If You’re Not Doing This, You Might As Well Quit

In a previous article, Do the Work Once, Get Paid Over and Over Again, we discussed the way the digital age has completely transformed the radio business.

More than anything, the message there was a call to action for station managers to chuck the old business model and embrace the new one of the 21st century.

In this article, we’re going to dig in and show you some ways to repurpose your radio content to gain more listeners, land more advertisers, and bring in more revenue.

Let’s get started!

You may not want to hear this, but if you haven’t yet, you’re going to have to make the leap into video.

I’m sorry, that’s just the way it is.

The smart phone has changed EVERYTHING about the way people consume content and increasingly video rules the day.  If you’re not creating and putting out video versions of content, you’re losing out to people who are.

This means that dudes broadcasting from their basements are stealing your listeners, your revenue, and your advertising dollars.  Fortunately, it’s not that hard to get started in video.  If they can do it, you can too.

If you haven’t yet, check out the great Video Tips and Tricks series on this blog produced by award-winning filmmaker John Reynolds.  There you’ll find tons of great info about how to create quality videos that people will want to see.

The #1 Content You Can Produce to Grow Your Station

Hands down, the best pieces of content you can create these days are interviews.  Whether you do it in the studio, on location, or even on a phone, nothing captures viewers like entertaining, one-on-one conversations with artists, celebrities, and experts on their favorite topics.

They’ll watch everything they can about their favorite artist or subject.  Podcasters like Joe Rogan, Theo Von, and even Tucker Carlson get millions of views each month just using this one concept alone.

Creating the content is just the first part of the equation.  After you produce it, you’re going to need to release it to the world.

Here are three ways you can publish the same content over and over again to grow your audience and your bottom line.

1) Long Form Videos

A long form video, of course, would be the whole interview you record with someone.  YouTube, of course, is the best place to upload these types of videos, but don’t sleep on other video hosting sites like Vimeo, Dailymotion, Twitch, and, of course, Facebook, and your own app if you have it.

One of the keys to making this strategy work is to have a strong YouTube channel with a lot of subscribers.  When you release your videos, it’s important to include a call to action for viewers to like and subscribe to your videos.

The second crucial element is to optimize your videos so that YouTube’s algorithm will feature them in the search results and on those lists of suggestions that show up when you’re done watching a different video.

We’ll discuss optimization in depth in a future article, but for now just know that you’ll want to feature the name of your interview subject in the video title and, if possible, pair it with a provocative tease or curiosity inducing statement.

This way of titling your videos is especially important when you’re creating our next form of video, the short.

2) Video Shorts

As we discussed earlier, people love watching videos.  By far, it’s got to be the number one way of consuming content and the second way isn’t even close.

Most of the videos people are streaming, however, aren’t long form, they’re short, one to three minute clips that people can easily watch while casually scrolling through their phones.

The great thing about short videos are the number of places you can share them.  When you post them to YouTube, Facebook, Instagram, and Tik Tok, you’ll exponentially increase the prospects of a good clip going viral.

With the short clips, having a well-optimized and engaging title is the key to getting a lot of views.

For example, looking at comedian Theo Von’s recent conversation with Billy Strings, some titles of the clips that came out of that interview are:

  • Billy Strings Gives the Backstory on THAT Viral Dust in a Baggie Video
  • Billy Strings Life Story is WILD
  • Theo Von and Billy Strings Talk Pet Peeves
  • Theo Von Learns Billy Strings Played Guitar for 48 Hours Strait
  • Billy Strings First Time Smoking What?
  • Billy Strings Tells Theo Von About Panning for Gold in His Town
  • Billy Stings Has Seen Some Things on Psychodelics

 You can see that if you’re a fan of either one of those guys, you’re going to watch at least a couple of those videos.

3) Subscription Only Content

Finally, the last way to re-purpose your content is behind your own paywall.

Think of a paywall as kind of like the meet-and-greet or VIP section of your website.  This is for the people who want the full experience with your content and are willing to pay for it.

In the paywall concept, you’ll record an interview, but only release parts of it.  You’ll hold back the full – and most interesting parts – for your subscribers.

In addition, you can provide other perks for paywall supporters, such as the ability to ask or submit questions, special discounts from your advertisers, contests, merch giveaways, and more.

Paywalls can be a great way to directly monetize your content.  You can charge people for a subscription or let them join in exchange for their email address and other information.  There are benefits to both.

Hopefully, this article will provide you with the motivation and knowledge to get started publishing your own videos.  In future articles, we’ll break down the concepts and techniques here in more detail.

Check back to learn more, but don’t hesitate.  Start today on your video publication journey and you’ll begin reaping the benefits sooner than you think!

Pic designed by DC Studio for www.freepik.com.

Brent Hoodenpyle is a Texas-based digital marketing and sales specialist with over twenty years experience working with a wide range of companies to improve their digital stats and revenue.

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