… and there’s no one reading it, was there any content?
So, for radio stations, the easiest content to blog about is those topics that have to do with the brand. For news/talk and sports-talk talent, it’s what they talk about on the radio. Give your fans a way to learn more about what you say on the air, and a forum to weigh in on it.
For music stations, if you have a high-profile morning show, they should be blogging about what they talked about … and will talk about the next day.
Also, if you play new music, you can have a blog about new releases, downloads, concert tours, etc. in your format.
Maybe entertainment news fits with your brand.
Or … you can give the sales guys a hand with content that fits areas they’re targeting. Home maintenance. Gardening. A daily easy recipe to fix for dinner. Pet care. New TV shows and movies coming up.
Blogs like these … and you’re lucky if you can get one started … can help drive some business in those product areas. If you have a jock who’s passionate about gardening, and knowledgable about what it takes to keep up a nice yard in your area, they could blog once or twice a week about it. Then, the sales department can sell sponsorships to that page; that jock can do endorsements in that subject area; and it never has to use “programming inventory.” It’s all web content and commercials.
If you’re a jock who’s blogging about funny YouTube videos and talking about your life, I’m terribly sorry to break the news to you … you’re wasting your time. Look for a subject to focus on that could get you better ratings (like what you talked about on the air, or a brand-related subject) … or more money, like one of the sales-related subjects above.