by Tracy Johnson
In Content Kryptonite: What Causes Tune Out, we demonstrate that gaining audience attention is difficult, as listeners actually listen very little. And a major barrier to gaining that attention is when they don’t understand what we’re talking about.
Of course, that’s why each break must be well explained and set up properly.
It’s also why every break absolutely must be self-contained.
That doesn’t mean you can’t stretch a topic across multiple breaks, but multi-break content is difficult to sustain because the audience turns over so frequently. Some physically punch the button and others simply have the radio on in the background.
When extending topics, consider each individual break to be an episode in the series. It must stand on it’s own, but those who hear the rest of the series get added benefits.
An even greater challenge is managing story arcs from day to day. The average P1 tunes in their favorite station just 2.3 days per week. And most aren’t invested enough in the content to follow across multiple days.
It can be done, but there’s an art to doing it properly. When executed well, you create a chain. Each link strong, but the chain itself is strongest because of the individual links working together.