Case Study: CHIP | Content & Strategy Lead

Summary

As Head of Content & Strategy at CHIP, I launched the company’s content and editorial strategy from the ground up. I built scalable systems to support both B2B and B2C audiences, formalized editorial workflows, and implemented SEO-led operations that increased organic visibility and engagement. In parallel, I explored and validated monetization pathways tied to content performance and audience behavior to strengthen long-term sustainability.

• Project Type: Content Strategy, Editorial Management, B2B/B2C Marketing, Monetization Research

• Date: 2023–Present

• Result: Built dual editorial funnels (B2B + B2C), launched flagship newsletters, established SEO and CMS systems to scale content, and developed monetization proposals aligned with audience growth.

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2) Social Campaigns and Content Repurposing

• Built multi-channel campaigns across Instagram, Facebook, YouTube, and email. Tied content to podcasts, webinars, and cultural calendar moments (e.g., heritage months, tax season).

  1. Turned podcast episodes into content clusters: long-form blogs, short clips for social, newsletter highlights, and SEO pages targeting long-tail queries.

  2. Created a content packaging system for major initiatives, with guidelines for hooks, thumbnails, alt text, captions, and UTMs.

3) SEO and CMS Enhancements

• Developed a keyword strategy centered on long-tail, intent-rich queries aligned with cultural financial topics.

  1. Optimized site-wide metadata, internal linking, and content templates to improve crawlability and time-on-page.

  2. Added structured data where relevant (e.g., Article, Event) and standardized headers and components for consistency.

Results

• Grew newsletter readership and engagement by focusing on consistent value, culturally relevant context, and clear CTAs.

• Built a reinforcing loop: podcasts drove newsletter signups, newsletters drove site visits, and SEO pages captured new audiences.

• Positioned CHIP as a hub for financial literacy with a culturally grounded point of view, increasing branded and non-branded search visibility.

Suggested metrics to feature:

• Newsletter subscriber growth and average open/click rates.

• Organic traffic growth to long-tail landing pages.

• Engagement lift on repurposed podcast clips and event-related content.

Example 3: Researching Monetization & Growth Opportunities

Approach

Revenue Model Analysis

• Reviewed monetization models common in fintech and media: sponsorships, premium memberships, paid directories, qualified lead generation, and event partnerships.

  1. Benchmarked competitors and adjacent media brands to understand pricing, packaging, and performance metrics.

Content-to-Revenue Mapping

• Connected editorial outputs to revenue vehicles:

  1. Sponsored newsletter placements aligned with audience segments.

     1. Premium directory listings for financial professionals with SEO-optimized profiles and enhanced visibility.

     2. Lead-gen funnels built around webinars, guides, and calculators, with nurture tracks and qualification criteria.

  2. Outlined compliance and brand fit criteria for sponsorships to protect audience trust.

Proposals and Pilots

• Created go-to-market proposals with offer structure, pricing tiers, measurement plans, and resource needs.

  1. Ran low-risk pilots to validate demand and refine packaging before scale.

Results

• Identified new revenue streams, including sponsored content, premium profiles in a national directory, and partner-led educational series.

• Built the foundation for scalable monetization connected to audience growth and editorial performance, reducing reliance on single-channel funding.

Suggested metrics to feature:

• Sponsored placement CTRs and CPM/CPL benchmarks.

• Directory sign-up growth after launching SEO-enhanced profiles.

• Lead-to-opportunity conversion rates from gated content.

Author / Consultant Bio

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I am a content strategist and SEO-focused marketing leader with 9+ years of experience designing systems that grow audiences and revenue. At CHIP, I built editorial operations for both B2B and B2C, launched flagship newsletters, and implemented SEO and CMS strategies that improved discoverability and engagement. My background spans fintech, publishing, and financial education, with a track record of turning insights into scalable frameworks that deliver measurable results.

I specialize in:

• Content strategy and editorial operations

• SEO and CMS optimization (WordPress, Contentful)

• Multi-channel distribution and repurposing systems

• Partnership content and webinar programming

• Monetization strategy tied to content performance

Conclusion and Next Steps

By building a dual-funnel content ecosystem, CHIP now reaches financial professionals and consumers with relevant, high-quality content. The editorial calendar, SEO-first templates, and CMS workflows enable consistent output at scale. The monetization roadmap ties content performance to revenue, making growth sustainable.

If you’re designing a similar system:

• Start with clear audience definitions and separate funnels.

• Build a minimum viable editorial calendar and standard templates.

• Close the loop: connect analytics to planning every month.

• Package content into monetizable products only after trust and value are established.

Interested in seeing the behind-the-scenes templates, briefs, or KPI dashboards? Reach out and I’ll share a redacted toolkit.