Morning Focus with Anette Veidung, CMO at Interwell
“It’s only when marketing is strategic and not just tactical, it becomes a source and an amplifier of sales and growth. That’s why it belongs in the C-suite.”
This was the topic Anette Veidung, CMO at Interwell, had everyone chewing over at our first Morning Focus event of 2026.
Speaking candidly about her impressive, international career spanning beauty, biotech, green tech and oil and gas, Anette shared how marketing only creates real value when it’s treated as an essential commercial function – not a support act. And whilst industries, distribution channels and customers have changed over the years, the red thread guiding her work has always been deeply rooted in strategy.
“Strategic marketing decides who gets remembered, trusted and earns the dollars.”
B2B marketing strategy
At its core, marketing strategy answers the big questions: How do we differentiate? How do we position ourselves in the customer’s mind? How do we build brand equity? And how do we create alignment?
“Without alignment, you end up with scattered arrows — some might hit the target, but most will fall to the ground.”
One of Anette’s most compelling examples to illustrate this came from a major rebrand in the oil and gas sector – a move shaped around three key principles: be relevant, be attractive and stop hiding. This wasn’t just about modernising visuals, but about uniting multiple business units, clarifying positioning and future-proofing the company for a changing energy landscape. The result? Stronger perceived quality, clearer differentiation and a brand that employees and customers could recognise and rally behind.
Set up for success
But influence doesn’t come from branding alone. Anette explained how marketers build credibility internally by understanding sales, being commercially fluent and tying marketing activity directly to business outcomes.
“If you don’t understand how the money is made – or lost – you can’t expect marketing to influence strategy.”
The conversation resonated because it was honest. About ambition. About burnout. About the tension between purpose and profession. And about the reality that stepping into strategic influence often means educating on marketing at leadership level, pushing for clear value propositions and challenging the status quo.
As the discussion drew to a close, one thing was clear: marketing doesn’t become strategic by title alone. It earns that position through speaking up, asking for influence and claiming strategic space deliberately, rather than waiting to be invited to the table. And judging by the conversations that ensued, hopefully more marketers now feel encouraged to pull up a chair.
Learn more about our events here and follow us on LinkedIn for updates on the next one
As 2026 gets underway, many communications teams are opening their planning tools and thinking, “we should really look at that… soon.”
Resetting your PR strategy for 2026 doesn’t have to turn into a three-month internal project. With a few focused steps, you can move into the year with clearer insight, sharper priorities, and a PR plan that actually reflects where the business is heading.
1. Review your 2025 PR performance
Start with a clear picture of how your company showed up in 2025.
Review:
Share of voice in your core markets versus competitors
Tone of coverage (supportive, neutral, critical)
Key themes and messages: did the stories you wanted to tell actually land?
Geography and outlets: where did you gain the most traction?
This kind of overview makes it much easier to align PR activity with wider business strategy, something we prioritise in every PR audit and strategy we run for clients.
2. Look beyond traditional media coverage
Your reputation is shaped far beyond press articles.
In many industries, the conversations that really influence perception now happen through:
Podcasts and webinar panels
Conference stages and technical forums
Short-form video and explainers on LinkedIn
Local and industry networking formats
This includes initiatives like our Neon Nights and Morning Focus series in Stavanger, where marketing and communications professionals share ideas face-to-face, often generating just as much impact as traditional coverage.
3. Turn your website and press room into an AI-ready PR hub
By 2026, a growing share of professionals are asking questions via AI tools, not traditional search engines. Those tools summarise answers before showing links – and they rely heavily on sources that demonstrate clear, structured expertise.
For PR teams, this means your website and online press room need to work harder.
Focus on:
Updating your company boilerplate to reflect your 2026 strategy (not your 2019 org chart)
Refreshing leadership bios with current roles, markets and priorities
Making press assets easy to reuse: logos, images and fact sheets in one place
Structuring content with clear headings, summaries and FAQs so journalists and AI tools can quickly understand and quote you
The goal is simple: when someone – human or machine – asks “who can I trust on this topic?”, your official channels should appear first.
4. Build a simple PR calendar for 2026
You don’t need a complex system. Start with a single page that captures what you already know is coming this year:
Product launches, field trials or major project milestones
Financial results, ESG or sustainability reporting
Exhibitions and conferences (from ONS 2026 to niche geothermal or offshore events)
Internal milestones worth sharing externally, major hires, anniversaries, office moves
From our event and PR work, we see the strongest results when PR, marketing and sales align early around the same milestones.
Even a rough calendar gives you time to shape stories – not just announce them – and reduces last-minute scrambles when an important date suddenly appears “next week”.
5. Clean up media monitoring and alerts
Most communications teams aren’t short on information, they’re short on relevant information.
Early in 2026, take an hour to:
Refine keyword lists around real priorities (markets, technologies, competitors, partners)
Reset alert levels — weekly digests for most topics, instant alerts only for critical issues
Segment coverage into usable views (investor-relevant, customer-relevant, talent-relevant)
When we built weekly media intelligence for FourPhase, the goal wasn’t more news. It was insight that “read like a colleague who understands our deals”, something the team could act on every Monday.
6. Make your PR content easy to find and aesy to cite
If you want journalists, analysts and AI assistants to reference your company, your content needs to behave like a reliable source.
We’ve seen this work first-hand. For clients like FourPhase, building a library of specialist, well-structured insights has made their content easier for both engineers and AI tools to quote and reuse.
Here, depth beats volume. A small number of evergreen pieces that people bookmark and return to will do far more for your reputation than a steady stream of thin updates.
7. Set clear, simple PR goals for 2026
Once you’ve reviewed 2025, define a small set of PR measures that actually matter internally.
This might include:
Visibility of experts (quotes, op-eds, speaking slots)
Engagement with key insight content
Website traffic or enquiries generated from PR activity
The aim is to show how PR supports business strategy, not just how many headlines you generated. This is the same approach we take when running marketing and PR audits for new clients.
In Summary: a practical PR reset for 2026
A short PR “new-year reset” can give you:
A shared, fact-based view of your reputation after 2025
A website and press room that support journalists and AI tools
Amid year-end deadlines and project wrap-ups, marketing planning often gets pushed to January.
Well, it’s January now.
To ensure marketing supports growth in 2026, you must plan before the year slips away.
If you need a clear plan, here’s our guide to creating a proactive marketing strategy for 2026. It’s practical, structured, and designed to maximize your year ahead.
Start with Business Goals
Before diving into campaigns or content, connect marketing to the larger strategy.
What are the company’s goals for 2026?
Revenue targets
New markets
Operational changes
Internal priorities
Are any big-picture changes needed?
Updated positioning
A refreshed brand
Clearer messaging
New value propositions
What does the commercial team need?
Marketing should back tenders, agreements, key accounts, and sales pipelines—not act alone.
Any recruitment or employer branding needs?
Talent attraction is vital in energy, maritime, and technology. Marketing should support this.
Answering these questions ensures your plan is driven by purpose, not just momentum.
Audit 2025: Internally and Externally
Effective planning starts with evidence, not guesses.
Review:
Your Performance
What worked well?
What didn’t?
Did your campaigns impact the pipeline?
Where did engagement come from?
What does your website data show?
What did your sales team observe?
Did you receive client or prospect feedback?
Market & Competitors
Have competitor messages changed?
Did new players enter the market?
Are customers changing how they buy?
Are regulatory, ESG, or industry pressures affecting purchasing?
Is the market moving faster or slower than expected?
These questions turn speculation into clarity and ensure your plan reflects the actual environment.
Reassess Your Audience
Markets shift, and so do audience priorities and pressures. While your customer or job title may remain the same, their needs might not.
Consider:
Has your buyer changed?
Are new stakeholders influencing decisions?
What are their pain points for 2026?
How do they consume information?
Are your messages still relevant?
Strong marketing meets current needs, not just repeats last year’s assumptions.
Understand Your Budget Reality
Aspirations can be limitless, but budgets are not. You need a plan that fits your business reality.
Develop a plan for the budget you have (or can ask for) and ensure it’s achievable, not just theoretical.
Assess internal capacity and capability
Even the best plan fails without the right people, tools, and processes.
Ask:
Do you have the capacity to execute consistently?
Are your systems (CRM, CMS, analytics) suitable?
Are roles clear?
What should stay in-house, and what can be outsourced?
Where can specialist support help your team or speed up progress?
This step ensures your plan is strategic and executable.
Strengthen Your Owned Channels
Before looking outward, focus on what you control—your own channels.
Website: Does it reflect your capabilities? Is the content current? Does it support sales?
Social Media: Are your platforms active, consistent, and purposeful?
Email: Is your database clean? Are you communicating regularly?
Owned channels often deliver quick wins. In an AI-driven world, your website should serve as a credible content hub for visibility, authority, and search readiness.
Identify Opportunities Early
Visibility doesn’t happen by chance. It comes from planning ahead.
Look for:
Industry events and conferences
Speaking opportunities
Awards
Editorial calendars
Key product or company milestones
Partnerships or sponsorships
Mapping these out early gives your marketing team the lead time to create impact rather than scramble.
Build a clear, realistic content and campaign calendar
Consistency is key. Avoid the “we need to post today” rush. A calendar won’t write the content for you, but it will guide your messaging.
Your calendar should include:
Monthly themes or focus areas
Planned campaigns and deadlines
Events, milestones, and announcements
Content cadence for each channel
Ownership and responsibilities
This should be a tool for clarity, not rigidity. Stay flexible and adapt to business needs or new opportunities.
Align internal teams
A strong plan only works if everyone knows it exists.
Ensure:
Leadership agrees on priorities
Sales is aware of what’s coming and aligned
Subject-matter experts know when they’ll be needed
Everyone understands the purpose and outcomes
Effective marketing cannot happen in a vacuum. Company-wide support reduces bottlenecks and strengthens delivery.
Define How You’ll Measure Success
What does success look like? Discuss and decide upfront:
What you will measure
How often you’ll review it
Who is responsible
How insights will influence decisions
Success must be defined; otherwise, it’s just activity.
Make the Plan Usable
A marketing plan shouldn’t be a static document. It works best when it’s lived, used, and updated.
Create a framework that:
Helps you prioritize what matters
Aligns activities with business goals
Creates sustained momentum instead of reactive bursts
Provides structure while allowing creativity and adaptability
To make your 2026 marketing effective, not just busy, this is where it starts.
A Final Thought
January shouldn’t be spent debating whether to plan. It should be about putting a clear, agreed plan into action.
A solid plan gives you momentum from day one and keeps marketing aligned with business needs.
If you want support in shaping a structured, commercially aligned plan for 2026, we’re here to help.
Reach out, and let’s set your marketing up for its best year yet.
In 2026, LinkedIn’s content ecosystem looks very different. The old “algorithm” that once rewarded posting frequency, timing hacks, and superficial engagement has been replaced by something much smarter, an AI-powered recommendation and visibility system called Brew 360. This shift isn’t a minor tweak. It rewires how content gets seen, who it reaches, and what actions truly drive influence on the platform.
In this article, we unpack what Brew 360 actually is, why many old tactics no longer work, and how professionals and companies should adapt their LinkedIn strategy in 2026, with practical steps backed by expert insights.
What Is LinkedIn Brew 360?
LinkedIn’s Brew 360 isn’t just another algorithm update, it’s a comprehensive AI-driven content visibility system that interprets the meaning behind what people post, who they are, and who might genuinely care about their content. Unlike the legacy model, which mostly counted likes, comments and basic engagement signals, Brew 360 understands context, language, and professional relevance.
Under this system:
Content is evaluated for semantic relevance, not surface-level metrics
The system learns from your historical activity and expertise signals
Visibilityis personalized, not everyone gets the same treatment
Engagement quality (e.g., saves and thoughtful comments) matters more than quantity of reactions
In short, Brew 360 reads like a human editor, prioritizing clarity, relevance, and real value over tricks and shortcuts.
Why traditional LinkedIn tactics no longer work
Many professionals have noticed that impressions and reach are down, even for high-quality content. But this isn’t because LinkedIn is broken. It’s intentional. Brew 360 shows fewer posts to smaller but more targeted audiences, rewarding content that genuinely serves the right people.
Here’s what has changed:
Engagement and hacks are dead. Games like tagging long lists of people, posting at “magic” times, chasing likes, or using engagement pods are now actively detected and deprioritized. Brew 360 reduces visibility for content that feels forced or off-topic
Frequency doesn’t mean visiblity. Posting constantly no longer increases reach. Instead, the system favors focused consistency over sporadic bursts of volume. Quality is now the central signal.
Hashtags no longer influence content distribution. LinkedIn now identifies recurring themes across your posts to understand what you consistently talk about and who should see your content. Profiles and companies that focus on two or three defined areas of expertise achieve more stable and highly targeted visibility.
How Brew 360 actually works (behind the scenes)
According to LinkedIn experts and real user experience. reads more than your post. It examines:
Your profile information (headline, About, experience)
Historical posting patterns
What you engage with
Comment quality and conversation depth
Which audiences find your content valuable
Consistency shapes credibility
Posting tightly around 2–3 core topics helps Brew 360 understand your niche. This thematic consistency leads to more stable and relevant reach.
AI-generated or templated writing is penalized
Because the system detects patterns, generic or template-style content gets less visibility. Authentic, human language wins.
Saves and thoughtful engagement are high-value signals
When people save a post or engage with a meaningful comment, LinkedIn interprets that as long-term value. These signals significantly boost visibility and longevity in the feed
What this means for individuals
Under Brew 360, your LinkedIn strategy should shift from gaming visibility to building credibility and value. To succeed:
Engage in your niche consistently: likes and replies in your field signal relevance.
Align your content with your professional identity: make sure your headline, About section, and posts tell a cohesive story.
Focus on fewer, higher-impact posts:1–2 thoughtful posts per week beat daily shallow broadcasting.
Write clearly and teach something useful: explanations, frameworks, and lessons outperform generic observations.
Encourage thoughtful discussion: questions and reflections that spark real comments matter more than surface reactions.
What this means for companies
Company pages are especially impacted. Organic reach has declined because Brew 360 now prioritizes relevance at scale over broad visibility. To adapt:
Define your focus clearly: your company description and tagline are now key signals.
Create audience-specific posts: avoid generic updates for everyone; target content by sector or role.
Use visuals to clarify, not bait: charts and carousels perform best when they illuminate insights.
Leverage employee advocacy: early, thoughtful comments from internal experts amplify reach and credibility.
Invest in a proper Paid Advertising strategy to pair with organic publications
Organic visibility can still work, but it works differently: through relevance, precision, and coordinated engagement.
Seven strategic shifts you can apply now
Here’s a concise action plan based on expert insights from LinkedIn strategists:
Refine your professional narrative: make your expertise crystal clear in your profile and posts.
Pick 2–3 core topics and post consistently around them.
Write for clarity, not cleverness: avoid AI templates and buzzwords.
Encourage real discussions: questions that require thought signal value to the algorithm.
Focus on saves and long-term utility: craft posts people will want to bookmark.
Coordinate employee engagement thought-leading comments matter more than generic replies.
Pair organic content with LinkedIn Advertising for scale and frequency control
For professionals and brands who adapt early, Brew 360 offers a significant competitive advantage. For those relying on outdated tactics, visibility will continue to fall.
Want help mastering this new landscape? Stay tuned for our Project Neon guides on advanced LinkedIn strategy or contact us for a tailored audit.
The big wins are easy to see, but often, it’s the small things that matter most.
To celebrate the small things, we’ve picked our top moments from 2025 – giving us twenty-one little wins that shaped our year.
Because the small things add up – and they’re often the ones that tend to leave a lasting mark.
Summer party
Our 2025 summer party will live long in the memory. A luxurious boat cruise to the beautiful Lysefjord, complete with great company, food, beverages – and an obligatory dip in the fjord. Oh, and the weather was glorious. Stavanger at its very best! – Sven
Our office views
For those of you who have been inside our office, I’m sure you’ll agree that scoring the desk by the window is a win! Being able to breathe in the fresh ocean air and seeing the life of our small city buzzing throughout the day is my creativity booster. Combining that with Sven’s music and dry humour, Valentina’s laughter and Laura’s positive energy is the perfect formula for great days in the office throughout 2025. – Cathrine
TCO website
2025 was the year we delivered a brand new website for TCO. They now have a digital presence that matches their capabilities, supports commercial objectives, and strengthens their position in a competitive global market. – Sven
Mission Impossible campaign for Izomax
One of my standout professional moments at PN was leading the Mission Impossible campaign for Izomax. What made this especially meaningful was finding a client in the oil & gas space who had the courage to do something genuinely bold – a rarity in a traditionally conservative category. Collaborating with Moxie to bring the concept to life was incredibly rewarding, and the creative partnership pushed the work to a level I’m truly proud of. While budget constraints meant we couldn’t execute the full rollout as envisioned, the experience reinforced the value of brave clients and ambitious ideas, even within challenging industry contexts. – Valentina
Seeing our work out there
This isn’t something that can be attributed to 2025 alone, but it is something I love year on year – seeing our work in “real life”. Whether it’s driving past the Ocean Installer office and seeing the logo on their building, or strolling through an exhibition and getting eyes on a stand we designed. There’s true satisfaction when we see our work delivering as required. – Joe
International Propeller Club of Norway
Supporting IPC Norway as they established themselves in Norway has been a privilege and joy! The people behind the scenes are incredibly passionate, and we’ve truly enjoyed being their communication partner this year. A highlight was hosting them at our last Morning Focus event of 2025. – Cathrine
Practising what we preach
From consistent LinkedIn posts, regular website blog articles, launching our monthly newsletter to securing press opportunities for ourselves! The team have taken the challenge of boosting our own communication and smashed it! There’s always more to be done… but that’s what next year is for!! – Laura
Breaking even
Given my role, my eyes are always on the numbers and reaching break-even each year is a quiet but meaningful milestone. It’s a testament to the hard work done by the wider team and gives us confidence in the operational decisions made along the way. – Stephane
Developing the FOX Subsea website
Often part of our role is to help a company enhance and evolve their visual identity, but in this instance, FOX had a strong and distinctive brand… it just hadn’t been brought to life digitally. Taking inspiration from their exhibition stands, it was satisfying to align their digital presence with their physical one. A new website which fully reflected the strong identify they’d already created. – Joe
Working with Pio
For a few months this year I’ve worked full-time as a consultant at Pio, focusing on creating content for their marketing team. While I’ve missed the office, it’s been really nice to dive deep into one product. – Catarina
Reelwell milestone
Our long-standing client, Reelwell, signed a landmark contract with Vår Energi at the start of the year – marking the start of a multi-year deployment of their game changing DualLink technology on the North Sea. It was great to help communicate this to the industry, through press releases, photos and videos. – Sven
Laughter in the office
Maybe this is cheating, as it’s not one moment (!), but hearing laughter across our office is always something that makes me smile. Bringing together a team that works well together and gets on well is not always easy or achievable. But this year, this team has jelled both professionally and personally. A solid team that’s been a pleasure to work with. – Laura
Keystone customer testimonials video series
The Keystone customer testimonials video series was a deeply collaborative project, built for the client and with the client. It stood out as a moment where trust, co-creation, and strategic storytelling came together seamlessly. Working closely with the client ensured authenticity at every stage (from concept to execution) resulting in content that felt credible, human, and commercially effective. This project highlighted the power of partnership-driven work and remains a benchmark for how I approach client collaboration. – Valentina
The weekly check-in
One hour each week to take stock, share updates and plan what’s next. Nothing flashy, just a practical, productive and scheduled time in the week that is vital to keeping everyone aligned. Over the year, those small moments of structure make a big difference. – Stephane
FourPhase media
Calling Shell’s office in Trinidad and Tobago is not something we do daily. But for our clients we are more than happy to defy time zones and country codes. Especially when it results in a sign-off for FourPhase’s press release that later turned into several pieces of media coverage in top tier international news outlets.– Cathrine
Global Maritime – Custom Build for Offshore Wind Exhibition (London)
Collaborating with Joe and Full Circle on our first fully custom-built stand for Global Maritime at the GOW in London was another great moment. It marked a full end-to-end delivery (from strategic thinking through to physical execution) for a high-profile international event (Global offshore wind). Seeing the concept come to life on the exhibition floor, and witnessing the client’s response, was incredibly fulfilling and set a new standard for what we could deliver as a team. – Valentina
Feedback
Whether it’s a comment from a client, someone attending one of our events, or a message from a contact in the industry, feedback always lands with me. Not because it’s flattering (which it can be too! 😆), but because it confirms that the work is seen and resonating with people. A small but important signal that we’re doing something right. – Laura
Morning Focus
2025 was the year we jazzed up our popular Neon Nights event by adding a morning event for the early birds. So if you think coffee and presentations by industry frontrunners is the perfect start to the day, make sure you pencil in our next Morning Focus event on February 11th, 2026.
Media intelligence
Working with PR means I live and breathe news, so I loved putting together a new media product for our clients this year. It’s called media intelligence, and it offers a tailored round-up of industry and company specific news once a week. This helps the executive and business development teams stay up to date with the latest movings and shakings, and come prepared with all the latest updates to client meetings. – Cathrine
Julebord!
Nights out with the Project Neon team are always a highlight, but the Julebord (Christmas party) this year was spectacular. The views, the food, the company… stunning! As a remote member of team I’m always struck with how beautiful the city is at Christmas time. Strolling along the cobble streets, with the Christmas lights is always a highlight of the year for me and a great kick-off to Christmas. – Joe
Ending the year without panic
All businesses have ups and downs; Project Neon is no different. But this year I feel we’re ending the year with the business in full control – not always the case in an agency-style business. While we don’t know what 2026 has in store, the current sense of steadiness is something to be acknowledged and valued. – Stephane
The adoption and integration of AI tools have transformed how we find and engage with information. Generative tools are now embedded into our working lives, and “answer engines” are increasingly summarising results before a single website link appears.
Where SEO and search engine ranking once kept marketing teams busy, the goal has now changed. Today, the golden ticket is ensuring that AI draws information from your website and not someone else’s.
Let’s put this in context. Picture the scene: Erik, a production engineer in Stavanger, is tasked with finding an oil service company to manage solids on a high-rate well. He doesn’t turn to Google. Instead, he pastes the brief into an AI assistant because it’s faster than trawling through ten PDFs. The assistant returns a tidy plan with cost bands and citations. Erik now just needs to validate it – so he clicks on the source: ideally, your website.
This behavior isn’t fringe anymore. Official SSB data suggests that in 2025, more than half of Norwegians aged sixteen to seventy-nine used generative AI tools in the preceding three months. The habit is normalising.
Why this matters for your website
The shift in search behavior changes what your website needs to be.
It’s no longer enough to have a digital brochure that lists services and contact details. To be visible, and credible in an AI-driven world, your website must function as part of a larger digital ecosystem.
AI systems, and the humans that are steering them, reward companies that demonstrate expertise, structure, and accessibility. That means your website needs to do more than look good; it needs to work hard, feed your other channels, and actively support business growth.
From brochure to ecosystem
In a connected digital environment, your website, content, SEO, social media, campaigns, analytics, and even CRM or lead-generation tools need to work together to support business goals and build credibility.
In practice, this means a website should:
Act as the core hub for all digital communication
Integrate with other tools such as analytics, lead tracking, and social content
Support business development through structured content and clear user journeys
Reflect technical expertise while making it easy for clients to find what they need
Evolve with the company – not just visually, but strategically
A website should operate as an active business tool – capturing insight, driving engagement, and connecting every digital touchpoint to measurable outcomes.. Think active and purposeful. Not static or cosmetic.
The reality of the shrinking the click pool
With AI summaries now increasingly sitting above everything else, fewer people click through to the links beneath. That shift won’t reverse.
If clicks are scarcer, the winners are the sources which both assistants and humans perceive as authoritative. That means your best thinking and proof points must sit on your website. They need to be presented with clarity, structure, and evidence, so that your site is easy to cite and easy to trust.
When Erik scrolls past the overview and chooses a link, he’s looking for depth and decisiveness. Your job is to meet that intent: answer the question clearly, show your workings, and reduce risk with specifics (numbers, ranges, methods, standards).
Professionals aren’t wary of AI anymore; they’re wary of false claims. Your website exists to lower that risk with verifiable detail and practical guidance.
What to publish
You need to build a credible bank of relevant content.
Start with the questions your buyers keep asking.
Give credibility to your content through transparency and clarity – what to expect, how it compares to alternative options, typical pitfalls, and realistic outcomes.
If you make third-party references or claims, include a source link. If you’re including data, try to add a table, diagram, or chart – anything that turns a paragraph into a reference point. The goal is to make your page something an engineer would bookmark and an AI assistant would happily cite.
Optimise for SEO and AIO (AI optimisation): Traditional SEO still matters, but it’s no longer the whole story. You need to optimise both for search engines and for AI assistants that scan, summarise, and cross-reference your content.
Practical steps include:
Use clear structure: Break content into logical sections with descriptive H2 and H3 headings that mirror the questions your buyers ask.
Be intentional with keywords: Use natural, topic-relevant phrases in headings, introductions, and meta descriptions – not keyword stuffing, just clear signals.
Add context and connections: Include internal links to relevant case studies, product or service pages, and FAQs. This helps both users and AI understand how topics fit together.
Show who’s behind the content: Add author names, roles, and (where relevant) technical backgrounds. Expertise and accountability build trust.
Make it personal and current: When you publish the content, add a short intro when sharing it on LinkedIn or email, link back to the article, and include a “last updated” date on the page itself. Regular updates show that the information is maintained, not abandoned.
Think in answers, not slogans: Open sections with direct, concise answers to the question, then expand with detail, examples, and references. This mirrors how answer engines work. If SEO helps people find you, AIO helps AI understand and trust you. You need both.
3. Build depth, not just volume
A handful of strong, well-structured articles will do more for your digital ecosystem than thirty thin blog posts. Focus on:
Topics that sit close to your core services
Processes or decisions that carry risk or cost for your buyers
Areas where you genuinely have stronger insight than your competitors
Depth signals seriousness. It tells both humans and machines that you’re not just joining the conversation, you’re equipped to lead it.
4. Keep it alive
An ecosystem needs maintenance. Schedule periodic reviews of your key articles to:
Refresh data, examples, and standards
Add new case references or lessons learned
Retire or merge outdated content
This isn’t about chasing trends; it’s about making sure that when someone lands on your article – or an AI pulls from it – the advice still holds.
Turning your website into an ecosystem
For many companies, the gap isn’t ambition, it’s capacity. Teams know their website should be doing more, but time and resources are focused on operations, tenders, or delivery.
We work alongside our clients to help create content plans and develop consistent articles to support business ambitions and help share their story.
We started this process with FourPhase back in 2022, before AIO was even a concept. Today they have a bank of specialist insights – structured, searchable, and increasingly cited by AI tools.
In an AI-driven world, this is no longer a “nice to have”. It’s how your website earns authority. So if you haven’t already, move the mindset for your website from online brochure to online ecosystem, and let your expertise do the heavy lifting.
Who helps you find your way when you step into a new industry or move to a new location? On Tuesday 18th November we opened our office doors, ensured everyone had a a coffee in hand and explored how professional communities can make the “hard to crack” maritime industry feel more open, steerable (pun intended) and human.
Mari brings a career that stretches across energy and shipping, with international projects in Canada and South Korea. Today, she leads Equinor’s Shipping Operations department for oil and product tankers. Outside of work, she is an opera singer (we know, very cool!) and music enthusiast.
This blend of operational responsibility and creativity shaped the tone of the session. Inviting others in the room to join the conversation, the morning became collective exploration of how to best connect and help each other professionally.
What do you think? Are opportunities shaped by proactiveness alone, or do we also need a bit of luck to meet the right people at the right time?
Community as a career catalyst
Mari described shipping as an industry that can feel insular and closed in from the outside. Much of what really matters lives in trust, long-term relationships and informal networks built over time. For people arriving from other sectors or countries, entry into the Norwegian maritime industry can feel more like decoding a culture than applying for a job.
Professional networks, she argued, are one of the most effective ways to bridge that gap. Rather than being purely about “contacts”, they create visible, low-threshold arenas where people can meet on equal terms.
A morning gathering, an evening event or a club meeting can be a first step into conversations that would never happen in a formal interview setting. Over time, these encounters translate into insight into who does what, where decisions are made, and which challenges the industry are grappling with.
The power of networks
Mari described shipping as an industry that can feel insular and closed in from the outside. Much of what really matters lives in trust, long-term relationships and informal networks built over time. For people arriving from other sectors or countries, entry into the Norwegian maritime industry can feel more like decoding a culture than applying for a job.
This is one of the reasons Mari chose to get involved in The International Propeller Club of Norway. The vision of IPC Norway is to build a network across the maritime sector, not just traditional shipping. That means bringing together people from ship operations, ports, energy, services, finance, law and technology, and giving them a shared arena to share experiences and perspectives.
In the end, what Mari highlighted is something many of us recognise but rarely articulate: careers don’t grow in isolation. They grow through people – the ones who answer questions, open doors, and make a new landscape feel navigable.
In a sector where trust and access shape opportunity, networks help level the playing field, especially for those stepping into something new.
That’s exactly why we’re going to keep creating spaces like Neon Nights and Morning Focus. Places where conversations spark, ideas move, and connections turn into opportunities.
If you haven’t joined us yet, consider this your invitation!
In 2025, Norwegian oil and gas investment has remained at high levels as operators mature new field developments and sustain drilling activity across the Norwegian continental shelf.
According to Statistics Norway, total oil and gas investments are expected to peak at around NOK 275 billion in 2025, before easing slightly to around NOK 230 billion in 2026.¹
At the same time, Norway is accelerating investment in green and efficient shipping, reinforcing maritime activity as one of the nation’s most significant export arenas.²
Government initiatives such as the UK–Norway Joint Strategic Partnership (2024) and the Green Industrial Partnership (2025) highlight Norway’s commitment to collaboration and cross-border innovation — drawing on global learning to fast-track the green transition and the path to net zero.
This blend of large-scale offshore projects, ambitious decarbonisation goals, and high public expectations for transparency makes Norway unlike any other market. Decisions made in Oslo, Stavanger or Bergen often ripple into European energy conversations and shape the agendas of international events like Nor-Shipping and ONS.
For international energy and maritime companies, success in Norway isn’t simply about entering the market – it’s about understanding the values that shape it.
Credibility here is built on openness, technical integrity, and a clear commitment to safety and sustainability.
That’s the purpose of “This is Norway”. We’ve created this guide to help brands communicate in a way that resonates with Norwegian audiences and aligns with local expectations.
For almost 10 years we’ve been supporting international energy and maritime brands. As a Norwegian company, with an international team, we combine deep local understanding with global marketing expertise.
