Overview
A full content strategy for KLP's digital channels: content and competitor analysis, SEO and web analytics, a proposed tag structure, and an editorial governance model to run it as one system going forward.
Who This Is For
Pension, insurance and financial services groups with a large public website and several digital channels. This case is most useful if:
- content and navigation have grown without a shared structure
- nobody clearly owns content decisions
- workflow and quality control depend on individuals
- you want a strategy that includes the governance to run it
The Challenge
KLP, Norway's largest pension company, needed klp.no and its other digital channels to work as one coherent content operation.
Existing content and navigation had grown without a shared structure, and there was no governance model defining who owned content decisions, how workflow ran, or how quality was maintained.
Our Approach
We built the strategy in two halves: the structure, and the governance to run it.
- Analysis: a full content audit and gap analysis against user needs, a competitor content review, web and SEO analytics, and interviews and workshops with KLP's stakeholders.
- Structure: a proposed tag structure, a navigation and structure model, and a prioritised content plan.
- Governance: an editorial organisation model defining roles and mandate, a defined workflow, editorial tooling and maintenance guidelines.
- One ecosystem: positioned as a single digital ecosystem rather than a set of separate recommendations.
Impact
Beyond recommendations. Structural analysis (audit, gap analysis, SEO and tagging) paired with the governance needed to run it day to day.
Built to outlast the project. Roles, workflow, tooling and maintenance rules meant the structure would hold once the engagement ended.
A content structure without owners decays from the day it launches. Governance is what keeps the plan from becoming another document.
Delivered while employed at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
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