What kind of content is having an impact on radio?

Content marketing has bypassed traditional radio commercials as the most effective strategy for achieving impact and influence over consumers' purchasing decisions, according to the latest report from radio marketing company CRN International.

The survey found that radio listeners were more likely to form an opinion on products and brands depending on custom content and testimonials.

This shows that some of the more traditional methods of radio advertising are not necessarily the most effective branded marketing campaigns.

Custom content in this instance refers to hosting unique and engaging discussions on the radio. Commonly known as content marketing, this trend is regularly utilised on business websites - in fact, you are reading a piece right now. However, content marketing can be just as effective on the radio.

Engaging this strategy can be as simple as having a representative phone in to your local station to discuss a development in the industry or offer tips and advice on particular issues.

Radio listeners voted on which radio marketing strategies would be most likely to influence their choice to purchase a product. More than two-fifths (41 per cent) agreed custom content had the biggest impact, followed by testimonials by everyday consumers (20 per cent).

Close to one-third of those surveyed said they would listen to most of a commercial, while the same number said they cannot even make it through a single ad. About 19 percent said they do not listen to radio commercials at all. Those ads therefore have less of a chance of influencing a buying decision than the broadcast conversations between announcers and your representatives.

The radio is still a vital platform to get your brand out there. A little more than one-quarter of the respondents said an endorsement from the radio hosts would influence their opinion of a product. A further 42 percent said conversations from everyday people like themselves would likely increase the chances of considering or buying that product.

This demonstrates the importance of not just buying radio advertising space, but also monitoring what is being said by the hosts and listeners.

Including radio monitoring as part of your media intelligence strategy is therefore key for ensuring your brand is being represented fairly on the airwaves.

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