RebelMouse Talk to Us
Changing the World on Behalf of Millennial Mothers

Changing the World on Behalf of Millennial Mothers

Motherly is a new media property redefining 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.

Industry: Media/Motherhood
Headquarters: Menlo Park, CA
Website: Mother.ly

Motherly is 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.

The Challenge

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.

“We were looking for a change, and our first call was RebelMouse because we weren't ready to build our own stack and support an engineering team. Motherly has been committed to being tech-enabled, not a tech company. RebelMouse allows us to focus on what we do best, guiding millennial mothers along their motherhood journey."

—Jill Koziol, Co-founder and CEO, Motherly

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:

  • Launch a next-generation new media property quickly by employing RebelMouse's dynamic layout and design features.
  • Empower editors to optimize each piece of content for not only on-site performance, but also SEO and social engagement using our proprietary technology.
  • Migrate all previous content from their previous CMS platform using a smart taxonomy strategy.

“RebelMouse doesn't just execute on our vision. They are meaningful partners in creating our vision."

—Jill Koziol, Co-founder and CEO, Motherly

Our Solution

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.

"The whole team is really amazing. Sandra is the BEST! She's super talented, lightning fast, so professional, and a pleasure to interact with."

—Liz Tenety, Co-founder and Chief Digital Officer, Motherly

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.

Results

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.

You can experience extreme growth with us, too. Let us know how we can help you take your business to the next level.

Header photo featuring heydylopez_.

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

Keep reading... Show less

Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

Keep reading... Show less

Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

Keep reading... Show less

Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

Keep reading... Show less

Instagram-style E-commerce Features on RebelMouse

Revolutionizing e-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

Keep reading... Show less

Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

Keep reading... Show less

Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

Keep reading... Show less

How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

Keep reading... Show less

RebelMouse Clients See Performance Improvement After AMP Optimization

Performance is a major pillar of our platform, which means we are always making changes — both big and small — to improve page speed. Our focus on fast websites isn't platform specific, either. We want to make sure that users have a top-notch experience however they view your content, and this includes our integration with Google's AMP format.

Our team of traffic-obsessed developers recently implemented some performance optimizations to enhance our platform's integration with AMP, and that has improved the average response time for our clients. This means that users are able to access your AMP pages more quickly, which, in turn, improves your site's traffic from Google.

Here's a breakdown of the changes we've made:

Keep reading... Show less

Keep Search a Priority With SEO-Friendly Image Filenames

There are a lot of factors that go into a successful search engine optimization (SEO) strategy, including performance, structured data, and, of course, choosing the right keyword(s). Our proprietary search technology helps content creators prep every article for success on search. This all-encompassing approach includes the use of SEO-friendly image filenames.

On RebelMouse, if you assign an alt tag to an image in Entry Editor, that alt tag will also become the image's file name. Briefly, alt tags describe images for search engines, and also allow people using screen readers to know what the image is without actually being able to see it. Adding your desired search phase to every alt text field, and in turn every image file name, will reinforce its relevance to Google's crawler, bringing you one step closer to the top of search returns.

Keep reading... Show less

How to Set up Google's Publisher Center

In late 2019, Google merged Google News Producer and Google News Publisher Center into a single tool. Officially called Publisher Center, Google has created an enhanced user experience and expanded set of functionalities that easily allow any publisher to manage content across multiple properties on Google News.

One of the many great new features Publisher Center offers is the ability to manage multiple sites simultaneously under one organization, as well as the ability to switch between more than one organization.

This makes managing many sites across multiple organizations a snap.

Keep reading... Show less
Subscribe to Our Newsletter