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YP.COM: Building a Dynamic Content System

Role: Senior Writer | Content Strategist

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"Our two-week code releases block timely content launches and create technical debt. Can you help us move faster?"
 

The Challenge: YP.com needed to launch timely, relevant content—from local promotions to product launches—but our two-week code release cycles meant launching anything current required emergency releases that created technical debt and strained engineering resources.

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The Solution: I developed a comprehensive content strategy that created dedicated homepage spaces, navigable landing pages for dynamic content, and a publishing system independent of major code releases.

Working with design, engineering, and product teams, I designed flexible content experiences that could showcase everything from community events to new product capabilities like YP mobile, transforming YP from a static directory into a dynamic platform that stayed current with user needs.

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The Impact: We achieved a 40% increase in overall traffic and gained the ability to launch relevant content, capitalizing on local events and promotional opportunities. The system successfully supported major product launches, including YP mobile promotion campaigns, while establishing YP as a more trusted brand by providing the immediate relevance users were searching for.

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© 2025 by Natalie Marie Dunbar
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