Relevant, targeted content for Lidl

Overview and challenges

Lidl wanted to strengthen the digital presence of its own beauty brand, Cien, with optimised and relevant content. The initial challenge was to structure a content strategy that combined informative rigour, accessible language, editorial differentiation, and SEO best practices. The collaboration was extended to other areas of the brand’s business, with the aim of increasing digital relevance, brand authority, and consumer engagement.

Solution and results

• Strategic content planning: definition of priority topics, alignment with the brand’s communication objectives, and integration of SEO best practices.

• Monthly editorial production: exclusive content for Lidl’s website in the Cien, Baby and Child, and DIY areas, with rigorous research, contact with specialist sources, and information validation.

• Interviews and testimonials: collection and editing of contributions from experts and consumers to enrich the articles and add authenticity to the brand’s message.

• SEO and content structuring: assessment and application of relevant keywords, with content structured for search engine optimisation and scannability.

• Graphic design and visual content: development of infographics, animated graphic videos, and e-books, creating visual assets that complement and enhance the user experience.

This collaboration enabled Lidl to strengthen the value of its own brands, increase organic visibility, and provide useful, informative content tailored to the needs of its audience.

This project also demonstrates Webtexto’s ability to adapt its editorial rigour to mass-market audiences, producing accessible, well-researched, SEO-optimised content for one of Portugal’s largest retail brands.

Discover how our e-books and guides help strengthen your brand’s digital presence and deepen its relationship with its audiences.