Broadcasting, Radio, Branding, Promoting, Marketing, Guide

A Guide to Repurposing Your Radio Content

Repurposing your radio content can be a challenge given copyright law, but there are still some excellent ways you can make further use of your content. Repurposed content helps you reach new audiences and provide more value for your listeners. And, after all, you put the time and effort into creating the great content in the first place, so you should get good use out of it! Repurposed content is that extra content that will make all the difference in the growth and overall reputation of your brand. If you're wondering how to repurpose content and why you should do so, keep on reading!

Note: Please do keep in mind that your repurposed audio content should only include talk radio shows, not radio shows that include copyrighted material like music. Although the content may have originated on the Live365 platform, content living on your website or any other location outside of the Live365 platform is not covered by Live365's provided music licensing.

Why You Should Repurpose Your Radio Content:

Boost Your SEO

Repurposing your radio content provides you with the opportunity to link back to your website and inject relevant keywords when possible. All of this will ultimately help you out with SEO. More links that lead back to your website means higher ranking on search engines and a better chance at gaining more traffic to your website and radio station.

Reach New Audiences

Reaching new audiences means a variety of things. Firstly, repurposed content can be used on social media, which expands your reach to individuals that may not be familiar with you or your station. Additionally, people have consumption preferences, meaning some prefer to read, others may choose to listen, and a whole other group prefers video content. With that being said, repurposed content can help you tap into those audiences that prefer reading and watching content. Furthermore, this variety of content helps you to appeal to all senses, which means that your station can speak to everyone, not just those who solely prefer listening. Finally, repurposed content can help make your station accessible to language learners, those with disabilities, such as hearing loss, as well as those that face language barriers.

Gain Authority & Credibility

Repurposed radio content is generally content that contains the same message, but it is delivered in a new and creative way. This reiteration of the message demonstrates your expertise and helps you to build your authority and brand reputation. As a radio station owner and broadcaster, you definitely want to be known for quality content, and you want to be regarded as a reliable brand. With that being said, repurposed content can help you achieve that authority and reliability that you are looking for.

Develop Brand Awareness

As you would imagine, the more interactions that audiences have with your brand, the more likely it is that they will notice and engage with your station. Repurposed content is an excellent way to increase the amount of interactions you have with audiences. Ultimately, the increased interactions will help develop your radio station brand awareness. And, that means that you can be assured that people know about you, your station, and your message.

Increase Your Value

You can be sure that if you are repurposing your content, you are increasing the value of your brand and delivering more value to your audience. With all of the benefits listed above, like increased brand awareness, boosted SEO, reaching new audiences, and additional credibility and authority, alongside the basic value in repurposed content, there is no denying how beneficial it can be to put a little work into repurposing your content.

How to Repurpose Your Radio Content:

  • Transcript
    • Posting a transcript of each radio show to your website makes your station accessible to those who suffer from hearing loss and individuals that may want to listen but face some language barriers, for example. There are many different ways to transcribe your talk radio shows, including automatic transcription software and services and manual transcription services. Of course, you can always take the time to transcribe your content, or you could hire a friend, freelancer, etc. to help you out with it as well.
  • Video
    • Recording yourself and any guests you may have on your station during talk radio segments can make for fantastic content to post to social media, YouTube, and even your website.
  • Live Video
    • Live streaming portions, or even your entire talk radio show, can make your station even more engaging and exciting for your listeners since it provides a real time behind the scenes look.
  • Video Teasers/Audiograms
    • Use text, various images, and talk radio audio to create quick videos to post to social media. These small videos are awesome promotional content and give a little taste of what listeners will hear.
  • Promotional Images
    • Use quotes from your talk radio shows and graphics to create images that catch the eye on social media or even in an email campaign.
  • Show Notes
    • Posting your show notes to your website can be another great way to give a more behind the scenes look and perhaps a more in-depth take on the topic that you explored in your show.
  • Blog Posts
    • Supplemental Blog: You might consider writing a supplemental blog that contains more in-depth info on the topic at hand, info that was left out, new examples, etc. A supplemental blog can be especially valuable when you have a lot to say about a topic, whether you are an expert on the topic, have a lot more research, or have many opinions to offer your audience.
    • Update Blog: After you have recorded a talk radio show, you may find an opportunity to update your show days, weeks, months, or years later. Of course, you can update a show with a whole new show, but another way you can update your content is by creating a blog post. Especially in cases where there is not a ton of updating necessary, a blog post can be an awesome medium for updating your past content.
    • Highlights: Transcripts and show notes are helpful written forms of your station, but that's not to say that everyone wants to read a lengthy written piece. Creating a quick blog post that highlights the key points and notable or entertaining moments of your talk radio show can be super beneficial for reaching that audience that is interested in your content, but would prefer to read rather than listen.
    • Lists: If your talk radio show contained a list of things, you might consider putting that list into a blog post for everyone to reference. Additionally, categorizing your content through lists, such as "most popular content" or "guests," can make it easy for new and current listeners to explore your station. You can categorize however you like, whether that be by topic, popularity, format, host, or anything else that suits your station.
    • Playlists: Since you cannot directly repurpose audio content that includes music, you may want to either write out the titles and artists of the songs in your playlists or even create public playlists on streaming services that your listeners can access. Although posting your playlists publicly will potentially allow other stations to copy your playlists and listeners to create their own playlists, posting written playlists could be a good strategy depending on your audience. If you have a loyal audience, they might simply appreciate the written playlists and still tune in regularly. Posting every playlist might not be ideal for many, but posting a special playlist every once in awhile might just give you an edge up on other stations.
  • Email Marketing
    • Giving a quick synopsis of your talk radio show and noting entertaining moments via an email is another great way to catch the attention of your audience and promote your station.

Tip: One of the biggest things to remember is that you are creating a new experience for your audience, not a shadow of the original. However, this does not mean that you should avoid posting transcripts. While transcripts are a replica of your talk radio shows on paper, they are incredibly helpful for overcoming language barriers and making your show accessible to those with disabilities. With that being said, we HIGHLY recommend posting a transcript for each talk radio show. You may choose to only repurpose content from certain shows, which is totally acceptable, but you should try to get into the habit of always posting a transcript to ensure you are creating an accessible broadcast.

Note: Live365 is not responsible for and has no control over any other companies' actions related to international copyright laws. If you use any recorded or even live music on other platforms (even if it originated on the Live365 platform), you may be striked in violation of international copyright laws by that platform. The licensing provided on Live365 is subscription-based, not portable, and non-interactive.

When repurposing radio content, ensure that you aren't just repurposing it solely for the sake of extra content. Additionally, given copyright law, be careful of what you repurpose and how you repurpose it. Repurposing radio content can be quite challenging, but the challenge means that it's that much more valuable to you and your audience. Your repurposed content should be your best work and what you know resonates well with your audience. Also, no matter the medium, all of your content should work together and carry the same message and call to action. The consistency across your content will make your repurposed content that much more impactful, and will ultimately help you achieve your overall goals.

For information on the benefits of having a radio website, see our article here.

* Again, please do keep in mind that your repurposed audio content should only include talk radio shows, not radio shows that include copyrighted material like music. Although the content may have originated on the Live365 platform, content living on your website or any other location outside of the Live365 platform is not covered by Live365's provided music licensing.

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Article Image: Kaitlyn Baker via Unsplash.

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About Michelle Ruoff

  • Pittsburgh, Pennsylvania