KISS’ Clear Channel LA executes a strategy our company calls “client as content.” Our underlying belief is that advertisers who provide a service or value to their customers see a greater return from their advertising (a concept also know as branded utility). KISS LA invited advertisers trying to market to their listeners to do so by recording podcasts. The podcasts contain audio commentary on the topics on which the clients are experts: health, legal, auto, etc.

I think this idea could be taken to the next level if advertisers interacted directly with listeners. Build a forum on each AsktheExpert page. Create a blog for the advertiser the excepts public comments. Create a live chat—and sell advertisers a package of streaming commercials and banner ads to advertise for it. Use Qwizzy to build a free Q&A forum. Invite listeners to send in their questions directly to the experts, or to record a video of their question and post it publicly. Not only will advertisers connect more with the listener, but the website will also become more of a community. And you need conversation for that…