What content? Where?

Good question. Things are changing constantly for media organisations and so we need to always be re-imagining our content. One move is certain though: We need to move away from having the radio broadcast at the centre of our production. It’s time to put the story at the centre.

audience with screens

If you are on-air or in-production, having a digital content strategy is essential, but it doesn’t have to be complicated.

In the story section of this website, we take a look at what different digital content strategies might look like. You’ll find examples there and we’ll keep adding some as we know this is a constantly changing playing field.

It helps, though, to understand the style of content and what form it should take with every platform you chose.

Let’s take the first part of the question to start with: “What content?”

Content these days takes many forms whether you are doing a live show or you’re making a documentary or podcast. Content can include audio, videos, photos, articles, tweets, snaps, GIFs and graphics. It also includes user-generated content.

Even this chicken riding a turtle is content. 

The second question is “Where?”

The platforms this content can go on may include the station’s website, a program website, Facebook, Vimeo or YouTube, Instagram, Snapchat, Pinterest, the station newsletter and, of course, on air.

Your decisions are based on a couple of things:

1. Where’s your audience? This is not about your friends or followers but more about asking yourself “Where are the people who share an interest in this topic or type of music etc.?” Are they on LinkedIn, Instagram, Twitter, Snapchat, Facebook and/or Pinterest? If you don’t know, check out what your competitors or similar programs are using.

2. How do you/your audience use the platforms? Certain forms of content suit different platforms and it really comes down to how people use them. It’s pretty straight forward that professional, work-based stuff is suited to LinkedIn. Think about how you use Facebook (if at all). Probably for catching up with friends and personal stuff but maybe also for alternative news and information.

Think about what devices people will be most likely using and when – a phone while commuting, a computer at work or in bed with a tablet. Take a look in the audience section for more info on how people use devices.

For example, a long article should end up on a website or blog, not on Face book. Here is a rundown on the kinds of content which you might producer and where they might go:


Uploading your own content is always best. Photos, videos and links to longer articles. Tagging relevant people in the comment section can help. Facebook is informal and personal.


All about pictures and videos. The photos have to be good – you might work in radio but now you also have to have access to good original photos


LinkedIn has evolved and it is now a place where people share professional ideas and links to content with people who work in their field.


Twitter is more fleeting but works well if you post a link or a picture. It’s great for reaching out to people with lots of followers who might retweet you message.


Yes Snapchat. There have been some interesting uses of Snapchat and if you are after a young audience you should try them out. You can save and repurpose content from Snapchat in interesting ways.

Station Website/Program Blog

Longer articles, reviews and back stories can go here. This is a great place to put all of your longer form content.

Spend some time thinking about your audience and looking at the online content of your competitors or similar radio programs before you start planning the content for your projects or programs.


Now that you know where to put your content, go forth! 

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