Lifestyle and special interest wedding and home site expands to targeted niche sites.
There are multiple brands within The Knot Inc. umbrella, including www.theknot.com, www.thenest.com, www.thebump.com, and www.weddingchannel.com – all powered by Sitecore.
The purpose of the Local Niche sites, www.weddings.com, is to aggregate a wealth of content from the company’s flagship site, TheKnot.com, into easy-to-consume, hyper-targeted niche sites focusing on a variety of special-interest wedding topics including location, culture, and wedding style.
The company’s previous CMS was very slow to market: one niche site would have taken up to two months to build. According to Miles Stiverson, Site Director for The Knot, “With Sitecore, we can build several sites per day. In addition, our old CMS had inflexible templates, and we had difficulty optimizing for search. With Sitecore, we have more control over our URLs and can more quickly react to trending in the industry.”
Working with Sitecore partner, Hedgehog Development, Sitecore was selected for the following reasons, according to Dave Walters, VP of Technology Solutions at The Knot Inc:
Sitecore was very much aligned with our Technology focus as primarily a .Net/SQL Server organization.
It closely met the overall needs of our business and was seen as an extremely flexible and extendable solution. We are a very aggressive company that is always expanding into new directions.
- It was our belief that Sitecore would be able to support our content needs in any of those potential directions...which it has.
One staff editor has launched a total of 275 niche sites in a little under one year. In doing so, The Knot was able to save an invaluable amount of time and money because they had the ability to create the sites without increasing staff. This network of niche wedding planning destinations has added as much as 20% more visits to local traffic on TheKnot.com in a given month.
Says Walters, “We continue to expand our reach in our markets using Sitecore, adding more sites to our implementation. We have been happy with our ability to design an information architecture that allows us maximum reuse of content across these brands when it makes sense. And we have been extremely pleased by Sitecore's ability to support the increasing traffic we continue to send to it, without much effort by our resources to scale the solution.”
Solution Special Ingredients
Dart for adserving
Coremetrics and Google Analytics for analytics
Limelight and Akamai for CDN
Microsoft Commerce Server for ecommerce
Google Search Appliance for search
Pluck for social computing