Shaping Content Strategy for On the Media
Shaping Content Strategy for On the Media
Enhancing OTM’s Discoverability and Entry Points
Long Story Short
OTM’s absence of a cross-platform strategy limits its discoverability among new and younger audiences. Its long-form content also lacks clear entry points to help them get started.
Duration
12 weeks
Team
Lanting Ko
Client
On the Media
Service
Content Strategy
Product Design
Tools
Figma
Long Story Short
OTM’s absence of a cross-platform strategy limits its discoverability among new and younger audiences. Its long-form content also lacks clear entry points to help them get started.
Duration
12 weeks
Team
Lanting Ko
Client
On the Media
Service
Content Strategy
Product Design
Tools
Figma
Role
Role
My Role
My Role
Lan-Ting
Lan-Ting
In this project, I was responsible for analyzing how “On the Media” appears across platforms and designing strategies to improve discoverability and audience entry points.
In this project, I was responsible for analyzing how “On the Media” appears across platforms and designing strategies to improve discoverability and audience entry points.
Background
What is On the Media?
What is On the Media?
NPR provides a national broadcast network for public radio shows across the U.S. WNYC is one of its member stations and produces a range of original programs through WNYC Studios. On the Media is one of these programs. The show provides weekly investigation into how the media shapes our worldview.
NPR provides a national broadcast network for public radio shows across the U.S. WNYC is one of its member stations and produces a range of original programs through WNYC Studios. On the Media is one of these programs. The show provides weekly investigation into how the media shapes our worldview.
“… the show does not do ‘hot takes’ … It helps listeners understand where they should be paying attention(and what they can afford to ignore) …” (On the Media Website)
“… the show does not do ‘hot takes’ … It helps listeners understand where they should be paying attention(and what they can afford to ignore) …” (On the Media Website)
Problem
challenge they face
challenge they face
Process
Process
To understand why OTM struggles to attract new and Younger listeners, I examined the content from four angles
To understand why OTM struggles to attract new and Younger listeners, I examined the content from four angles
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Where is OTM currently showing up?
Where is OTM currently showing up?
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
#Competitor Analysis
#Competitor Analysis
#Content Audit
#Content Audit
What content is OTM offering?
What content is OTM offering?
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
#Brand Tone
#Brand Tone
#Editorial Strategy
#Editorial Strategy
#Content Class
#Content Class
#Content Channel
#Content Channel
#Content Production
#Content Production
How is that content organized?
How is that content organized?
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
#Meta-data Model
#Meta-data Model
#Content Model
#Content Model
How do users experience it?
How do users experience it?
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
Mapped OTM across NPR.org, WNYC, podcast/broadcast platforms, YouTube, and comparable media-analysis shows to understand the ecosystem.
#Content Usability Testing
#Content Usability Testing
#Mobile Content
#Mobile Content
Assessment
Assessment
#Voice-based Content Assessment
#Voice-based Content Assessment
#Persona & User Journey
#Persona & User Journey
Finding
What did I find?
What did I find?
Finding #1 Lack of platform-native adaptation limits engagement
Finding #1 Lack of platform-native adaptation limits engagement
OTM distributes identical long-form audio across YouTube, NPR.org, the WNYC app, and podcast platforms. Without visual formats or platform-specific cuts, the content does not meet user expectations—especially on visually-oriented platforms—reducing the likelihood of discovery and engagement.
OTM distributes identical long-form audio across YouTube, NPR.org, the WNYC app, and podcast platforms. Without visual formats or platform-specific cuts, the content does not meet user expectations—especially on visually-oriented platforms—reducing the likelihood of discovery and engagement.
Finding #2 People can’t easily find OTM episodes on the topics they care about
Finding #2 People can’t easily find OTM episodes on the topics they care about
Many listeners are topic-driven, but the WNYC app lacks keyword-based searching, tagging, and metadata models that help listeners find relevant episodes. This creates a discoverability gap for new audiences unfamiliar with OTM’s catalog.
Many listeners are topic-driven, but the WNYC app lacks keyword-based searching, tagging, and metadata models that help listeners find relevant episodes. This creates a discoverability gap for new audiences unfamiliar with OTM’s catalog.
Finding #3 No short-form “entry points” for deep content
Finding #3 No short-form “entry points” for deep content
OTM’s 10–50 minute format works well for existing fans but creates a high barrier to entry for new or casual audiences. Without short, introductory formats, users have no low-investment way to sample OTM’s voice or understand its unique value.
OTM’s 10–50 minute format works well for existing fans but creates a high barrier to entry for new or casual audiences. Without short, introductory formats, users have no low-investment way to sample OTM’s voice or understand its unique value.
Strategy
The content that “On the Media” produces helps the entity accomplish greater discoverability and higher audience entry by adding keywords or tags to optimize search results, and by providing platform-appropriate and bite-sized content that makes new and young audiences feel invited or curious so that they can quickly understand what OTM stands for or easily find stories that matter to them.
The content that “On the Media” produces helps the entity accomplish greater discoverability and higher audience entry by adding keywords or tags to optimize search results, and by providing platform-appropriate and bite-sized content that makes new and young audiences feel invited or curious so that they can quickly understand what OTM stands for or easily find stories that matter to them.
Recommendation
Based on this, I recommend...
Based on this, I recommend...
Recommendation#1 Adapt content formats for different platforms
Recommendation#1 Adapt content formats for different platforms
OTM distributes identical long-form audio across YouTube, NPR.org, the WNYC app, and podcast platforms. Without visual formats or platform-specific cuts, the content does not meet user expectations—especially on visually-oriented platforms—reducing the likelihood of discovery and engagement.
OTM distributes identical long-form audio across YouTube, NPR.org, the WNYC app, and podcast platforms. Without visual formats or platform-specific cuts, the content does not meet user expectations—especially on visually-oriented platforms—reducing the likelihood of discovery and engagement.
“Since the podcast is available on both YouTube and other streaming platforms, I think it would be better if they added video content to the YouTube version.” - Participant 11
“Since the podcast is available on both YouTube and other streaming platforms, I think it would be better if they added video content to the YouTube version.” - Participant 11
Recommendation#2 Add keywords/tags to optimize the search results
Recommendation#2 Add keywords/tags to optimize the search results
# Technology
# Technology
# Political
# Political
# Social Media
# Social Media
# Technology
# Technology
# Political
# Political
# Social Media
# Social Media
Recommendation#3 Create one-bite entry points for OTM’s deep content
Recommendation#3 Create one-bite entry points for OTM’s deep content
Providing short, one-bite entry points would help new audiences quickly understand OTM’s mission, goals, and editorial style before committing to a full episode.
Providing short, one-bite entry points would help new audiences quickly understand OTM’s mission, goals, and editorial style before committing to a full episode.
Next
What’s next?
What’s next?
LV. 1 → 2
LV. 1 → 2
Conduct a diary study
Conduct a diary study
To understand how young audiences naturally encounter, choose, and engage with content across their daily routines, and identify what types of content formats resonate most.
To understand how young audiences naturally encounter, choose, and engage with content across their daily routines, and identify what types of content formats resonate most.