You’ve heard it over and over. It’s all about content. Content is king. But is it? You may have the most compelling material on the air, but if nobody knows about it, does it matter?

On the air and off, broadcasters emphasize doing more. Get that blog post out there. Send that email blast. Post four times per show on Facebook. Make sure you’re tweeting. Get more content on the air. Run more promos.

We place a premium on content quantity. nd some of that content is truly outstanding. The problem is that even the great content tends to get lost in the sea of others who are also creating a ton of content.

I have no quarrel with those who prioritize content creators. It’s a pre-requisite for engagement, both on and off the air. But if content is king, promotion is most definitely queen.

Long Live the Queen

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