Employment: The Key to Unlocking Your Online Strategy

October 1, 2017

There are 2.8 million apps available for download and the average person interacts with their smartphone more than 1,000 times per week.

Despite unlimited access and an infinite choice of options, most interactions with the phone involve just two or three apps, with text messaging and Facebook dominating mobile usage.

In addition, nearly 60% of all Google searches are now done on mobile devices. Looking at the most popular searches offers additional insights into what people do with their phones besides catching up with friends.

While it is important that your brand and your website have strong Search Engine Optimization performance, not a lot of traffic is generated by people searching for local media.

What are they using search for? Primarily, it’s based on learning and discovery.

Google just released a list of the most popular “How To” keyword searches. On the surface, the top results are random and inconclusive. 

  1. How to tie a tie
  2. How to kiss
  3. How to get pregnant
  4. How to lose weight
  5. How to draw
  6. How to make money
  7. How to make pancakes
  8. How to write a cover letter
  9. How to make French toast
  10. How to lose belly fat
  11. How to write a resume

Now consider the fundamentals of radio listening. It’s driven by employment, which empowers drive time and at-work consumption.

With that in mind, let’s look again at #1, #6, #8, #11. They all connect with work.

1. How to tie a tie
6. How to make money
8. How to write a cover letter
11. How to write a resume

As you look at creating compelling online content, how much (if any) currently ties back into what people are naturally searching for along with the added benefit of connecting to the #1 driver of radio consumption… employment.

Even # 4, #10, #7, and #9 can easily be viewed through an employment lens.

4. How to lose weight
10. How to lose belly fat
7. How to make pancakes
9. How to make French toast

#4 and #10 connect with self-confidence, which is certainly a valuable attribute in a job search as well as when you are in pursuit of your next promotion or are just going through another 40 hour week.

Meanwhile, when it comes to getting out the door on time and still enjoying the most important meal of the day (#7 and #9), what about sharing life hacks for making breakfast?

Last but not least, radio is always looking for ways to connect and engage with younger audiences. Some tasteful creativity involving #2 and #3 (kissing and getting pregnant) would generate compelling station content and drive engagement.

It all starts with a deep understanding of your audience and the fact that 85% or more of your listening is generated by employed persons who turn on your station in the car and at-work.

Let’s use radio’s talent and creativity to generate digital content that people will more readily discover and share because it reflects the topics they are already searching for.

When your brand is top of mind with the employed listeners who matter most, it allows you to win more listening occasions and drive your ratings and revenue.

Let’s discuss how your digital content can drive listening and ratings. Send us an email or call 859-957-1581.

On behalf of Catherine Jung, Doug Smith and everyone at DMR/Interactive, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO

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