Overview
Developed content strategy and led a CMS migration for a thermal imaging equipment distributor operating across multiple markets. Delivered a content audit and rationalisation, restructured information architecture, localisation framework for multilingual markets, and a migration plan preserving SEO equity and editorial continuity throughout the platform transition.
Who This Is For
Equipment manufacturers, technology distributors, or specialist B2B businesses with 100-2,000 employees operating across multiple markets and requiring a CMS migration alongside a content strategy refresh. Typically managing multilingual content for technical and commercial audiences across different regions.
The Challenge
The organisation needs to migrate its website to a new CMS while simultaneously addressing underlying content strategy and information architecture issues. The existing content estate is inconsistently structured, poorly tagged, and only partially translated for key markets. A technical migration without addressing these issues would reproduce the same problems on a more expensive platform.
What We Propose
Content Strategy - Strategy defining content priorities, audience needs, and content types across technical, commercial, and support content areas. Content Audit & Rationalisation - Inventory of all existing content identifying what to migrate, update, consolidate, or retire before the platform transition. Information Architecture - Navigation and content structure designed for the target platform based on customer research and commercial objectives. CMS Migration Planning - Phased migration plan covering content preparation, URL strategy, redirect mapping, and SEO continuity. Localisation Framework - Multilingual content architecture and translation workflow for key markets ensuring consistency across language versions. Editorial Workflow Design - Publishing roles, approval processes, and governance standards configured for the new platform.
Why It Matters
Platform fit - A CMS configured for how the organisation actually publishes not just a technical migration of existing problems. Content quality - Rationalised, structured content that arrives in the new platform ready to use. Multilingual capability - A localisation framework that supports market growth without disproportionate operational overhead. SEO continuity - Redirect strategy and URL architecture that preserves organic search equity through the transition.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.