Duncan Campbell: Why the role of Content Director is misunderstood

It’s no secret that radio is facing challenging times. But Duncan Campbell is adamant that evolving and adapting is the way forward, not sitting back and criticising.

ARN’s former Chief Content Officer has shared his own perspective on radio, digital audio – and media in general – via a Substack piece, in which he borrows a rather telling quote from Steve Jobs:

“I found that the best people, you know, are the ones that really understand the content, and they’re a pain in the butt to manage.”

“But you put up with it because they’re so great at the content, and that’s what wins. It’s not process. It’s content”

In June this year – after fifteen years and 115 metro radio surveys – Campbell officially finished up as CCO at ARN, transitioning to a consulting and advisory role.

And Campbell departed still confident that KIIS duo Kyle & Jackie O – who are on a much-publicised, ten year, $200 million contract – can turn their fortunes around in Melbourne, despite their disastrous entry into the market.

Campbell says at times, the CD’s role is misunderstood – even under-appreciated – by some who may not fully grasp the nuances of radio content and the pivotal role the CD plays in the success of any radio brand.

The role of the CD, he says, is much more than merely an administrative one:

“Imagine making a movie without a director or an orchestra playing without a conductor. The Content Director brings all the elements together from a content perspective, the Content Director keeps the brand on strategy, has a vision for brand and ensures that this vision is consistently delivered and the product is positioned correctly to keep listeners engaged.”

In Campbell’s view, part of the skill required of a CD is innate; it cannot be entirely learned. They must be a leader, strategist, psychologist, statistician, marketer, Music Director, creative, coach and teacher – all rolled into one.

As Campbell points out, the rise of digital audio is transforming the way content is consumed

“Content Directors must now possess an understanding of digital platforms, streaming services and podcasts making the role of the Content Director more critical than ever.”

That means creating content that is engaging not only on the traditional platforms, but in the digital space.

Campbell is concerned that the people with the skills needed for this role are not being nurtured like they once were.

“Thirty years ago, the talent pool for both on-air and off-air roles, particularly Content Directors, was deep, while today, that pool is a shallow shadow of its former self.”

“This is not to say there are no great Content Directors today, there are, but to steal and adapt a quote from the Netflix series House of Cards, ‘Great radio talent is such an exotic bird in these woods that I appreciate it more whenever I see it.’”

According to Campbell, that shallow talent pool – and the lack of importance placed on the CD role – is one of the biggest threats to our radio industry today.

 “While I still have great confidence that radio will continue to be relevant it needs to keep evolving and adapting while not forgetting what made it so successful in the past.”

“Looking ahead the industry needs you get serious about DAB, serious about the use of video, serious about digital audio and serious about creating brand verticals off their main FM brands.”