Podcast Discovery and Standardization
Following podcast growth trends and internal development efforts, our product team partnered with the Audio Development and Audience Development teams to establish a suite of features, functionality, and best practices to bring this major off-platform touch point for brands, into the Condé Nast ecosystem.
Key to this work was establishing a global content type for podcasts, bringing automation and consistency to directory pages, creating dedicated podcast detail pages with O&O recirculation opportunities, and improving overall user journeys. Along with unifying the Condé Nast podcast experience globally, as brands rolled out these new capabilities they saw an average increase of 2-3x in UVs, as well as an increase in time spent.
Podcasts are an increasingly important channel for Condé Nast brands to connect with their audiences. Following growth trends, our team set out to explore ways to bring consistency to this key content type across brand sites, and elevate the overall discoverability of each brand’s podcast offerings.
After a thorough audit and several hands-on workshops, our multifunctional team established a global strategic framework for organizing the podcast content type and its attributes, plus supplementry components to be used by all brands.
We made critical UX updates to improve overall user journeys by establishing an all-podcasts listing page and elevating this page to navigation menus. This allowed us to unify the URL structures for the individual podcast detail pages for SEO and deep-linking improvement, as well as provide one central and consistent place for users to find all of a brand's podcast offerings.
We streamlined the podcast detail pages as well, which are auto populated by the podcast content type as well as editorially controlled content tags.
Along with info about the podcast, these pages also surface O&O recirculation links—like related articles—which lead to increased time spent, plus new ad and sponsor opportunities.
We also implemented Chartable's SmartLinks in our CTAs, which provide trackable URLs that automatically route listeners to the podcast in the app or player native to their device, as well as provide detailed analytics on both clicks and downloads.
With an eye towards global consistency, along with our product documentation we also produced step-by-step guides for editors to eliminate confusion, keep teams aligned, and accelerate the adoption of these new capabilities.
Being able to bring this major off-platform touch point into the Condé Nast product ecosystem was a win—not just for improving metrics and revenue opportunities—but also for improving how we track and monitor user engagement with podcasts as a whole, unlocking a lot of potential for the future growth and expansion of these capabilities.
© 2024 Kristina Pedicone