Beyond the Script: Treating Earnings Calls as Premium Content
In this piece: Rethink the earnings call. It’s not just a disclosure—it’s a content opportunity. Here's how companies can turn a routine report into something investors actually want to engage with.
Earnings calls are the rare moments when a public company commands an attentive audience of investors, analysts, and stakeholders. Yet, instead of seizing this opportunity to create compelling content, too many companies rely on scripted, overly cautious presentations that barely resonate. These calls can feel like a necessary obligation rather than a powerful platform.
In an era where podcasts are the fastest-growing medium for engaging, unfiltered conversations, companies have no excuse for treating earnings calls as dry compliance exercises. The real potential of these calls lies in their ability to evolve into dynamic, multimedia events—ones that don’t just inform but also connect and inspire.
When Earnings Calls Feel More Like Performances
The traditional earnings call is tightly controlled: scripted executive remarks, a slide deck of financials, and a Q&A session that often feels rehearsed. This format might ensure accuracy, but it sacrifices authenticity and relatability.
Executives focus on sticking to the script. Analysts ask predictable, surface-level questions—ones that are just hard enough to give the appearance of diligence, but not so probing as to risk alienating the company’s executives. After all, pushing too hard could mean being overlooked for questions in future calls, not just with this company but potentially with others they follow as well. It’s a delicate balance, but one that rarely serves the audience’s desire for meaningful insights.
And then there’s the medium itself. Audio-only calls, while functional, fail to leverage today’s powerful multimedia tools. Some companies attempt a hybrid approach, pairing audio with PowerPoint slides. But let’s be honest: has anyone ever seen a PowerPoint presentation they actually liked? These slides are often overstuffed with text and charts, offering little in the way of clarity or visual storytelling. It’s a formula that feels more like an obligation than an effort to engage.
Podcasting and Multimedia: A Model for the Future
Podcasts have emerged as the dominant format for meaningful, unfiltered discussions. Their success lies in their relatability and depth—qualities sorely lacking in the typical earnings call. Corporate communication teams can take a lesson here: investors crave real conversations, not just carefully curated scripts.
Imagine an earnings call that plays like a high-quality podcast episode. It could feature key executives discussing not only the numbers but also the strategic vision behind them. Honest discussions, natural banter, and audience engagement wouldn’t detract from professionalism—they would enhance it. This approach transforms the call into an experience stakeholders look forward to, not just an event they have to endure.
Balancing Creativity with Control
Concerns about compliance and risk are valid. Precision and professionalism are essential in earnings calls. But these priorities don’t have to come at the expense of creativity and engagement.
A hybrid approach offers a solution:
Polished Core Updates: Use pre-recorded videos or presentations for the financials, ensuring accuracy and clarity.
Interactive Discussions: Follow with live, podcast-style conversations between executives and analysts, where unscripted dialogue provides valuable context.
Community Engagement: Offer moderated live commenting sessions and open feedback loops, turning passive listeners into active participants.
Companies can embrace this modern approach with the right structure without losing control over the message.
Building the Content Ecosystem
Earnings calls shouldn’t exist in isolation. Instead, they should be the centerpiece of a broader content strategy designed to keep audiences engaged long after the event ends.
Repurpose the Call: Turn the discussion into a podcast episode, complete with timestamps and highlights for easy navigation.
Create Visual Summaries: Produce infographics, video clips, and animated highlights to share key takeaways across platforms.
Tailor Content for Retail Investors: Break down the complex numbers into accessible, conversational content that retail investors can connect with and share.
Expand the Format: Think beyond the quarter. Host follow-up discussions, executive interviews, or thematic episodes that explore business strategies and market trends.
The most innovative companies will treat every earnings call as part of an ongoing dialogue—one that engages their audience on multiple levels and across multiple formats.
Redefining Earnings Calls as Premium Content
The era of reciting scripts and hoping no one is listening needs to end. Earnings calls should be seen for what they truly are: a chance to create premium, original content that serves stakeholders and elevates a company’s brand.
The best companies won’t just report results—they’ll create conversations, build trust, and lead with transparency. By approaching earnings calls with the mindset of a content creator, businesses can break free from the confines of tradition and craft something memorable.
This isn’t about taking risks—it’s about meeting the moment. Investors, analysts, and retail stakeholders are ready for a richer, more engaging experience. The only question left is whether companies will step up to the mic.
