Helping stories find their audience.

The context

Angel Studios brings audience-supported films and series to viewers across TV, mobile, and the web. On angel.com, I worked on the experiences that help people discover content and engage with the platform.

The challenge

The goal was to connect common search queries with relevant articles and help new audiences discover Angel’s content. Expansion into 13 international markets also called for localized routing and a translation strategy, with an emphasis on Brazil, France, and Mexico.

The approach

I architected and implemented the website’s SEO foundation and the entire blog feature. Contentful provided the content, while the blog turned that content into articles people could discover through search.

The SEO approach centered on carefully curated page titles, headings, descriptions, and article content aligned with relevant keywords and common search queries. Articles were tailored to answer what people were searching for.

I also designed the internationalized routing and content translation strategy for 13 markets, prioritizing Portuguese, French, and Spanish for Brazil, France, and Mexico. Contentful was integrated with Crowdin so native or fluent contributors could provide crowdsourced translations.

Content editors entered titles, headings, descriptions, paragraphs, and rich text in Contentful. A custom plugin sent the text to Crowdin, where translators supplied localized versions. Once approved, translations were processed in batches back into Contentful.

The Next.js application queried Contentful’s GraphQL endpoint with the requested locale. Contentful returned the locale-specific field values for the website to render, keeping the translated content in the same CMS workflow as the source content.

The outcome

High-ranking organic search results brought traffic to the blog on the order of tens of thousands of visitors per day. The routing and translation strategy supported expansion into 13 markets, pairing the content platform with a workflow for native or fluent translators.

My contributions

• Architected and implemented the website’s SEO foundation and entire Contentful-powered blog feature.
• Aligned titles, headings, descriptions, and article content with relevant keywords and common search queries.
• Designed i18n routing and a Contentful–Crowdin translation strategy for 13 international markets, emphasizing Portuguese, French, and Spanish.
• Connected localized blog rendering to Contentful’s GraphQL endpoint using locale-specific content requests.
• Built About and Downloadables pages.
• Implemented structured data, Open Graph metadata, and performance improvements to support search discovery and sharing.
• Integrated Optimizely experimentation and Segment event tracking to evaluate audience experiences.
• Worked on Braze push notifications.