Bell Media: Digital and Content Strategy

Period: September 2024 – April 2025 Platforms: Facebook, Instagram, Messenger Role: Content Producer & Social/Digital | Bell Media Focus Areas: Engagement, automation, digital video, editorial storytelling, and traffic growth

Brought on as Content Producer and Social & Digital for Bell Media, I was tasked with pitching and producing exceptionally compelling social, editorial, and digital video content for The Good Stuff with Mary Berg, CTV Recipes, and select CTV & Crave platforms.

The goal was clear: craft high-performing content that drives engagement, grows communities, and boosts traffic to key web properties — especially www.ctvnews.ca/shopping/kitchen-recipes.html. The strategy was designed to align broadcast momentum with platform-native content across Facebook, Instagram, and Messenger — blending editorial insight, creative production, and automation to turn daily episodes into multi-platform digital experiences.

Posted 20–25 times per week on Instagram; slightly fewer on Facebook

Daily rollout of videos, Reels, carousels, image posts, and Stories

Elevated emotional storytelling, celebrity-driven moments, and viewer Q&A to drive shares and comments

Reels & Short Clips: Key drivers of reach and virality

Carousels: High-performing for recipes and fashion tips

Images: Used for consistency and announcements, supported with engagement prompts

Stories: Daily use of polls, quizzes, and BTS content to keep audiences connected in real-time

Posts strategically timed around show airtime (10 AM ET) and lunch breaks (12–2 PM)

Engaged audiences at key daily moments while riding the momentum of on-air features

Leveraged themes (e.g. “Sandwich Week”) and recurring formats for audience familiarity

Deployed automated keyword chatbot across Facebook, Instagram, and Messenger

“RECIPE” keyword triggered instant DMs with direct links to requested recipes

Expanded to handle common queries like studio tickets and FAQs

“Comment ‘RECIPE’” CTA turned static posts into viral engagement moments

Facebook Q&A prompts and Instagram polls encouraged direct viewer participation

Feel-good and holiday content positioned the brand as uplifting, inclusive, and community-focused

Grew loyal “Top Fan” base and fostered a vibrant comment culture

Personalized audience replies and Messenger automation improved satisfaction and retention

Viewers began actively tagging friends, sharing content, and interacting without needing manual direction

Facebook: +27% (26K → 33K)

Instagram: +20% (≈47K → 57K)

Hit major milestones by end of 2024: 50K+ on IG, 30K on FB

Instagram: 2–3% (above benchmark for media/entertainment: ~2.0%)

Facebook: 1–1.5% (aligned with platform averages)

Recipe CTA posts drove 5–10× the usual comment volume

Myles Sexton Clip (Feb 2025): 1M views, 30K reactions, 5.7K shares

International Women’s Day (Mar 8): Timely, inclusive, and high engagement

Holiday Reitmans Collab: Over 1K likes; strong lifestyle crossover

Fan Q&A (Nov 2024): Hundreds of audience-submitted questions

Heartwarming Story Segment (Feb 2025): Shared widely; peak relatability content

Recipe CTA boosted post comment counts from 10s to 100s

Higher comment volume improved algorithmic reach

Stories with “reply RECIPE” CTA drove interaction in DMs at scale

Estimated 20–30% increase in referral traffic to www.ctvnews.ca/shopping/kitchen-recipes.html

ManyChat DMs had 80–90% open rate and 30–50% CTR

Consistent traffic flow of highly motivated, high-quality users to the CTV site

Fans received recipes instantly via DM — reducing friction and boosting satisfaction

Cleaner comment threads, less repetition, more genuine conversation

Chatbot created personalized 1:1 interaction that scaled without overwhelming the team

~40% of incoming queries now automated

Reduced manual workload and improved response time from hours to seconds

Consistent, error-free information delivery built audience trust

Follower count growth on both platforms, crossing key milestones

Posts using chatbot CTAs had 5–10× comment growth and higher reach

Website click-through and session depth improved significantly

Comment quality and overall audience sentiment improved

Showcased ability to scale daily high-frequency content without engagement fatigue

Established an evergreen automation loop that converts interest into action

This six-month case study illustrates the power of marrying smart automation with editorial storytelling and platform-native creative. Through my role as Content Producer & Social/Digital, we transformed The Good Stuff with Mary Berg’s social presence from a broadcast extension into a living, breathing digital community. Whether it was driving thousands to the CTV recipe site, producing viral content moments, or helping a fan get a recipe in seconds, every touchpoint was intentional — and the data showed it worked.