Background
A prominent media organization, recognized for its diverse range of broadcasting services, includes one of the most popular talk radio stations in the UK - famous for its engaging podcasts and active social media presence.
The station’s content, particularly talk shows on critical events such as elections and major political developments, aims to provide stimulating and thought-provoking debates through a diverse array of presenters with varying political views. This approach, among other factors, contributes to the station's popularity and listener loyalty.
The challenge
To achieve its business growth objectives, the broadcaster identified several key areas for development:
1. Acquiring New Users:
As a leading news and politics broadcaster, the organization continuously seeks to expand its listenership, especially among younger audiences.
“Once our users get acquainted with our brand, whether through radio, social media, or podcasts, they return time and again. We have a very strong and loyal user base. But the challenge is grabbing their attention in the first place, and as that audience fragments even further across new platforms, this can be a challenge,” explains the Head of SEO & Editorial Product at the media organization.
2. Delivering News Online, as it Happens:
Nowadays, it has become standard to visit a website and receive breaking news and the latest updates instantly. As a leading broadcaster, the team delivers news through a diverse, multi-platform approach. Whether their audience prefers to listen to podcasts, read brief updates, or delve into in-depth articles, the broadcaster ensures that everyone can access the news in their preferred format.
3. Building a Direct Relationship with Its Audience:
While thriving on social media and putting significant effort into providing video clips and posting fresh content, it is undeniable that “the whole social acquisition channel and search have completely crumbled for news brands. The major focus now is on building a direct relationship with the audience,” affirms the Head of SEO & Editorial Product.
This is where live blogs come into play.
Solution & Outcomes
To address these challenges, the broadcaster introduced live blogs into its newsroom strategy several years ago and recently turned to Norkon to maximize their live-blogging efforts with Live Center. This decision has enabled the editorial team to increase their written content production and ensure their SEO-optimized live blogs rank highly in Google Top Searches.
Here’s how live blogging has impacted the broadcaster:
Conclusion
The integration of live blogs into the broadcaster’s broader strategy underscores the effectiveness of this medium in engaging new audiences and directing them to the station's audio content and app. By transitioning from a broadcast-centric model to a focus on digital content creation, the broadcaster demonstrates a strong commitment to remaining relevant and agile in the rapidly evolving media landscape.
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