CONTENT STRATEGY &
AUDIENCE PACKAGING
FOR NBC.COM

CONTENT STRATEGY &
AUDIENCE PACKAGING
FOR NBC.COM

Turning large video libraries into fan-focused playlists that drive discovery and engagement

Project Overview

Objective: Transform over 5,000 underperforming clips from NBC’s hit shows This Is Us, The Office and Saturday Night Live into monetized content.

Challenge: Thousands of video clips were disorganized and/or lacked compelling titles and descriptions. They needed strategic finesse to get them organized, optimized and visible.

My Approach: I used my creative, strategic and collaborative skills to organize and package this content in a way that would resonate with fans.

Outcome & Impact: Testing revealed that curated playlist hubs on NBC.com converted page visits into monetized video plays at more than double the rate of pages without curated content.

SAMPLES

Selected work in content strategy and audience packaging from NBC playlist project

Playlist Themes

I analyzed hundreds of short-form clips from The Office and developed 30+ themed playlists designed to appeal to fan interests and viewing behavior. Example themes included:

Michael Scott’s Cringiest Moments

A curated collection highlighting Michael Scott’s most hilariously awkward moments.

Example clips included:
•Michael Grills His Foot
•Michael Forces Kevin to Eat Broccoli
•Michael Turns Into Prison Mike
•Scott’s Tots
•Michael Spanks His Nephew

The Scranton Team’s Worst Ideas Ever

A playlist highlighting the staff’s most misguided decisions and workplace antics.

Example clips included:
•Michael Puts His Face in Wet Concrete
•Meredith Shaves Her Head
•Who Would You Do?
•Dwight Throws a Watermelon Off the Roof
•Dwight Moves Tranquilized Stanley

The Women of Dunder Mifflin

A collection highlighting the best moment from The Office’s iconic leading ladies.

Example clips included:
•Pam and Angela: Our Favorite Frenemies
•Angela Hires a Hitman
•Pam’s Wheel of Chores
•Kelly Comes After Toby
•Meredith Shaves Her Head

Content Planning

To analyze, organize and optimize hundreds of short-form clips from The Office, I developed a collaborative Airtable workflow, where each playlist was mapped and reviewed for quality assurance before being published to NBC.com.

MY CONTENT PLANNING AND PUBLISHING WORKFLOW

Video Titles & Descriptions

I optimized the clips by writing descriptive, SEO-friendly titles, descriptions and keywords.

Michael Grills His Foot | The Office | NBC
After Michael (Steve Carell) burns his foot on his Foreman grill, he comes to the office and gets upset when no one takes his injury seriously. (“The Injury,” Season 2, Episode 12)

Michael Forces Kevin to Eat Broccoli | The Office | NBC
When Pam (Jenna Fischer) makes a New Year’s resolution board for the office, Michael (Steve Carell) lashes out at the staff for giving up on their goals and forces Kevin (Brian Baumgartner) to eat broccoli. (“Ultimatum,” Season 7, Episode 13)

Michael Turns into Prison Mike | The Office | NBC
Michael (Steve Carell) takes on the persona of Prison Mike to scare everyone straight and prove that the Scranton branch of Dunder Mifflin is better than prison. (“The Convict,” Season 3, Episode 9)

Playlist Hub Page Copy

Once the clips were curated and optimized, I wrote content for the playlist hub page on NBC.com with discoverability and SEO in mind.

The Office Playlists Hub on NBC.com

About Copy
Relive all the best moments from “The Office” with themed playlists that highlight the funniest, most outrageous moments from one of the most beloved workplace comedies of all time. From Michael Scott’s biggest blunders, to Jim Halpert’s priceless pranks, to Dunder Mifflin’s most memorable love stories and beyond, the clips in these collections will give you all the feels as you rewatch your favorite paper-company employees bumble their way through the workday.

Dynamic Lead
The Dunder Mifflin crew has made you laugh for years. Now, find all their best moments in one place!

Meta Title & Description (SEO)
The Office Playlists – Watch video on NBC.com and the NBC App. A collection of all the best moments from The Office, featuring Michael, Jim, Pam, Dwight and more.

Other Playlist Projects for NBC

I also developed curated playlist hubs for Saturday Night Live and This Is Us.

Impact

Curated playlist hubs drove engagement and revenue.

Performance Metrics for This Is Us: The Final Chapter curated playlist hub on NBC.com


When compared to a page without curated content, theThis Is Us: The Final Chapter hub more than doubled the conversion rate from page load to FEP video plays.

When analyzing all video, not just FEPs, the conversation rate for theThis Is Us: The Final Chapter hub was over 40%.

Do you have a library of under-performing content that needs strategic finesse?

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