Changing the World on Behalf of Millennial Mothers

A RebelMouse Case Study

Motherly is a new media property redefining motherhood. They are a lifestyle parenting brand redefining motherhood, writing a new narrative that’s powerful and feminine, as well as informed and inspiring. Motherly exists to change the world on behalf of millennial moms with expert information, an inspiring community, and thoughtfully curated products to guide them through the journey of motherhood.

Created by women for women, their mission is one of empowerment to support women on their unmatched journey to mommyhood. Founded in 2015 by serial entrepreneur Jill Koziol and award-winning Washington Post digital strategist Liz Tenety, Motherly leads the effort in curating female-driven content that builds strong communities through the power of dynamic, multiplatform storytelling.

But first, they needed a platform and tech team that could keep up with their vision.

Being a next-generation new media property, Motherly needed a CMS operating on the cutting edge of digital media. This meant a platform that could help them both keep up with every industry shift and continue to push the content envelope with every publish.

Motherly had outgrown their previous CMS provider, and were forced to either continue to be held back by a lack of features on their existing platform or spend extra cash on an entire engineering team to go fully custom. But they wanted to make sure they were investing in something new that would take their site to a new place, rather than simply following the latest trends. In all actuality, they needed more than a CMS.

Motherly’s strategy of letting go of a heavy tech investment, and instead focusing on the content they create, is the way to get ahead in the new media landscape. Instead of doubling down on an expensive team of developers, it’s beneficial to divert those resources toward content curators. At RebelMouse, our deep tech stack, support, and engineering team stepped in as Motherly’s tech solution, so Motherly could continue to prioritize their own voice.

Project Requirements:

The RebelMouse platform is highly customizable with its own robust developer program. As a result, we were able to create an aesthetic to illustrate Motherly’s mission. Editorially, their previous site architecture had no SEO optimization or dynamic features in place. This changed when they started using RebelMouse’s Social UX layout and Particle Assembler to amplify their content across site, search, and social.

While Motherly was able to make the most of our deep technology, they were also able to take advantage of our full-service creative agency. In addition to our publishing interface, we also took over project management, analytics, programmatic ad opportunities, and content strategy. To facilitate their strategy for long-term success, our team put together an investor analytics dashboard to help Motherly grow their relationship with investors through the help of meaningful data.

By leveraging our custom tech, valuable agency support, and analytical insights, we took Motherly from 0–100 with a quick turnaround. The results enabled their content to shine like never before.

Motherly launched on RebelMouse in early April 2018. Since then, they’ve shown explosive growth with users up 28%, sessions up 72%, and pageviews up a staggering 177%.

Using RebelMouse’s built-in SEO tools, Motherly began to optimize articles at the editor level. This has helped grow their traffic from Google. Since launch, users coming in from Google are up 1,164% and pageviews are up 2,018%.

In the short time since they trusted RebelMouse with their tech, the Motherly team was able to invest in their core superpower: strengthening an army of strong millennial mothers. It’s a beautiful illustration of our own mission to give publishers back time, money, and flexibility so they can focus on creating content that both supports their goals and thrives in the digital ecosystem.

Related posts:

You and I make decisions subject to many variables including ‘internal bias and ‘external pressures’. But, it’s your job is to make the reason answer the question that he/she is always asking…

Have you been caught up in the moral panic towards climate change, or just looking for a few ways to do your bit? Here are 3 steps you can take.

Com o mercado do dedo qualquer vez mas em expansão, é provável achar uma infinidade de produtos, você poderá eleger no meio de aqueles que têm mas afinidade. Aliás, é provável achar vários materiais…