Radio needs to move past “scatter gun” approach to content

By Rachael Micallef and Sarah Homewood | 15 December 2015

Radio needs to move past a “scatter gun” approach to content, according to Australian Radio Network (ARN) national content director Duncan Campbell, who said next year ARN's stations will eye more strategic digital conversations.

Campbell said radio is already savvy at building digital content but added that the industry needs to ensure its content is distributed more strategically. Building a more integrated content offering will be a focus for ARN next year, he revealed.

“The ability to keep the conversation going around the key pieces of content that we generate in breakfast, and keep it going across the day is a real focus for ARN,” Campbell said.

“You can have a scatter gun approach to content on social but we're now looking at it more strategically. Thinking 'how do we keep a conversation going and how do we keep people engaged?' It's not just about clicks, it's about engagement.”

Looking ahead for radio next year, Southern Cross Austereo (SCA) chief creative officer Guy Dobson also said nailing content is key for the industry.

He said that includes radio, digital and live events such as SCA's 'World Famous Rooftop' brand.

“Maintaining our relevance in terms of content and ensuring our content is better than anything influencers are putting onto YouTube is key,” Dobson explained.

“We've got to really have a good look at our digital space and all of the platforms available to us, making sure we run a wide breadth of content delivery across all of those platforms.

“I've been to a few digital seminars recently where they talk about being authentic and show a dog with a million Instagram followers. I think that's ok in the short term but I think at some stage people are going to want both great content and great quality.”

Nova group program director Paul Jackson told AdNews that content is “everything” for radio and when it comes to what is coming down the pipeline in 2016, he believes innovation is going to be key.

“It's all about innovation and being creative,” he said.

“We worked with our clients this year, looking at what their requirements were and focusing on building solutions for them from the ground up and I think that's where radio is now days, and one of the reasons it's as vibrant as it is. We can work really closely with our clients.

“Radio is very nimble and lean on its feet, and it's one of its advantages.”

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