As you know, the Program Director (PD) is the architect behind the station’s sound, personality, and appeal. They’re responsible for choosing music, overseeing on-air personalities, scheduling sweepers, and coordinating shows and promotions. They ensure every hour of airtime aligns with the station’s goals and brand identity – and they do it well because there’s a clear mission behind it – getting and keeping listeners.

However, when it comes to a station’s website, we often see a different story. Many radio stations approach the website as an afterthought. After all, “Our website is just there for a stream link, right?” Without a dedicated person shaping a clear strategy for your online presence – someone who understands the station’s target audience, brand, and revenue goals – your website often remains stuck in “static mode” with minimal new content, low engagement, and a growing number of missed opportunities.

Enter the Digital Content Director (aka Website Program Director)

The online version of your station’s PD is the Digital Content Director.  This person could also be called the “Digital Content Manager” or “Digital Content Coordinator.”  Here’s how the responsibilities overlap:

  1. Brand Consistency
  • On Air: Your PD ensures your station’s overall sound matches your brand identity, from playlist choices to imaging.
  • Online: A Digital Content Director ensures that the look, feel, and message of every post, page, contest, and event listing align with your brand voice. Website consistency builds trust with your listeners, making them more likely to engage with you both on-air and online. 
  1. Content Scheduling & Strategy
  • On Air: The PD balances music, talk shows, sweepers, commercials, and features in a way that keeps listeners tuned in.
  • Online: A Digital Content Director plans and oversees content (articles, blog posts, show pages, event calendars, station news, contests – sometimes even social media posts) in a strategic way that keeps visitors coming back. Setting up content goals- like one new post per day or a weekly highlight for upcoming events- helps maintain relevance and drives repeat traffic. 
  1. Audience Engagement
  • On Air: A Program Director focuses on building audience loyalty and high TSL (Time Spent Listening).
  • Online: A Digital Content Director focuses on website visits, page views, and time on site. They design strategies to keep people clicking around longer – whether it’s making your station’s personalities more accessible via blog posts or featuring interactive content like polls and contest giveaways. 
  1. Revenue Generation
  • On Air: PDs collaborate with the sales team on sponsorships, promotions, and the placement of commercial breaks.
  • Online: A Digital Content works with sales to ensure banner ads, sponsored pages and content, and any affiliate links make sense for the brand and audience. Create a “Digital Inventory List” so everyone knows what revenue opportunities exist across all digital platforms. A well-structured website with clear goals creates more compelling opportunities for advertisers—ultimately adding to your bottom line.
  1. Identifying Goals & Measuring Success
  • On Air: Your PD tracks ratings and listener feedback, adjusting programming accordingly.
  • Online: A Digital Content Director identifies key performance indicators (KPIs) like page views, user engagement, newsletter sign-ups, and contest entries to measure how the content is resonating. This data informs future website improvements.

The Biggest Roadblock: No Clear Goals

One of the main reasons station websites go stale is a lack of defined goals. Without clear objectives – like increasing email sign-ups, showcasing community events, or boosting online ad revenue – staff can’t develop a content strategy. A Digital Content Director’s first task is setting these goals. Once they’re established, it’s easier to delegate tasks, measure results, and keep everyone moving in the same direction.

How to Make It Happen

  • Hire or Appoint an Internal Champion: This might be an existing employee or a new hire who’s passionate about radio and digital content.
  • Establish Goals & KPIs: Decide what “success” for your station’s website looks like—whether it’s more ad revenue, better listener engagement, or promoting station events.
  • Create a Content Calendar: Just like your on-air clock, set up a schedule for fresh news or blog articles, contests, events, contests, and more.
  • Collaborate with Sales: Identify new online revenue opportunities (sponsored posts, digital ad placements, station merchandise).
  • Review & Refine: Track web analytics to see which content performs well and adjust your content strategy accordingly.

Much like a Program Director drives on-air success, a Digital Content Director ensures your online presence resonates with listeners and advertisers alike. If you want your station’s digital arm to be more than just a place to find the stream link, it’s time to give the same level of thought and care to your online content strategy. Define your goals, appoint a “PD” of your website, and watch as your station’s online engagement and revenue opportunities grow.

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.