Content Strategy Interviews

Kate Thomas Kate Thomas is leading the transformation of marketing content at PayPal from hand-crafted web pages to structured content stored in a headless CMS. Like many organizational-transformation projects, this one has highlighted both the benefits of structuring content and the challenges of getting content authors to work in new ways. We talked about: the migration of the PayPal marketing content from hand-crafted web pages to structured content managed in a headless CMS her prior work at PayPal modeling their legal content how they structured their content and ascribed meaning to it with metadata the main benefits of structuring content, foremost among them speed to market, the ability to scale, and to more efficient content localization her first foray into structured content when she worked on a developer portal how the governance issues she dealt with in content roles in higher education and government, as well as the governance processes she saw in agency roles, led to her interest