by Angela Haarhoff (@ANGtheHOFF) These days, content is one of those infinite words which exists in its own vast universe of being — basically, ‘How long is a piece of string?’ and all that. Although ‘content’ in this new universe has been in existence for a while, many marketers and advertisers are still grappling with the concept as education continues.
Some of our spaceships have not yet arrived in this realm. Just when you think you know what it means, you suddenly realise that you don’t. (If you still use the word “spaceship”, then you are probably one of these people.) We all have to start somewhere, however, and so we look to more developed markets to learn about content and all that goes alongside it.
Local is lekker
Many South African agencies and clients are only merely starting to experiment and understand its value. Local learnings and case studies are just as valuable as we begin to write formulae that work in our own market.
As marketers, we need to decide whether to create content around our brands, curate existing content or a bit of both. Importantly, we need to pin down our reasons for doing both and whether or not they add value to the brand and purpose. A brand’s target market will be confused by viewing irrelevant content in relation to the brand and their needs.
It is also important to consider from where the content is coming, and the context in which it exists. When we think of content, we usually think of online content but, at a brand level, where news and controversy are less of a factor, traditional media offer excellent spaces in which to find relevant content.
Start with the basics
So just how can a marketer use radio as a content generator? There are various avenues but let’s start with the basics.
First off, and because we are talking about brands and not social issues (where opinion is a key generator of content), successful radio brand content needs to be advertiser-funded at its start. This is going to be the spark that hopefully lights the flame of generation.
It also needs to be of that kind of relevant, useful and entertaining nature that pulls the listener in.
The more seamlessly it fits into the already-existing radio platform, the less disruptive it will be. In saying this, you also need to clearly signpost your content, as pulling the wool over listeners’ ears won’t go down well. So be honest and open in a native manner.
The story that is told through the content needs to be inventive and engaging, especially on this high-involvement and interactive medium where the audience wants a two-way relationship. The content or story should be shareable and spoken about. Engagement is, of course, critical.
Getting back to those avenues then, radio allows for content generation in some of the following ways:
Influencers
Radio DJs are an integral part of station content, listener buy-in and enjoyment. Designing brand content campaigns which involve the show host generally have better traction and impact than a paid-for radio advert.
Station content
Aligning with pre-existing station programmes and formats integrates the brand well. The sponsorship of a music show or talk show immediately ticks the brand-awareness box and, more cleverly, integrates the brand into the actual content.
Adding on expert comment or input from the brand itself further seals the trust between listener and brand.
Activations and events
Radio stations are well-known for hosting events which add massive entertainment or social value to their footprint areas. Brand linkage to these events may have great mileage when it comes to engaging with the audience on the ground — once again, adding extra value is key. A mere banner flying in the wind on the side of the road may not do much to create engagement or be remembered.
The brand as entertainment
Radio, at its core is, an information and entertainment medium, and so the brand needs to… inform or entertain.
Listeners seek escapism when listening to radio and want to be entertained in one way or another. Having their psychological downtime interrupted by a boring brand message often leads to an automatic aversion to what they are hearing.
Having this downtime disrupted in a different manner, however, may just cause them to think about your brand or — even better — talk about it.
More and more brands are learning (or have already learnt) how to create entertainment and engagement through a brand, thus turning the boring brand message on its head and adding, by far, more value than ever before.
It is, of course, vital to work together with the station when brainstorming ideas to generate and grow content in order to make best use of the available platforms.
Angela Haarhoff (@ANGtheHOFF) is an analytics and insights strategist at MEC Notabene Johannesburg. A Psychology and AAA Brand Management graduate, her background includes diverse years spent in strategic planning, marketing services and public relations. She contributes “Talking Radio”, a monthly analysis of South African radio listenership figures, to MarkLives.com. Follow @mecnotabene for regular media updates.
— MarkLives’ round-up of top ad and media industry news and opinion in your mailbox every Monday and Thursday. Sign up here!