From Airwaves to Algorithms: What We See Behind The Scenes

Today’s fast-paced digital world, being a radio broadcasting student means more than just having a great voice and knowing how to work a soundboard. It’s about understanding how to create content that resonates beyond the mic - and how to market that content so it reaches the people you want to connect with.

As someone living in both the world of traditional broadcasting and the ever-evolving digital networking, I’ve come to realize just how valuable digital marketing and content creation skills are in this space. Whether you’re running a campus radio show, building a podcast, or trying to grow your personal brand! Here’s why digital marketing is your new best friend - and how content creation plays a massive role in your growth.

Why Digital Marketing Matters in Broadcasting

Let’s face it! Today, it’s all about visibility. Even the best segments can go unheard if you don’t know how to promote it. Digital marketing helps amplify your voice. Platforms like Instagram, TikTok and X are perfect places to share snippets, behind-the-scenes content, and teasers for upcoming shows. Using email newsletters, SEO-friendly blog posts and YouTube - you can build a platform presence that keeps your audience engaged even when you’re off the air.

Content Creation: The Secret Weapon

Content creation is at the heart of digital marketing. Think of your radio show or podcast as just one piece of your content strategy. What happens when you turn that episode into:

• An audiogram clip for Instagram

• A blog post summarizing the topic

• A TikTok highlighting a funny moment

• A Twitter thread diving deeper into the discussion

• A newsletter featuring listener shoutouts and links to past shows

  
  

Now you’ve multiplied your reach, connected with more people and given your content the longevity it deserves. Plus, as a broadcasting student - you already have the technical know-how and creativity to produce quality content! It’s just a matter of repurposing it across platforms.

What I’ve Learned as a Student

Here’s what being both a broadcasting student and content creator has taught me:

1. Branding matters. Whether you’re hosting a show or starting a podcast, your brand voice, visuals, and vibe make a difference. Stay consistent!

2. Audience is everything. Digital marketing helps you understand your listeners better. Analytics tools tell you what hits and what misses.

3. Don’t be afraid to experiment. Try new platforms, formats and collaborations. You never know what might go viral or start a new trend.

4. Keep learning. Digital marketing is always changing - stay curious and update your skills often.

The Future is Multi-Platform

Radio isn’t dying - it’s evolving. The most successful broadcasters today are the ones who adapt, innovate and create content that lives across airwaves and timelines.

If you're a fellow student in broadcasting, now is the time to embrace digital marketing. It's not just an extra skill - it's literally your golden ticket to standing out in a over-saturated, unoriginal content space. Yes, you can use idea templates... but don't just run to copy, paste and post. Reality check: it's not the genuine you and people can see that. Be transparent, raw and real.

Get out there, be yourself and be creative.

Want more tips on growing your media presence as a student broadcaster?

Connect with me - let’s build something amazing together!

xo,

Rae