Execution

• Increase Discoverability – Focused on optimizing content for depth, not just clicks and page visits. Page views alone are meaningless if users still need to return to Google for answers. Success = engagement and user retention.
• Audience Segmentation – Conducted a comprehensive audit and redefined audience personas using social listening and manual research to create more targeted content.
• Website & UX Optimization – Many of our pages were hardcoded, limiting control over visual hierarchy and making updates difficult. Solution: Found a better website partner to improve flexibility and scalability.
• Newsletter Testing – Redesigned content layout and tested new headlines to understand reader behavior. We already had a 50% open rate, but most readers were returning visitors. Key questions: Are we measuring what matters? How do we engage those who never open our emails? How do we expand our readership?
• Revisiting Performance Metrics – Shifted from vanity metrics (like total page visits) to engagement-based metrics (e.g., unique open rate over total open rate, engagement rate over page visits).

Tools and Platforms Used

• CMS: Contentful (Markdown)
• Search & Analytics: Google Analytics, Looker Studio, Algolia Search, Contentful Taxonomy
• Social Media & Email: LinkedIn, Mailchimp, Litmus, YouTube
• Project Management: Airtable, Slack
• Design: Figma, Canva, Adobe Creative Cloud

Results Achieved

• Gained better control over page hierarchies, improving content updates and UX.
• YoY reduction in organic traffic decline, reversing a downward trend.
• Higher engagement on key pages post-launch.
• Improved audience segmentation, leading to better content targeting.