Marketing: content operations
Regional property portal
Content operations at portal scale, run as a workflow rather than a project
The problem
At the scale of a regional property portal, content problems stop being editorial problems and become systems problems. A duplicate-content issue is not a page to fix. It is a pattern to detect across thousands of pages, repeatedly, forever.
What we built
- A bulk content workflow. Briefing, production and delivery of human-written articles at volume, to a documented standard, with the pipeline itself instrumented rather than run out of a spreadsheet.
- A duplicate-content application that detects near-duplicate pages across the site, so the problem is found by software on a schedule instead of by a person on a good day.
- A content audit workflow covering thousands of pages, with findings tracked through to a fix rather than handed over as a report nobody actions.
- Structure and markup for answer engines, so pages can be cited and attributed, not only ranked.
Where the automation sits, and where it does not
Detection, triage and routing are automated. The articles are written by people. At this scale that is a deliberate choice rather than a limitation: the portal's authority depends on the content being genuinely good, and the automation exists so that human effort lands on the pages that matter instead of being spread evenly across pages that do not.
What we would not claim
No click, ranking, traffic or revenue figures, and no comparison with any other platform in this market. We do not rank clients against each other, publicly or privately.
Engagement ongoing. No performance figures are published for this client.
Your turn
We set the baseline before the work starts.
That is the part that makes a number mean something a year later.