Crafting a New Content Strategy

Once we had made the decision to upgrade our outdated architecture to a headless CMS, my first step was to assess the existing catalog, which comprised over 4000 pages. I evaluated their status, traffic, backlinks, and importance within the site architecture. Through comprehensive competitive analysis, I discovered opportunities to consolidate current product pages, automate the creation of new product categories using attached metadata, and identify pages that could be replicated with minimal modifications. Given the inconsistent URL structure, I established new naming conventions and implemented redirects for all pages to ensure the transfer of equity to the new pages.

Before proceeding with page development, our team worked on enhancing or modifying the backend product metadata to align with the item attributes featured in the new site architecture. I carefully integrated these product categories into the overall site structure, ensuring a seamless and valuable shopping experience while capturing significant search volume. Additionally, we migrated, reorganized, and supplemented metadata for all media assets, which were hosted in a new Digital Asset Manager and displayed through the CMS.

With our revamped content strategy in place, I oversaw a team of content authors who undertook the task of rebuilding the website on the new CMS. I provided guidance on utilizing the new CMS, working within the updated design system, and identified instances where new on-page content was necessary. This meticulous process spanned several months and required meticulous project planning to synchronize ongoing technical advancements with content development, guaranteeing that no page was overlooked or effort duplicated.