Building a Content System That Scales Across Channels

The new content system fundamentally changed how Workhuman operates digitally and enabled tracking of critical performance indicators:

Content reuse efficiency: Content is created once and deployed across channels. The system tracks reuse patterns and identifies optimization opportunities, enabling measurement of how efficiently content scales.

Time-to-publish: Streamlined workflows and automated propagation reduce publishing cycles. Updates deploy across channels instantly, creating measurable improvements in speed-to-market.

Brand consistency: The system enforces design standards, voice, and structure automatically. Consistency becomes measurable rather than subjective, with deviations flagged before publication.

Cross-channel engagement visibility: Consolidated, structured content creates the foundation for unified analytics. Workhuman can now measure what performs, where, and why—then optimize accordingly.

Operational efficiency: Eliminated duplicate content management across previously siloed systems, reduced redundant workflows, and created measurable improvements across editorial operations.

Beyond the metrics, the system established foundational capabilities:

Single source of truth: Editorial and development teams work from unified content infrastructure, eliminating version control issues and conflicting updates.

Foundation for continuous improvement: Clear analytics, structured content models, and flexible architecture enable ongoing optimization based on performance data.

Strategic agility: Content decoupled from presentation means new channels and formats don’t require content rewrites, dramatically reducing time-to-market for new initiatives.

Workhuman’s content infrastructure had become operationally unsustainable and strategically misaligned:

Fragmented publishing workflows: Content lived across WordPress (1,500 news and blog posts, 3,500 files) and Uberflip (3,500 posts and resources)—8,500+ pieces total with no single source of truth, forcing redundant work across editorial teams.

No performance visibility: Siloed systems meant siloed analytics. Understanding what content drove engagement, what could be optimized, or what deserved investment required manual aggregation and guesswork.

Inconsistent brand experiences: Different platforms meant different capabilities. Design standards varied. Brand consistency depended on individual editors remembering guidelines rather than systems enforcing them.

Technical debt accumulation: Years of workarounds, custom code, and platform limitations created brittleness that slowed innovation and prevented strategic content initiatives.

These systemic barriers prevented Workhuman from achieving core digital objectives: measuring content performance, optimizing based on data, and deploying content strategically across channels.

Oomph designed and implemented a unified content system built on Contentful’s headless architecture—treating content as structured data that could be published anywhere while enabling comprehensive measurement:

Content structure and governance: Developed structured content models that replaced freeform HTML with controlled fields and vocabularies. This created consistency guardrails that empowered editors while enabling measurement of reuse patterns and brand compliance.

Strategic migration at scale: Consolidated 8,500+ pieces across WordPress and Uberflip systems. Worked with Workhuman to evaluate, prioritize, and migrate only valuable content—eliminating outdated resources, consolidating duplicates, and archiving low-performing pieces to improve quality while creating a cleaner baseline for measurement.

Capability preservation with systemic improvement: Rather than removing features editors relied on, reimagined how needs could be met through structured models. Editors maintained flexibility while the system enforced brand standards automatically and tracked compliance.

Operational system delivery: Delivered complete functioning infrastructure including content models, migration tooling, editorial workflows, governance documentation, and team training. Workhuman could operate, publish, and measure from day one.

Workhuman launched a headless content system that unified previously fragmented operations. Their editorial and development teams now work from a single source of truth, publishing consistent brand experiences across digital channels while tracking the performance indicators that drive continuous improvement.

The system doesn’t just manage content—it enables the operational clarity and measurement infrastructure Workhuman needs to optimize performance over time.

Content systems are performance systems. When content operations are fragmented, organizations can’t measure what matters or optimize with confidence. They’re managing logistics instead of improving outcomes.

By treating content infrastructure as an integrated system, Oomph helped Workhuman build the foundation for continuous improvement—creating operational capacity to measure, learn, and systematically optimize how content drives business value.

This transformation enables what matters most: moving from content management to content performance optimization.

We are all super pumped with the progress. You and the team are doing an amazing job and we are very excited to unveil this!

— Jon Bizeur, Senior Director of Web & Digital Experience, Workhuman