Wärtsilä: building an award-winning content hub
Between 2017 and 2021, Wärtsilä built out its digital publishing presence to move beyond product promotion. Operating as external editorial lead through Spoon Finland, I helped set up a newsroom publishing desk connecting technical topics to global trade shifts and decarbonisation. The platform won at the Swedish Content Awards and earned citations across mainstream media and academic research—leading to expanded work with Wärtsilä Marine and Wärtsilä Energy in a working relationship that continues to this day.
Editorial Lead, Senior Writer, Project Manager & Multimedia Producer
2017–2021
Delivered via Spoon Finland, the creative & strategic communications agency
WHERE WE STARTED
When Wärtsilä launched its content hub in August 2016, the business faced four practical problems:
- Corporate promotion vs real substance
Wärtsilä wanted to earn trust across the maritime sector, but standard marketing brochures and sales pitches were not pulling readers in.
- Highly technical subject matter
Marine engines and power equipment are niche subjects that rarely attract attention outside procurement teams.
- One-off updates
Relying on sporadic press releases meant readership dropped off quickly between major product launches.
- Missing the bigger picture
The company's engineering topics were isolated from the larger conversations shaping the industry, like shipping policy and decarbonisation.
How I helped
I guided the strategic direction of the hub while handling the hands-on writing and multi-format production:
- Story pitching and newsroom setup
Tracked global industry trends, pitched story ideas directly to Wärtsilä’s teams, and brought in freelance journalists to cover complex topics.
- Research and long-form writing
Interviewed Wärtsilä’s technical experts alongside external industry leaders to write white papers, feature articles, and opinion pieces.
- Scripts and multimedia production
Wrote scripts for videos and podcasts, working directly with film crews, video editors, and sound engineers across print, web, video, and audio.
- Publishing workflow and project management
Coordinated with Wärtsilä’s digital team to match stories with social media campaigns, while keeping project timelines and client management on track.
Multi-format showcase
Short-form & field video
Scripted reportage and field videos, translating heavy engineering into human stories for digital channels.
Twentyfour7 print magazine
Wrote deep-dive feature articles for physical publications produced for C-suite stakeholders and international trade fairs.
Articles
Journalistic feature writing and technical white papers published via the central news desk, covering decarbonisation, clean energy, and various macro trends.