(By John Shomby) “To hear people talk about ‘content’ makes me feel like the stuffing inside a cushion. It’s a rude word for creative people. You find your audience by being completely authentic. How does it make us feel inside ourselves? That is something we just have to keep on thinking about because it takes you away from this thing of ‘content’. What is the story you want to hear and that you want to tell that will make people feel different, safer, stronger?”
Those amazing words came from award-winning actress Emma Thompson, star of so many great movies including playing Hugh Grant’s sister and the jilted wife in Love Actually. This paraphrased quote came from an interview at a television conference in London a few weeks back. Go back and read that paragraph again and now, think of on-air personalities. Are we using the word “content” as a generic term or as the actual on-air product? That last sentence from Ms. Thompson brings another very important word into the process – story.
When I work with new artists, one of the first things I do to get to know them is to ask the question, “What is your story?” – and I get a very interesting answer because they are TELLING their STORY.
Let’s first look at the definitions of content and a story. Content is defined as information, images, video, etc. that is included as part of something such as a website, etc. A story’s definition – a connected series of events told through words (written or spoken), imagery (still and moving), body language, performance, music, or any other form of communication.
So, which do you think our on-air talent is doing? They should be developed and coached, for the most part, to be storytellers and NOT content deliverers. Content is one of the ingredients, as I see it, of storytelling……. of being a successful on-air talent. Your content can lead to an emotional, entertaining story but it won’t be THE story. The on-air talent makes it a story. My question is – why do we refer to all of it now as content? We, now, even have Program and Content Directors! Once again, go back to Emma Thompson’s quotes and you’ll see how spot-on she is about how the word “content” is perceived. Could this be why there is not an abundance of authentic, talented on-air personalities as there were twenty years ago?
Apparently, we’re developing talent to deliver content and not tell stories so we’re getting more pop culture “pablum” rather than personality authenticity by a long shot. I monitor stations every week and I will hear the same pop culture news across markets over an intro at least twice an hour – that’s delivering content. I will rarely hear a break that causes me to lean in because it’s something presented with the talent’s angle and is downright entertaining. Believe me, they are out there but not as many as there used to be. We need more “storytellers” on the radio for us to have any future relevance.
Finally, I went to my A.I. friend Google Bard and asked about the difference between delivering content and telling a story. This should seal it for you:
- The purpose of delivering content is to inform, educate, or persuade. The purpose of telling a story is to entertain, inspire, or motivate.
- Content is typically structured in a logical, linear way. Stories, on the other hand, often have a more complex structure, with elements such as plot, character, conflict, and resolution.
- Content is typically delivered in a neutral, objective voice. Stories are often told in a more personal, engaging voice.
- Content may or may not evoke emotion in the audience. Stories are specifically designed to evoke emotions, such as laughter, sadness, anger, or joy.
Are our talent content deliverers or storytellers? You tell me!
Based in Nashville, TN, John Shomby is the owner and CEO of Country’s Radio Coach. He is focused on coaching and mentoring artists, radio programmers, and on-air talent to help them grow and develop inside the radio station and the industry. Reach John at [email protected] and 757-323-1460. Read John’s Radio Ink archives here.
John, all it takes to know what’s going on is to hear a song start, talent says the call letters (maybe)-and then a quick “Taylor Swift went to a football game yesterday to see her boyfriend Travis Kelce. The romance continues” to answer your question. I hear that on MANY stations. No connection to the music. No emotion. No enthusiasm. You point out an inherent problem with today’s radio John. Some of our best ratings happened with station events, local promotions, being part of all of the fun, making what we were doing exciting, compelling and big. Because it WAS. Sitting in the middle of Oktoberfest. We would set up our remote unit in the middle of an arts festival-which happened to be going on outside our studios. Listeners loved it. Jack McCoy’s “The Last Contest” was more than content. Watch an NFL team celebrate when the rookie wide receiver scores a touchdown. Players line up when there’s a home run. The crowd goes wild! Time to get the radio listener wild. Time to create fun things happening on the air. Time to get the listener wrapped up into it. Some of our best PD’s are Promotion Geniuses who let these things happen on a daily basis. Keep the challenge going, John. Someone may listen.