Let’s be honest—most of us got into radio because we are in love with it. We wanted to entertain, inform, and make someone’s day just a little better. Nobody sat down and said, “I can’t wait to write blog posts and go live on Facebook every day!” But here we are. And if we want radio to remain powerful, we need to embrace more than just what happens on the air.

Think back to the time when radio owned the space it operated in. We delivered the music, the information, and the personalities people trusted. That’s changed. Music is on-demand now. Breaking news appears in seconds on our mobile devices. Advertisers have endless ways to reach consumers. And our listeners? They’re drowning in a sea of content, scrolling their lives away between notifications, videos, and podcasts. This makes it much more di icult for that excellent break or interview to be consumed. Our goal now isn’t just to be great on the air—it’s to be present everywhere our listeners are.

The Struggle is Real

I get it. Many of us didn’t sign up for this. I speak from experience. I bucked writing daily blog posts when I was doing a daily show. Writing blog posts, news articles, posting on Instagram, and creating video content? All of it feels like extra work on top of a packed day.

But here’s the thing: It’s not about doing more work. It’s about making sure that the work we’re already doing gets seen, heard, and appreciated in more places. I wish someone had explained this to me earlier in my career when blogging here and posting there was just starting.

Why Digital Content Matters for Radio

1. It Keeps You Top of Mind – If listeners only hear from you when they happen to tune in, you’re missing out. They are also. Digital content keeps your station relevant in their daily digital routine. A good example is one of my clients repurposing their morning newscast into a daily podcast. No extra editing is involved. They just send the audio file to the podcast platform with the advertiser tags included. The numbers are outstanding and prove that hundreds more people consume the newscast throughout each day.
2. It Builds a Deeper Connection – We all know that radio is personal. But online, you can go even further. A Facebook post can spark a conversation. A blog post can tell a story that didn’t fit into a break. A video can show the behind-the-scenes moments listeners never get to hear.
3. It Creates More Revenue Opportunities – Advertisers want more than just a 30-second spot. They want engagement and likely the numbers to back it up. An example could be adding a banner ad schedule with a specific o er or adding a Facebook Live video to their remote package. Perhaps it’s sending your newscast, with a sponsor message attached, to a podcast platform. If your station isn’t creating digital content, those ad dollars are going somewhere else.
4. It Future-Proofs Your Career – Our industry is continuing to evolve. Stations need personalities who can do more than talk. Let’s be real. AI voices will get better, and if a station owner is comparing apples to apples and one is less money, they might not have a choice. However, if you are creating compelling content across multiple platforms and engaging with listeners everywhere, you become impossible to replace.

Making It Work Without Feeling Overwhelmed

The good news? You don’t have to reinvent the wheel. The best digital content comes from repurposing what you’re already doing.

– Take What Works On-Air and Extend It Online: Got a great topic that lit up the phones? Turn it into a blog post or a social media discussion. I’ve seen comment sections and social media discussions blow up over topics, engaging people who might not ever call into the radio station.

– Use Video Smartly: You don’t have to be a TikTok star, but short, authentic videos of you being you can go a long way. Keep in mind that a video doesn’t have to be perfect to be impactful. If a morning show sidekick is wearing a funny shirt or came into work late, do a quick Facebook live video to your followers between breaks to make fun of them and then take comments on it.

– Think Community First: Instead of just posting about your station, talk about what matters to your listeners, like local events, trending topics, and things they care about. If you post this on social media, always link back to your station website.

The Bottom Line

We should not be choosing between radio and digital content. Let’s use both to make an even bigger impact. You got into this business to reach people, to make them feel something. Today, that means being where they are—on-air, online, and everywhere in between.

So yeah, digital content matters. Not because we want it to but because our listeners do.

Pic generated by Leonardo.AI

Jim Sherwood is a radio veteran turned digital strategist dedicated to helping radio stations thrive online through engaging websites and mobile apps. As the founder of Skyrocket Radio and host of the Better Radio Websites podcast, he shares best practices to help stations grow audiences and revenue in the digital space. With decades of experience in radio and a passion for connecting content with listeners, Jim ensures that every station—no matter its size—can make a lasting impact online.