Content Roadmapping
To execute on this mission, we kept a constant pulse on our workout engagement metrics, coach affinity assessment, specific experience launch metrics, and our consumer & market research initiatives - to ensure we were laser focused on building the right content, at the right time.
Mission
Deliver a world-class in-home workout experience, through intelligent and elegantly crafted workout features, powered by premium content, and programed by master trainers, design to deliver tangible performance training results.
Understanding our coaches performance metrics, was a critical component of delivering a great content strategy. Using key metrics like user level, goal, and gender, combined with coach star rating, workout completion percentage, and overall total workout volume, we were able to fine tune who delivered what content, and to what audience it was specifically curated for. This allowed us to create audience-specific content and track exactly how those unites preformed for that population.
Eventually we were able to arrive at a coach-specific ROI for content creation - a critical number to achieve, for content and coach evaluation, and long-term strategy.
To increase member retention we focused on bundling the majority of our workout content into a program structure. Over 90% of the membership basis reported that they preferred being in a program, sighting “not having to think about what the next workout is” as the most salient factor for to this affinity. That combined with the data that showed that members engaged in programs had the highest day 5 retention rates, made programs our most valuable format. We packaged 90% of our livestream & pre-recorded content into a program, offering both single-coach and multi-coach led programs.
Our content matrix consisted of 4x main program formats - with the majority of content being produced via the livestream platform, which was then pushed directly to video on demand and made evergreen.
Linear Programs (pre-recorded content)
Live Programs (both live and encore content)
Programs + (customizable program content)
PT (non-customizable program content)
With the launch of our 4th program type, Programs +, we saw a short-lived cannibalization from our other program formats, this was an expected outcome and quickly normalized
Creating the quarterly content roadmap was a constant work in progress - we strove to aggregating all content engagement metrics, account for future initiatives resourcing, create a deep understanding and collaborative relationship with both the production and technical teams, keep a pulse on current market trends, partner with our marketing teams on launch messaging and timing, and have a keen understanding for the business needs and resourcing contraints.
Each component adding to the cumulative snapshot of content to be produced in each quarter.
Contribution
Own the execution and delivery of the quarterly content roadmap
Collaborate with teammates to aggregate all experience data
Lead all internal communications for quarterly content unit production projections
Collaborate on content ROI optimization and reporting