How viewer insight shaped an audience-led video series to drive website traffic
This case study explores how audience insight shaped a web-first video series designed to grow website traffic and support station-wide revenue.
As a digital producer, I conceptualized, produced, wrote, and published a digitally exclusive web series from start to finish, overseeing editorial direction, video production, distribution strategy, and performance evaluation.
My Role:
Qualitative Analysis
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Audience Insight Synthesis
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Editorial Structure
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Start-to-Finish Production Strategy
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Research-led Content Advisory
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Qualitative Analysis • Audience Insight Synthesis • Editorial Structure • Start-to-Finish Production Strategy • Research-led Content Advisory •
The Core Question
How can a digitally exclusive editorial series be designed to align with audience motivation while driving web traffic and creating monetization opportunities?
Why This Work Mattered
Traditional broadcast content alone was not sufficient to capture evolving digital audience behavior. Creating original, web-only content allowed the station to meet audiences where they were already engaging while building new value for sales teams through sponsorship and ad placement opportunities.
The Outcome
The digitally exclusive web series contributed to a 40% increase in overall web traffic while establishing a repeatable editorial format that sales teams could package and sell to advertisers. Beyond traffic growth, the series demonstrated how audience centered digital storytelling could simultaneously support engagement, brand differentiation, and revenue opportunities.
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I identified audience interests and community relevance to determine storytelling formats that resonated digitally, then shaped episode structure and pacing using clear framing and performance feedback.
I owned end-to-end production strategy by sourcing featured participants through community networking as well as taught myself DSLR filming and Adobe Premiere editing to produce, publish, and promote each video. I also wrote accompanying articles and created social assets for every release as part of promoting these stories.
The Approach.
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Patterns emerged that shaped both editorial and commercial success.
Audience relevance drives return visits
Content grounded in local impact and human interest encouraged repeat engagement.Narrative consistency builds recognition
A recurring structure helped audiences quickly understand and anticipate the series.Digital first formats invite sponsorship
Clear series identity made it easier for sales teams to position the content to advertisers.Start-to-finish ownership improves cohesion
Producing the series end to end ensured alignment across storytelling, production, and distribution.
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Develop digitally exclusive editorial series grounded in qualitative audience insight that support both engagement and monetization goals.
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The project included concept development, scripting, video production, writing, editing, web publishing, and social distribution for a recurring digital video series hosted on the station’s website.
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Produced and published over multiple episodes across an ongoing editorial cycle.
Reflections
This work reinforced the value of treating digital content as its own ecosystem rather than an extension of broadcast. By grounding creative decisions in audience motivation and narrative clarity, the series succeeded in building both editorial impact and commercial value.