“there's no webmd for female health we have the space to take this market share we can command all this seo value right so we started building out this amazing content team... and it was all for free and it was like wait a minute this is driving seo traffic but are we converting it”

Build free SEO content, then paywall it once you have the audience

Clue hired a former New Yorker editor to build scientifically rigorous female health content — effectively becoming the WebMD for female health. That content drove massive SEO traffic for free for years. Eventually the team paywalled the premium content, converting an organic moat into a subscription driver. Establish authority and traffic first, then monetize the asset.