How Do We Create More Digital Content?

Okay, we all know that Christian radio needs more content on more platforms (especially digital) and in more places. But where is all this new content supposed to come from?

Do you need to enlist interns? Do you raise expectations on talent, regardless of their enthusiasm (or sometimes, lack thereof)? Do you need more headcount?

And where do you begin? By doing what?

These are the questions which paralyze us in the trenches of Christian radio, but they shouldn't.

Let's tackle the first question first: Where does the new content come from?

The first thing you should do is find creators in your market (or markets) that are aligned with your values and content goals and are already making content that your portfolio can embrace.

Most of your markets have YouTube stars or TikTok influencers, etc. Do you know who they are? Why not?! If their fans can find them, why can't you? Or your kids?

Do you know what happens when a faith-based influencer is contacted by a prominent local Christian media brand and invited to explore a partnership? Sheer delight, that's what! They bring content you would otherwise have to make yourself (if you even could), and you bring scale in the local area and potential revenue, impact, and on-air opportunities that they could never possibly imagine themselves. Figuratively speaking, it's a match made in Heaven.

So find the people already doing what you want to do in your market and enlist them to your team! Think of your brand as a TV network or movie studio - you work with independent producers to make the best bundle of content possible. YouTube - as big as it is - doesn't make any of their own shows. You and I and millions like us do.

Now the second question, where do we start?

Start with what audiences want from a faith-based brand.

Recently I was honored to do a study for CMB where we addressed questions like this one. I was stunned by the scope and variety of the "brand extensions" Christian music fans desired from their friendly neighborhood faith-based brand.

Here is a summary of what they wanted in no particular order:

• Spiritual and Inspirational Content (e.g., sermons, Bible studies, prayers, devotionals, etc.)
• A wider variety of Christian music, live concerts, holiday specials, etc.
• Community and Connection (e.g., opportunities to connect with others through faith-based groups, meetups, events, prayer groups, etc.)
• Educational and Family-Focused Content (e.g., content for kids and teens, parenting advice, field trips, etc.)
• Interactive and Engaging Formats (e.g., podcasts, live talk shows, faith-based comedy, motivational videos, online forums and chat rooms, etc.)
• Practical/Lifestyle Support (e.g., managing mental health and spiritual growth, financial guidance, health and relationship tips)
• Events/Activities (e.g., local concerts and festivals, book clubs, movie nights)
• Technology and Accessibility (e.g., Christian music aps, live streaming of church services, Bible study groups, etc.)
• Merchandise
• Diversity and Inclusion (more content aimed at different ethnicities)
• Personal Growth and Faith Development (e.g., tools for deepening one’s relationship with God)

How's that for a starting point?

The key is to recognize that in the future you can no longer be only a Christian radio station. Rather, you must be a Christian media ministry.

Mark Ramsey Media does audience research for Christian Media - Perceptual research, digital studies, donor studies, music studies, etc. Learn more here. Call Mark at 858-414-4191 or email markramsey@mac.com.

And if you want a strategy to solicit major donors to pay for your research, look here and download this Listener Impact Study solicitation for donors from WAKW-FM.

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