The Contentful Importer is a tool that imports content from JSONs into the Contentful database, while the Generic Database Exporter exports content from any SQL database and converts it to JSON for import. The Wordpress Exporter and Drupal Exporter process the default export of these CMSs, converting it to JSON. The tools are designed to be user-friendly, requiring only a configuration file to set up the importer, and can be installed as Ruby gems with a one-liner installation. The process involves setting up the overall configuration, describing the new content model, extracting data from the database or CMS, mapping data to the new model, creating JSONs, and passing them to the Contentful Importer. However, importing poorly structured content will not improve its quality, and dealing with overly complex databases may require additional time and effort.