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What Makes Content Compelling?

By David Kidd, BPR

As programmers, you all know the importance of ensuring that the content that your stations produce is “compelling”. Of course, you also know that many stations fall way short of mark. Of course your stations don’t….. right?!

So what does compelling actually mean? Let’s start with the dictionary definition. Something is “compelling” when it “makes you pay attention because it is so interesting and exciting.”

Compelling content is not just entertaining…..compelling content makes you think…it makes you feel…..it makes you tell your friends…it makes you keep listening in case you miss any more compelling content. Compelling content captures and maintains the attention of the audience.

There are a number of key elements that contribute to making content compelling:

Originality: Compelling content stands out from the crowd by offering a unique perspective or approach. It provides fresh insights or explores unconventional ideas, but it always offers something new and valuable. Of course, it can also be “saying what the audience is thinking but no one else is game enough to say it”!

Emotional appeal: Compelling content elicits an emotional response from the audience. It may be humorous, heart-warming or inspirational, but it always connects with listeners on a deeper level.

Relevance: Compelling content is relevant to the audience for which it is intended. It addresses their interests, needs and emotional trigger points. What may be compelling for the #1 Talk station in town is probably very different from what would be compelling for listeners of the #1 CHR station.

Clarity: Compelling content is clear and easy to understand. It uses simple language and avoids technical jargon or complicated explanations that might confuse or alienate listeners. From a Talk radio perspective, compelling content makes complicated issues easier to understand….at least from the host’s perspective.

Presentation: Content that is compelling involves great story telling techniques. Two radio shows could present exactly the same storyline but with great story telling skills one will always be better than the other. Work on the story…. the outline of events….. and then work out how to present it in an entertaining and compelling way so that the audience feels emotionally connected.