Content management systems (CMS) based on document-centric information architectures come with high costs of linking content between documents. Consequently, websites published from such systems provide these links in low numbers only, leaving users with the daunting task of connecting the dots between subjects represented as isolated text fragments in different documents. With the commercial use case of a website publishing member information of a regional cluster of companies, we demonstrate how a Topic Maps-based web frontend on top of a CMS upgrades content to a subject-centric network of knowledge models, and thus multiplies the numbers of access paths, of defined, navigable, and retrievable associations between represented subjects, as well as of available views. This added value comes without added effort for manually editing and maintaining content, and – for web sites hitherto relying on manual link creation and maintenance – even reduces this cost factor.