Hungry for content, starving for stories

Grey's Anatomy

One of Shonda Rhimes’ biggest hits, “Grey’s Anatomy”

Two of the hottest names in television have signed deals with Netflix to produce new series there. Shonda Rhimes jumped in August after making $150 million over 15 years at ABC. Ryan Murphy will earn $250 million to $300 million when he heads to Netflix in July.

I know a lot of subscribers who are constantly looking for new shows to watch/binge.

Podcasting has grown in popularity and profits. From 2015 to 2016, ad revenue jumped 73 percent, and from 2016 to 2017, 85 percent to more than $220 million.

That helps me out, too — I know many people looking for new podcasts to enjoy while working, driving or exercising.

Even though we have more video and audio content than ever, we’re still looking for the next great story to enjoy and share with friends and family. It all speaks to a primal need for stories.

It is incumbent that marketers go beyond campaigns to create engaging stories for their audiences. Stories are vital, stories are compelling, stories are revelatory.

We must work on video, audio and more formats that go beyond static text and images. We must prepare, as always, to meet the fans wherever they are.

Clearly we have the attention span required for countless episodes of our favorite podcasts and shows. But it’s up to us to move past our role as marketer and embrace that role as storyteller.

The People v. O.J. Simpson: American Crime Story

“The People v. O.J. Simpson: American Crime Story,” from Ryan Murphy

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About Wade Kwon

Wade Kwon is conference director for Y'all Connect. See his full bio.

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