British Broadcaster drives app downloads with live blogs
Attracting new audiences and elevating podcast popularity
1. Acquiring New Users:
As a leading news and politics broadcaster, the organization continuously seeks to expand its listenership, especially among younger audiences.
“Once our users get acquainted with our brand, whether through radio, social media, or podcasts, they return time and again. We have a very strong and loyal user base. But the challenge is grabbing their attention in the first place, and as that audience fragments even further across new platforms, this can be a challenge,” explains the Head of SEO & Editorial Product at the media organization.
2. Delivering News Online, as it Happens:
Nowadays, it has become standard to visit a website and receive breaking news and the latest updates instantly. As a leading broadcaster, the team delivers news through a diverse, multi-platform approach. Whether their audience prefers to listen to podcasts, read brief updates, or delve into in-depth articles, the broadcaster ensures that everyone can access the news in their preferred format.
3. Building a Direct Relationship with the Audience:
While thriving on social media and putting significant effort into providing video clips and posting fresh content, it is undeniable that “the whole social acquisition channel and search have completely crumbled for news brands. The major focus now is on building a direct relationship with the audience,” affirms the Head of SEO & Editorial Product.
This is where live blogs come into play.
Traffic Growth
Used as a top-of-the-funnel gateway, the live blogs have driven significant traffic to their website and contributed to the broadcaster’s ranking on search engines.
Gen Z Engagement
Contrary to trends favoring short-form content, the broadcaster has witnessed Gen Z audiences showing interest in longer, in-depth videos and content as well, highlighting the value of traditional expertise.
Ease of Use
Digital editors can quickly incorporate breaking news and relevant studio discussions into live blogs.
Building a Direct Relationship with the AudiencE
The broadcaster is building a direct relationship with its audience by using live blogs, circumventing social acquisition channels. Future plans include using Q&A functionalities in Live Center to enable listeners to interact with radio presenters and submit their questions in the live channel, fostering deeper engagement.
Maximizing the Impact of Video and Audio Content
The studio produces a continuous stream of videos, which content producers can quickly edit and share. These videos provide a rich source of content for live blogs, translating into immediate and dynamic content updates for the broadcaster.
Higher Conversion RateS
The broadcaster leverages live blogs to introduce newly acquired visitors to its audio content. To fully experience the station’s wide spectrum of talk shows, podcasts, or written coverage on the latest news, the broadcaster encourages its users to download its app.
Case Study: Monetizing engagement with live blogs
A key ambition for La Presse is fostering deep reader loyalty and maintaining a dialogue with readers. Live Center stands is used as the most direct communication tool with readers, easily attracting 15,000 visitors per live blog and reaching up to 23k visitors during major hockey games. –> Read more
How a legacy print magazine thrives in a digital age
Fortune’s print magazine and conference business, once considered outdated, are now key differentiators in the digital age, offering direct relationships with to their reader thanks to an existing database and premium in-person experiences. –> Listen to the conversation
Case Study: TVNZ boosts live blog ranking and reader engagement
New Zealand’s state-owned broadcaster implemented a live blog strategy and improved their SEO ranking for breaking news while driving reader engagement. –> Here’s how