Case Study: Website Content Strategy for Paper Peony Press

Written By chris oldaker

Overview

After years of strong growth on the Amazon marketplace, Paper Peony Press—a boutique publishing company—wanted to diversify its presence outside of Amazon. The goal was to drive greater brand awareness, improve engagement, and increase product sales directly through their own digital channels.

Role

Super Dimension was engaged as the sole digital marketing strategist, responsible for:

  • Auditing all existing online assets and platforms

  • Designing a content strategy to expand visibility beyond branded searches

  • Managing a hybrid team of in-house and freelance copywriters and designers

  • Overseeing four sprint cycles to ensure timely delivery of new content

  • Implementing analytics, tracking, and marketing automation systems

  • Executing light development updates in the brand’s CMS using HTML and CSS

Strategy

Discovery & Audit

Our analysis showed that most of Paper Peony Press’s website traffic came from direct visitors and branded keyword searches. This revealed that while the site served existing customers, it was not attracting net-new audiences.

Content Strategy Development

To solve this, Super Dimension designed a strategy centered around content-led growth:

  • Product Page Optimization: Rewrote all 18 product pages using a custom, SEO-optimized content template tailored to each book’s unique discovery opportunities.

  • Keyword & Conversion Research: Conducted in-depth analysis to identify topics and search terms with the highest potential to reach new readers.

  • Editorial Calendar: Developed a blog and social media content roadmap to build topical authority, capture inbound traffic, and nurture prospective customers.

  • Team Management: Coordinated a team of two freelance copywriters across four 2-week sprints to ensure content was produced, reviewed, and launched on schedule.

Technical Enablement

Beyond content production, Super Dimension strengthened the site’s marketing and reporting capabilities:

  • Implemented tracking systems via Google Analytics, Google Tag Manager, ActiveCampaign, and Amazon Advertising

  • Added light CMS customizations and functionality improvements with HTML and CSS

Outcome

The new content strategy delivered measurable business impact:

  • +269% increase in organic website traffic

  • +157% increase in conversions

  • +440% increase in search visibility

Paper Peony Press successfully expanded beyond Amazon, reaching new audiences and driving sustainable growth through owned digital channels.

Key Takeaways

  • Diversification beyond third-party platforms is critical for long-term brand resilience.

  • Product pages represent a significant opportunity for organic search growth when optimized for discovery.

  • Combining content strategy, SEO, and technical enablement creates a multiplier effect on performance.

chris oldaker
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