Why cliffcentral.com achieved 3.5million downloads since August 2014 …
Speaking at the MTN On Air Radio Conference, Gareth Cliff states that cliffcentral.com is not a radio station, but a content hub which produces and aggregates content, including podcasts, live streaming and video. All of its content can be found through the cliffcentral.com website, but is also streamed through several different applications and the site is currently in the process of building its own application. “We have a nice tribe of loyal and ever growing audience, which I’m delighted to say is exactly what I wanted,” says Cliff. Watch the full video interview here:
Yes, online radio audiences can be measured….
Cliff explains that online radio can be measured because it is digital, the number of people listening to a live stream at any given time can be measured easily. Although he adds that he’s not convinced of how useful this info is for ad agencies, he explains that – on the cliffcentral.com content hub – it is possible to measure the amount of podcast downloads, average listenership for the week or month – and that these numbers are very competitive with FM Radio.
Cliff explains that cliffcentral.com is not competing with FM Radio as the two provide different services and serve different audiences – and audience is, after all, the most important factor in the business.
The real argument for Cliff’s content hub of course, is the fact that Cliffcentral.com has achieved3.5 million downloads of 1 hour long shows since August 2014. Cliff explains that, because getting to the content takes more effort than through traditional media, this shows that the platform has “…an active, participatory, committed and involved audience…”
Fundamentally Cliffcentral.com builds branded content. Although there are some aspects of cliffcentral.com which are designed to help wean audiences off the traditional radio model, it also has many completely new aspects worth considering from a marketer’s point of view. Cliff believes that, if content is designed properly, and the media and advertising industries work together, the audience can be served, the advertisers can be served, and a new kind of creativity can be achieved.
Cliffcentral.com deepening community, loyalty, and authentic communication…
Regarding how it delivers its content to the audience, Cliff states that social media is by far the most important marketing tool in the world at the moment. “Nothing works quite so well because you’re dealing with people on a peer to peer basis,” says Cliff, “it’s not a broadcast, it’s a conversation.” Cliff believes that social media is being used properly at cliffcentral.com – their social media pages have numbers which compete with the commercial stations after just one year. Cliff insists that this is because cliffcentral.com is built around the idea of creating a tribe, or a community, and with that comes built in loyalty. He ends by stating that Cliffcentral.com provides opportunities for young broadcasters looking for their big break, and also for audiences who are looking for more authentic, honest content.