In the Know Site Launch and Content Development

The Project

What I Did

Results

When Yahoo decided to relaunch In The Know as an e-commerce brand, the challenge was to transform a decommissioned lifestyle site into a competitive affiliate platform that could generate meaningful traffic and revenue. The site needed a clear content strategy, a consistent editorial voice, and a scalable process for producing high-quality commerce content.

As the editorial lead, I built the content strategy from the ground up. I conducted in-depth product and keyword research to identify topics with strong potential for both SEO and paid distribution, then developed a style guide and editorial guidelines to establish the brand voice. I oversaw the production of 200+ launch articles—including reviews, buying guides, and listicles—while writing all site copy (metadata, headers, footers, and About pages) myself. Managing an external content agency, I edited all articles and published them through an in-house CMS. Post-launch, I continue to lead growth efforts through ongoing keyword research, content audits, and performance analysis to refine strategy and improve ROI.

  • Successfully relaunched In The Know with 200+ pieces of commerce content in the first three months.

  • Achieved a 65% increase in organic traffic within six months of launch, driven by SEO-optimized articles.

  • Helped generate a 40% higher CTR on Facebook ads compared to benchmark campaigns, thanks to targeted product content.

  • Established editorial guidelines that cut onboarding time for new contributors by 50%, creating a scalable content process.

  • Secured steady month-over-month affiliate revenue growth within the first year, exceeding initial ROI projections.