The "How" and "Why" of Great Content Delivery

Let me first start by saying there are plenty of people who throw around great conversation starters, like "content deliverer", "content manager", "content pro" and even "content expert." But, do we actually know what content is and how it's best digested by the listener? Most of the time, I don't think we actually do. Welcome to the "How" and "Why" of content delivery.

"How" Stations come in many sizes/shapes...many formats...some locally driven, some nationally. "How" we deliver content is the same no matter what form, shape or delivery method we're using.

Lets take a 5280 or Mile High look down at Spoken Word formats: (BTW, I live in the Mile High City)

Most stations have 5-7 min. to grab the listener's attention before the listener is bored, tunes out, changes the channel and/or maybe doesn't even come back. Lets start even earlier than that though with the all important, "tease". If you can't hook 'em, they won't stick around. Not with long drawn out commentary (teasing) either, but with precise story telling and creative content. The talent should be able to creatively present the most exciting piece of content coming up on the station at all times, period. Most talent will write they're teases in advance. Most will write their teases and then have the producer critique. The tease is THE MOST important piece of ammunition any "talk" radio station can use. As you tease, so goes your occasions, so goes your AQH and ultimately your ratings. Now, back to the actual segment. The sweet spot for the success of the segment is to maximize the 5-min. you need per quarter hour by telling the listener all the reasons "why" this is important to them (see next paragraph). Talent are many things, including stubborn. "Whatever the talent wants to do, the listener will follow along like sheep." Unfortunately, they don't and won't (examples): (Talent X) "I've got this great guest on the air, and I know the listener will enjoy my 20-min. conversation"...or..."I'm up against the break and if I keep the guest for through the break, my listeners will stick around ...they won't and don't as most of the conversation will be redundant, boring and overkill. Remember, Less is More. or, the most deadly, not delivering immediately on the tease--- (Talent Z) "I know I teased this coming up, but I can push it back 5-min. as I take some calls." ...if the listener can't trust you with what you just promised, how can they ever believe you when you tell them something in the future? They won't. The tease and the actual content go hand in hand. If you don't immediately deliver on the tease, your listeners will bail as their time is more important than yours. (We'll talk about the benefit or the lack there of, on the use of show guests and callers at a later time.)

"Why" Stations have one job: to entertain. That's it. If you can entertain your audience, it's all down hill from there. Some talent are funny. Some talent are serious. Some talent are knowledgeable. Some talent have an opinion...some laugh...some can touch are feelings. Some talent can even tell stories and have more than one defining quality. This is the "Why" factor of content delivery.

Delivering on the "Why" factor is why people listen. "Why" do I listen to a certain format? Because I like what they do. I'm entertained. It's the same for every format, too. Classic Rock doesn't play Soft AC and Country won't play Hip Hop. If they did they would not deliver on their promise, and listeners would bail on the station. So, why do people listen to Spoken Word formats? They listen to be entertained by compelling content. It just happens to be via talk. If the talent is not knowledgeable, have an opinion, compelling and ultimately is not entertaining, then the "Why" factor will be missing and ultimately the station will fail.

I'll leave you with some examples of talent that not only understand the "How" but also the "Why" of content delivery. Talent like Sean Hannity and Glenn Beck understand how to set up the story (tease), execute (opinion) and ultimately deliver (on the promise). Whether you agree with them or not is irrelevant. Bottom line, you left that segment...that hour...that show--entertained.

#premiere #content #talkradio #spokenword