30% Podcast Growth and 2 Signal Awards: Rebuilding a Media Brand on Customer Research

The challenge

MediaxWomen, a digital media company, was struggling with low new memberships and low podcast viewership. The content strategy was scattered, with no clear picture of what the audience wanted.

What I did

• Started with the audience. I launched the first Voice of Customer program, with 50+ member interviews in six months, ICP research and Market Research. I also audited every marketing asset and used Marketing Analytics on social content to see what performed.

• Rebuilt Messaging & Positioning. Interview insights showed what was most valuable to members, and I rebuilt the brand story around it.

• Turned messaging into content. A new Content Strategy for social media and the website followed the messaging. I lined up podcast guests who matched what members said they wanted, driving stronger User Engagement.

• Opened a new touchpoint. I conceived and launched WorkxPlay, the company blog, as a new home for the brand story.

• Put the podcast on a bigger stage. Using Creative Storytelling and Strategic Communications, I wrote and submitted the podcast entry to the Signal Awards.

The results

• 30% growth in podcast listenership within six months

• 2 Signal Awards: Gold for Listener's Choice and Bronze in Education

• 50% organic growth in membership within one year

• 15% more website traffic within two months of the blog launch