Continente
Simplifying shopping decisions with a new content hub.
BACKGROUND
Partnering with a leading retailer serving millions of customers
Continente is one of Portugal’s most beloved retail brands, celebrated for its commitment to high-quality products and a diverse, customer-centric shopping experience. As a leader in a highly competitive market, Continente continually adapts to meet evolving consumer expectations, placing a strong emphasis on sustainability, health, and affordability. With a rapidly growing product range that includes groceries, household essentials, and environmentally conscious options, Continente is dedicated to offering solutions that support both healthier lifestyles and a healthier planet.
In an era where sustainability and transparency are increasingly valued, Continente has pioneered initiatives focused on reducing environmental impact—from offering eco-friendly products to minimizing waste across its operations. At the same time, the brand remains committed to affordability, ensuring that its wide array of products is accessible to all, without compromising on quality. This balance of innovation, quality, and value has made Continente a trusted choice that continues to shape the future of shopping in Portugal.
CHALLENGE
A fresh take on digital content
Continente faced the challenge of enhancing its digital presence by updating and optimizing an expansive collection of content—ranging from thousands of products to hundreds of recipes and lifestyle articles spread across various portals. The content covered diverse categories, including Cooking, Wine, Home Décor, Pregnancy & Baby, and Pets, each requiring a unique approach to meet the specific expectations of its audience.
For health and pet-related content, ensuring that information was accurate and expert-vetted was essential to maintain Continente’s position as a trusted source. However, the process was complex, as multiple teams were involved in content creation and validation, resulting in an inconsistent tone and style. With no established content strategy or process, Continente needed a solution that would allow for a cohesive voice across all platforms while addressing the growing demand for credible, engaging content.
SOLUTION
Content overhaul for increased engagement and trust
To meet these challenges, we developed a robust content marketing strategy designed to boost visibility, credibility, and user engagement. This approach focused on delivering expert-validated, compelling content that would resonate with Continente’s diverse audience. Our solution incorporated several key elements:
Recipe optimization
We enhanced recipe content to ensure it’s both inspiring and practical, focusing on accessible ingredients and clear instructions. Each recipe now highlights nutritional value and preparation tips, appealing to diverse dietary needs and cooking skills.
Content maintenance
To keep the website fresh and relevant, we implemented a structured content maintenance process. Regular updates ensure that all information remains accurate, engaging, and aligned with Continente’s evolving offerings and seasonal trends.
Content creation
We developed a range of new content that resonates with Continente’s audience, from expert cooking tips to guides on sustainable shopping. Each piece is crafted to connect with customers, providing useful insights while reflecting Continente’s values of quality and community.
Campaign focus
Our campaign-focused content aligns with Continente’s key initiatives, presenting promotions, seasonal highlights, and community efforts in a way that engages customers and reinforces the brand’s commitment to value and accessibility.
"This project was about more than just refreshing content—it was about creating a seamless, informative experience that Continente’s customers can rely on. By prioritizing accuracy, consistency, and user engagement, we’ve helped elevate Continente’s digital presence"
Raquel Cruz, Project Manager, Articulate
RESULTS
Creating a trusted portal for families
With optimized recipes and an updated blog section, Continente saw a substantial growth in organic search traffic. Customers were finding recipes and staying to explore lifestyle articles that aligned with their everyday needs. The fresh, engaging tone of the content kept readers on the site longer, exploring multiple topics, from meal planning to household projects.
This blend of engaging content with relevant shopping opportunities significantly increased the visibility of Continente’s products. The online hub became a vibrant, content-rich destination that provided practical information and inspired customers to engage with the brand in new and meaningful ways.
