I turn content into a scalable growth engine.

The Challenge

During the 2022 bear market, The Motley Fool's revenue per article fell nearly 20%. That threatened the team's aggressive content targets, so we needed a data-driven way to reverse the trend.

The Solution

The data showed that a small group of stocks, including Nvidia, Palantir, Microsoft, SoFi, Costco, and Alphabet, drove outsized revenue and conversions but weren't being prioritized at scale. I co-led a more strategic, accessible system:

• Analyzed revenue and engagement data by ticker to find which stocks mattered most.
• Built an interactive Airtable base that sorted tickers into four buckets: Increase Volume, Decrease Volume, Maintain Volume, and Not a Priority.
• Ran writer office hours to walk contributors through the tool.
• Added high-performing tickers to the Repeatables program, pairing hot-topic tickers with top-performing headline templates.

Results

• Revenue per article rose 25% within a few months.
• Conversion rates surged, especially in the Repeatables content program.
• Writers became more confident about which companies to prioritize.
• The Hot Tickers Airtable remains one of the most-used internal tools.

The Challenge

Despite producing thousands of high-quality investing articles each month, our Google Discover traffic wasn't growing in step with output. Traditional evergreen headlines underperformed, especially when trending topics or public figures dominated financial news.

The Solution

I developed a content initiative called “Notable Names,” focused on high-search-volume business and investing figures such as Warren Buffett, Bill Gates, and Elon Musk. The strategy centered on:

• Finding and covering recent interviews, stock moves, or quotes from these figures.
• Working their names into headline formulas that already convert well.
• Collaborating across editorial, copyediting, and financial review to scale quickly while keeping quality high.
• Aligning with the broader prospect marketing roadmap to keep tone, brand, and funnel progression consistent.

Results

• One standout article, a headline about Bill Gates and Amazon, drew 130,000+ clicks from Google Discover alone.
• That single article generated nearly $10,000 in revenue.
• Notable Names became a long-term editorial initiative, sustaining Discover growth and informing future editorial roadmap planning.
• The strategy strengthened collaboration between editorial, SEO, and marketing, showing the value of adapting to trends in real time.

The Challenge

At The Motley Fool, “Repeatables” are proven investing article formats that get republished monthly, such as “3 Top Stocks to Buy in [Month]” or “Where Will Nvidia Be in 5 Years?” They're reliable, high-return pieces meant to drive traffic and subscriptions at scale.

Claiming them was the problem. Writers rushed into a shared Google Sheet to claim headlines, often got locked out, or overwrote each other's entries. This caused confusion, missed opportunities, and declining volume and profitability.

The Solution

I worked with a team of content strategists to overhaul the process:

• Designed a Jira workflow in which writers claim articles by joining cards on a Kanban board organized by financial sector.
• Built an Airtable dashboard that sent headline data into Jira in real time, improving coordination between strategists and writers.
• Piloted the workflow with internal stakeholders and a small group of writers before rolling it out to the full base of 100+ contributors.

Results

• Repeatables article volume increased by 20%.
• Article profitability increased by 22%.
• Writers gave overwhelmingly positive feedback.