Content Is Not King

Content is not king. It’s just the vehicle to deepen relationships. Building fans is king. Let’s dive into this week’s Beyond The 615 Column, article # 202: Content Isn’t King.

In 2021, I made a listener growth pyramid for radio stations and radio shows.

Connections lead to conversations. Conversations lead to habits. Habits lead to fans. Fans lead to support. 

In real-world terms, connections are just acquaintances. People in your phone contacts or who you’ve connected with on social media who would never pick up the phone and call you in a time of need.

In radio, connections equal CUME. So, engaging conversations on your radio show will increase tune-in occasions (forming habits) and time spent listening (building fans who are willing to support you).

HERE’S THE TAKEAWAY

Marketing and product improvement (perceptual studies and ongoing music research) are factors in exposing your radio station or radio show to more people (building CUME). Those may be out of your control.

Here’s what you can control. Great content, relevant to today, is the vehicle that drives deeper relationships over time. Your authenticity, wit, heart, self-deprecation, and self-evaluation will turn casual listeners into fans over time.

Finding new connections is necessary. Converting them into fans is vital. 


In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,700 coaching sessions with radio shows. At the time of this article, he serves 33 shows at 13 radio stations. Todd has also written 200+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.