Content Strategy on a Global Scale
Full-Site Content Strategy & Page Templates for a Global Events Network
I served as the content strategist for a full website redesign of a global destination management and events company with a network spanning 500+ locations across nine regions. The engagement covered the complete content lifecycle — from auditing the existing site structure, to proposing a new information architecture, to delivering detailed page-level content templates with SEO guidance, word counts, CTA strategy, and rich media direction for every page on the site. The redesigned site launched and is live in production.
The company's existing website had been built incrementally over years without a unified content strategy. The navigation didn't reflect how users actually looked for information, key differentiators (like a rigorous partner vetting process and a free professional education platform) were buried or undersold, and there was no consistent framework for the dozens of destination-specific pages that formed the core of the site's value. The client needed someone to step back, rethink the entire content structure, and hand the development team a blueprint detailed enough to build from.
This project was the most comprehensive content strategy engagement in my portfolio — not because of the page count, but because of the level of specificity required. Handing a development team a strategy deck is one thing; handing them build-ready templates with exact word counts, CTA destinations, keyword targets, and media specs for every section of every page is another. That level of detail is what made this site launchable without the typical back-and-forth where content becomes the bottleneck. The site is live and performing, and the destination page framework continues to scale as the client adds new locations.
What I Did
Site Audit & Navigation Redesign I mapped the existing site's full page hierarchy and identified structural problems: important content scattered across too many nav items, no clear hub for educational resources, and a contact strategy that relied on a single pop-up form rather than context-specific CTAs. I proposed a streamlined primary navigation organized around four core sections — About, Destinations, Resource Hub, and a primary contact page — each with defined sub-pages and clear user pathways.
Scalable Destination Page Framework The most complex content challenge was the destination pages. With hundreds of locations to cover, each page needed to feel specific and useful without requiring entirely custom copy. I designed a repeatable template that included a destination summary, filterable category tags (beaches, culture, nightlife, sustainability, etc.), a "Key Facts for Planners" section with structured data fields (high/low season, airport distance, ideal group size), and a curated top-five experiences section. This framework let the client populate pages efficiently while maintaining quality and SEO value.
Page-Level Content Templates For every unique page type — About, Team, Partners, Our Work, Resource Hub, Education Platform, and individual Destinations — I delivered detailed content briefs specifying the page goal, meta description, target keywords, heading structure (H1/H2), word count ranges per section, CTA placement and destination links, and rich media recommendations. These weren't loose guidelines; they were build-ready documents the development team could work from directly.
CTA & Conversion Architecture I designed a layered contact strategy with multiple entry points: a primary planning form as the site's main CTA, a more detailed RFP submission form for qualified leads, a lightweight "Get in Touch" form embedded across pages, and a specialized "Missing a Destination?" form to capture demand signals for new locations. Each was mapped to specific user intents and page contexts rather than relying on a single generic contact form.
Resource Hub & Education Platform Strategy The client had a free professional education platform with webinars, on-demand courses, and downloadable resources — but it was siloed on a separate landing page with no integration into the main site. I brought it into the site's information architecture under a Resource Hub that also housed a news and insights blog, creating a content ecosystem that positioned the company as a thought leader in its industry. I wrote the full content brief for the education platform page including FAQ content, enrollment messaging, and value propositions.
SEO-Integrated Content Direction Every template included target keywords mapped to the page's intent, meta descriptions written to character-count specifications, and heading structures designed for both readability and search performance. For destination pages specifically, I built keyword guidance around location names — the highest-intent search terms for this type of business.
Key Deliverables
A content strategy deck covering existing structure analysis, proposed architecture, and page-by-page content direction
Detailed content templates for 6+ page types, each with goals, meta descriptions, keywords, heading hierarchy, word counts, CTA mapping, and media specs
A scalable destination page framework designed for 500+ locations
A multi-tier CTA and contact form strategy mapped to user intent
Content tracking and recommendations managed in Airtable for the development team
The final site launched and is live in production
Tools & Platforms
Figma, Airtable, WordPress (final build)