Key Results
BACKGROUND
Mahlkönig is a premium German manufacturer of commercial coffee grinders, with a strong reputation amongst baristas and café operators worldwide. As one of the most respected names in the industry, the brand had built significant offline authority, but its digital presence hadn’t kept pace with the growing influence of online research in the B2B buying process.
CHALLENGE
Mahlkönig’s digital presence was heavily reliant on branded search and seasonal demand, leaving it exposed to distributors who were consistently outranking the brand for its own commercial grinder range. A lack of top-of-funnel content authority meant B2B buyers, café owners, procurement managers, and hospitality operators were discovering third-party sellers and industry forums before ever reaching Mahlkönig directly. The brand was losing visibility and influence when it mattered most: during the early research phase of the buying cycle.
OUR APPROACH
We shifted away from a product-first content model
Developed a persona-led strategy
We mapped the specific challenges and questions of B2B buyers across the entire grinder lifecycle, from initial research through to post-purchase support
SEO-driven content
Using SEO-driven content briefs built around Google's E-E-A-T principles, we created a programme of authoritative, audience-first blog content designed to position Mahlkönig as the definitive expert voice within the commercial grinder ecosystem.
Every stage of buying journey
Content was structured to intercept buyers at every stage of their decision-making journey, with topics spanning grinder selection, maintenance, workflow efficiency, and the broader world of specialty coffee.
RESULTS
The numbers speak for themselves:
The results delivered clear, scalable growth
Year-on-year blog clicks grew by 194%, establishing Mahlkönig’s owned content as a primary discovery channel for B2B buyers.
Google visibility grew by a huge 27% while 33% of overall website traffic was driven by this content alone.
The strategy also had a measurable impact on Mahlkönig’s growing presence in AI-driven discovery. Share of voice within the coffee grinder ecosystem climbed 2.5% – an increasingly important signal in the evolving search landscape.
UP NEXT
CLIENT
Mission
Bonmarché have a very sophisticated SEO and PPC offering and wanted to ensure that they were making the most out of traffic driven to their site.
Read StoryResults
INCREASE IN CONVERSIONS
results
INCREMENTAL REVENUE DRIVEN