Overview
Led a comprehensive website redesign and new content strategy for a Nordic B2B digital marketplace, repositioning the platform to serve advertiser and publisher audiences more effectively. Delivered information architecture restructured around commercial buyer journeys, content strategy connecting the platform's value proposition to audience needs, and an editorial workflow for ongoing content operations.
Who This Is For
Nordic digital marketplaces, B2B media platforms, or advertising technology businesses with 100-1,000 employees managing websites that serve multiple commercial audiences - advertisers, publishers, and end users - requiring a content strategy and website architecture that speaks effectively to each.
The Challenge
The digital marketplace website has grown to serve multiple distinct audiences - advertisers, publishers, and platform users - but the content and information architecture reflects none of them effectively. Different audiences arrive with fundamentally different needs and the site fails to route them to relevant content efficiently. The content strategy is reactive, producing pages that describe the platform rather than addressing the commercial problems of each audience.
What We Propose
Audience & Content Audit - Assessment of current website content against the needs of each distinct audience identifying gaps, mismatch, and navigation failures. Content Strategy - Content strategy for each audience segment defining the messages, content types, and journeys that connect platform value propositions to audience needs. Information Architecture Redesign - Navigation and site structure redesigned around how advertisers, publishers, and users actually look for information and make decisions. Editorial Workflow - Content production workflow and governance enabling the team to maintain content quality across multiple audience-specific content streams. SEO & Organic Strategy - Keyword research and content optimisation for organic visibility across the search terms each audience uses when evaluating marketplace options.
Why It Matters
Audience relevance - A website that speaks directly to each commercial audience rather than trying to serve everyone with the same content. Conversion improvement - Content and journeys designed to convert each audience from awareness to commercial engagement. Editorial efficiency - A content operation that produces audience-specific content systematically rather than reactively. Organic visibility - SEO that captures demand from each audience segment actively researching marketplace options.
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