Audit Your Owned Media in 90 Minutes With Just 4 Questions
Most owned media audits are useless. Jason gives you four questions, 90 minutes, and a clear decision: kill, fix, or scale. The Four R Framework for Reach, Resonance, Revenue, and Repeatability.
Most owned media audits are useless. They take weeks and produce reports filled with vanity metrics. Jason gives you four questions, 90 minutes, and a clear decision: kill, fix, or scale.
Jason’s Four R Framework covers Reach, Resonance, Revenue, and Repeatability. Reach is the least important — it can be bought. Resonance is where it gets interesting: 100 views at 85% consumption beats 10,000 views at 20% every time. For video, 50% consumption is good and 70% is excellent. For podcasts, 50% is good and 75% is excellent.
Revenue asks whether your strategy is generating commercial results. The benchmark: 30 to 50% of closed deals should have at least one content touch, and content-influenced deals should close 20 to 30% faster. If attribution is weak, you have an activation problem, not a content problem.
Repeatability determines if your strategy works long term. You should produce content four to six weeks in advance without overtime. If you’re in hero mode with one person holding everything together, you need systems, not heroics.
The decision tree is simple: high reach but low resonance — fix the content. Low reach but high resonance — scale distribution. Low everything — kill it. High everything but low repeatability — fix operations first.
Key Takeaways
- Why reach matters least and can be bought — the real question is what happens when you turn off ads.
- How to use Resonance benchmarks — 50% consumption is good, 70–75%+ is excellent across both video and podcast formats.
- Why 100 views at 85% consumption beats 10,000 at 20% — engaged listeners buy, passive ones don’t.
- How to measure Revenue impact — content should touch 30–50% of closed deals and accelerate cycles by 20–30%.
- Why weak attribution signals an activation problem, not a content problem — marketing creates the show, sales doesn’t know it exists.
- The kill/fix/scale decision tree — four clear outcomes based on your Four R scores.
Chapter Markers
- 00:00 Why most owned media audits are useless
- 01:00 The Four R Framework and why reach matters least
- 02:00 Resonance and consumption rate benchmarks
- 03:00 100 views at 85% beats 10,000 at 20%
- 04:00 Revenue attribution and pipeline influence
- 05:00 Direct vs influenced vs self-reported attribution
- 06:00 Repeatability and sustainability benchmarks
- 07:00 Hero mode vs documented processes
- 08:00 The decision tree: kill, fix, or scale
- 10:00 What to do on Monday morning based on your audit
- 12:00 Four questions, 90 minutes, one action
