Contentful content modeling that survives year three

Any competent team can model content for launch day. The models that fail do so in year two or three: field sprawl, orphaned types, editors routing around the CMS with pasted HTML. We've inherited enough of these to know the failure modes by heart.

Rules we build by

• Model the domain, not the page. Pages change; a 'Product' or 'Campaign' endures.
• Every field earns its place. An optional field used by 10% of entries is a future bug.
• References over duplication, but never more than two hops deep for editors.
• Name types for the people who'll use them in year three, not the developers shipping in month one.

A content model is an org chart for your content. Design it for the team you'll have, not the launch you're rushing.