- 08/28/2018
- Posted by: Mike O'Malley
- Category: advertising, radio programming, storytelling
It’s the episodic content of the grocery world.
You might have seen this floating around Facebook and Twitter earlier his month – the South Korean grocery chain that is selling six packs of bananas. Each banana is in its own stage of ripeness allowing for a fresh piece of fruit each day across the week.
The non-biodegradable packaging aside, the concept is solid: giving the consumer something familiar yet fresh every day.
If you think this sounds like a great strategy for a radio or podcasting you’re right. And it will work whether you’re on the programming or the sales end of things.
Roots
You could make a case that broadcast episodic content has its roots in the radio soap operas of the ‘30’s with ongoing story lines delivered daily at a fixed time.
These soaps (and their TV versions today) typically have particularly long story line arcs – years or more. Characters have long runs and experience relatable (for the most part) situations. There’s an element of suspense, and a fixed time of delivery.
Why Episodic Content Works
When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.
That’s more than just a nice phrase.
Paul J. Zac, founding director of the Center for Neuroeconomics Studies and a professor of economics, psychology, and management at Claremont Graduate University, found that character driven stories are strong vehicles when it comes to producing oxytocin – the neurochemical that enhances empathy and the ability to connect others’ emotions.
“…character-driven stories with emotional content result in a better understanding of the key points a speaker wishes to make and enable better recall of these points weeks later.”
Andrew Gauthier, executive producer at BuzzFeed motion pictures and over-seer of short form and episodic video content for the company noted, “There is a desire among (the audience) to get attached to characters, and to follow them over a certain period of time,” he said. The common thread is content that “they have the response of, ‘That’s so me.’”
Act-on.com says a compelling episodic series has real people, suspense or as of yet un-answered questions, a call to action and/or conversation, an opportunity to interact/share, and a timetable for the episodes that makes sense.
Modicom cites relatability, empathy, and emotional connections as key components.
Meanwhile, Forbes says that episodic communications should include creating mystery, “slow reveals” that build allegiance and engagement, and “consistency” as a means of audience conditioning.
How to Start
Organization is key so begin by creating a road map. Determine the story line and the path to the resolution. Create a delivery timeline. Know when and how new information will be revealed. Decide how each episode will conclude. Mark story elements to embellish for impact.
The creative content team at Ceros recommends creating a rough outline for each piece which will serve as a map for creating future solid episodes.
This is more work than planning a single break one sales one-sheet (you’re planning in multiples), but there’s an efficiency to this too.
Plus, as Ted Karczewski writes in Content Standard, content organized around a theme provide bonus benefits. The “audience grows accustomed to this style…and that expectation sticks out in their memories. The more you produce around a series, the higher returning visitors you’ll see…”
A Banana A Day…
Of course there’s not much suspense, emotion or anticipation in a pack of bananas. But the consumption pattern of “everyday” is on the money.
Humans are wired to connect with stories. And rolling out said stories in bite-sized pieces over time has significant benefits.
Whether your story is about your brand, your medium, yourself, or your audience, try delivering it in episodes: something familiar yet fresh daily.
Your listeners and sales prospects might go bananas.
Photo by Alexandra Arcoverde at Morguefile.com
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