Owned growth experiment
Testing multichannel content growth and retention
Ran an owned content and distribution experiment that moved from format testing to intensified publishing, then a pause and restart to examine audience persistence.
Role
Content strategy, production and distribution; individual execution roles are unspecified
Challenge
The experiment tested repeatable media production and distribution under constrained paid-acquisition spending, operator capacity and production time.
Approach
- Started with new accounts and primarily business-oriented content
- Tested content formats and distribution channels before increasing activity in the chosen workflow
- Used design, publishing, transcription, recording, storage and analytics tools to support multimedia production
- Paused publishing and later resumed with additional content to observe persistence and renewed activity
- Kept the source’s monthly-reset audience measure separate from cumulative subscriber acquisition
Deliverables
- Original multimedia content
- A multichannel distribution and production workflow
- A written experiment report describing audience behavior and measurement limits