordPress or Blogger. Look around and pick whatever service works best for you.
Now that you’ve decided on a blogging service, log in, create an account, and start filling in the basic info, like profile, etc. Upload your station logo, and if you chose WordPress, then make yourself a snazzy custom masthead.
Once everything looks Kosher, it’s time to think about what you are going to post, and how frequently. I would resist the urge to start posting SPAM-like info like where your next remote is taking place or what local businesses are sponsoring your station. If you are a music station, keep it music related, if you are news/talk, then make it about–you know–news…you get the idea.
Just get the thing up with one published post and five more in “scheduled draft” status. This’ll train you to work ahead so you post at least one update per day.
Good work! You officially have a blog. Tomorrow we’ll start talking specific content.
As always, if you have specific questions just drop me a line at email@example.com. I’ll hook you up somethin’ proper.