How does related content work across the DCMS?
Many entry types in the DCMS let you link related content together — most commonly, linking content like Events, Offers, Experiences, and others to a relevant Business Profile. This helps visitors discover more of your destination as they browse, and strengthens the connections search engines and AI tools can see between your content. It's an easy thing to overlook, but used well it can make a real difference to how visitors move through your site.
Where to find it
Related content is normally managed in a Relations tab within the entry you're editing. The exact entry types that support this, and what you can link to, vary from client to client depending on site design and the features available, but content you should typically expect to be able to link back to a Business Profile includes:
- Events
- Offers
- Experiences (where available on your site)
- Jobs (where available on your site)
Depending on your site's setup, this can also extend to other entry types such as Competitions, Blogs, or Case Studies.
Where the link appears
When content is linked to a Business Profile, it appears automatically in the Related Content section on the front end of that Business Profile's page. So if a café has three upcoming events linked to it, those events will surface together on the café's own page for visitors to see.
Understanding the direction of the link
This is the part that trips people up most often: relationships in the DCMS are usually set up in one direction, not both. As a general rule of thumb, the link is created from the related content itself — for example, when you create an Event, you link it to the relevant Business Profile from within the Event entry, not the other way around.
Business Profile to Business Profile linking tends to work differently again — this is normally a direct, two-way style link you set up from within the Business Profile itself, connecting it to other relevant businesses.
Because this varies by entry type, the best approach is to check the Relations tab on the entry you're working on and see what's actually available, rather than assuming the same pattern applies everywhere.
Why this matters for destination marketing
Linking content well gives visitors a richer, more connected experience. Someone looking at a Business Profile for a local café might also want to know about an upcoming event being hosted there, or a current offer available — content that's surfaced automatically through the Related Content section, without you needing to manually rebuild those journeys on every page.
It also strengthens your SEO. Well-connected content helps search engines understand the relationships between different parts of your site, and can improve how content is grouped and surfaced in search results.
A few practical tips
- Think about the visitor's journey, not just the content itself. When deciding what to link, ask what would genuinely help someone reading this page next
- Don't link everything to everything. A handful of genuinely relevant links is far more useful to a visitor than a long list of loosely related content
- Revisit old content periodically. As you add new events, offers, or Business Profiles, it's worth going back to relevant existing content and adding fresh links where they make sense
💡 Top tip: When you're creating a new entry, take a moment to think about whether it should be linked to a relevant Business Profile — and remember that this link is usually created from the entry itself, not from the Business Profile.