Wolf Oil Corporation, a leading independent manufacturer of advanced lubricants in Europe, used Kontent.ai’s headless CMS as a single source of truth to manage content across 14 languages. By separating content from presentation and automating translation workflows, Wolf Oil Corporation streamlined localization and reduced manual work. They can now deliver accurate, up-to-date content to local markets much faster than before.
With more than 70 years of experience, Wolf Oil Corporation is a leading independent manufacturer of advanced lubricants in Europe. Known for their deep expertise and specialized focus solely on lubricants, Wolf Oil has built a reputation for delivering high-quality products and long-term value to their customers.
As the company grew and expanded into new markets, managing their content across multiple languages became more complex and time-consuming with their legacy system. To keep pace with their evolving needs and support future growth, Wolf Oil began looking for a more flexible and efficient content management solution.
Before moving to Kontent.ai, Wolf Oil was using a legacy CMS that offered limited flexibility for their evolving needs. The user interface was complex to navigate, and day-to-day tasks like updating content or publishing across multiple country sites often required significant manual effort.
Publishing content was especially time-intensive. Preparing, reviewing, and publishing content updates took longer than expected, and the CMS made it difficult to get a clear overview of what was going live. This led to a lack of visibility and less confidence in the final output.
Managing country-specific content also presented challenges. The marketing team needed the flexibility to tailor content to local markets, but the previous setup meant customizing content for each region often involved duplicating pages or taking multiple manual steps. Over time, this process felt increasingly time-consuming and difficult to scale as the company expanded.
These challenges signaled a clear need for a more modern and flexible approach, one that could better support the demands of a growing, multilingual content operation.
With support from their implementation partner, Delaware, Wolf Oil kicked off a renewal project to find a content management platform that could meet both marketing and technical needs. The team was looking for a solution that would simplify publishing, improve content visibility, and make localization workflows more manageable. The CMS also needed to be scalable and reliable, with strong APIs and integration capabilities to reduce the manual work required from the development team.
From a technical perspective, Kontent.ai stood out early in the evaluation. As Frederik Heremans, Lead Software Engineer at Wolf Oil Corporation, explained, “I looked into the documentation and the philosophy [behind headless]. What I like as a technical person is the focus on content rather than visuals. Managing content is one thing—how it looks might change over the years, but if the content base is solid, that’s what matters,” and added: “On top of that, it’s a cloud solution. It’s reliable. You have good APIs and webhooks.”
These technical capabilities helped Wolf Oil feel confident that the Kontent.ai platform can meet their expectations for scalability, automation, and long-term stability.
The team at Wolf Oil began the project with a clear vision and early design drafts already in place. They worked closely with their implementation partner, Delaware, to align that vision with what was practical to build. Through a series of workshops, they reviewed the design concepts and translated them into a flexible, realistic content model. Delaware’s structured and pragmatic approach helped clarify what was technically feasible and kept the project moving forward.
While about 30 percent of the existing website content was migrated, the majority needed to be created from scratch. The refresh was not only about updating the design but also involved rethinking the messaging. This led to a significant rewrite of both the copy and the layout. The new approach gave the team an opportunity to better reflect their brand and support their evolving content strategy.
As part of the broader redesign, Wolf Oil focused on integrating Kontent.ai into their wider digital ecosystem. Several integrations were implemented during the project to ensure content could move smoothly between systems and stay consistent across channels.
One key example is how product data is now handled. Rather than storing this content directly in Kontent.ai, the product information is pulled from the company’s product information management system (PIM). This setup ensures high data quality and allows the team to react quickly to changes. As Frederik explained: “If a specification or product model changes and we need to update something on the site, we can now do it the same day.” He continued: “In the previous CMS, we had to collect everything manually and import it, which meant it could take up to a week just to update a product. That’s crazy when you think about it.”
Another important integration supports managing the extensive location data for sales points across multiple countries. Wolf Oil’s customers often provide these lists as Excel or Word documents, and entering all that information manually would take a lot of time. To address this, Wolf Oil’s internal team developed a custom tool that connects to Kontent.ai’s APIs to automate importing and processing this data into a CMS.
As Frederik explained, “Most of the time, customers send us an Excel file with addresses, phone numbers, and location details. By using the APIs in a smart way, we can automate these big imports ourselves, and within an hour, the information is live on the website. We did save on manpower there, because no one has to type all that in anymore.”
In addition to these internal tools, the team integrated Kontent.ai with external systems like TransPerfect to streamline the company’s complex translation workflows.
When managing content in 14 different languages, like Wolf Oil does, keeping everything organized can become a challenge. With the help of Kontent.ai, their team maintains full control over all multilingual content throughout their translation process:
This real-time status tracking inside Kontent.ai allows the team to monitor progress seamlessly, eliminating the need for manual check-ins. As a result, their manual workload is reduced, making it easier to handle complex content across many languages while maintaining accuracy, especially important for technical product information.
Building on the seamless management of multilingual content, Wolf Oil also leverages Kontent.ai to enhance their e-commerce experience, ensuring that promotional messages are clear, localized, and engaging for customers across different regions.
For Wolf Oil’s e-commerce platform, Kontent.ai plays a key role in localizing user interface elements such as buttons, menus, and product labels, making sure they display correctly in all supported languages.
Beyond UI localization, Kontent.ai helps tell the story behind each promotion. While the technical setup of promotions—like a simple “buy 10, get 1 free” offer—is managed in their ERP system as a simple value, Kontent.ai adds the rich content that brings these promotions to life.
The platform stores banners, descriptions, and the supporting text that explain each offer in the right language to the right audience. When a customer logs in and qualifies for a promotion, the system displays the relevant content, helping marketing and sales teams across regions communicate the offer clearly and in a way that resonates locally.
At Wolf Oil, both the IT and content teams each appreciate different benefits from working with Kontent.ai.
For the IT team, the focus is on stability and peace of mind. They no longer have to worry about system maintenance, security, or uptime. As Frederik put it, “From a technical point of view, we have less work on our side—in terms of infrastructure, security, and uptime—we don’t have to manage any of that ourselves.” He added, “We’ve never had an issue with uptime or reliability in the last few years.”
For content creators, the ability to reuse content without duplication stands out the most. With Kontent.ai, the team can customize content based on country, but instead of creating separate pages for each market, they can adjust parts of a shared page to fit local needs. For example, a banner might appear only in Italy, while another is exclusive to France, with the rest of the page shared across regions. This approach helps them avoid managing hundreds of separate content items.
The team also appreciates that the content is kept separate from layout and design. This separation means visual updates can be made without rewriting or re-entering any content. The content remains intact and simply adopts the new design, making updates faster and less error-prone.
Since switching to Kontent.ai, Wolf Oil has seen meaningful improvements in how their teams work. One of the biggest shifts is how much easier it is to create one-off landing pages, especially for country-specific campaigns or short-term events. In the past, setting up a temporary page was difficult enough that teams often had to rely on workarounds outside the main website.
These pages can now be created directly within their existing structure, instead of relying on separate tools. “With Kontent.ai, now it’s possible,” said Frederik. “Before, it was really hard. Now we can do it within the structure of our content model, and that’s a big relief.”
The team also sees better engagement on the website. They’ve noticed more visitors exploring pages, searching for products, and interacting with the content. At the same time, there’s been a drop in email questions like “What product should I use?” or “Where can I find this information?”, a sign that the structure is clearer and the content is easier to navigate. As Frederik noted, the improvement is a combination of better content, a more intuitive structure, and the overall success of the website project.
Reflecting on their move to Kontent.ai, one takeaway stood out for the team at Wolf Oil: focus on the content first.
Frederik shared that one of the most valuable realizations during the project was the benefit of separating content from its presentation. Instead of designing and writing the content at the same time, they’ve learned to start by capturing the content itself. While the shift requires rethinking how things are done, it’s a change that’s worth it in the long run. “If you’re more visually oriented, like a marketing or design person, you want to see and tweak things, so [the change] isn’t easy. But to make the content truly scalable, it’s a better approach.”
This change in mindset helped the team build a content model that’s easier to manage and reuse across languages and formats. While it requires rethinking the usual process, it’s a shift that makes work with content more sustainable in the long run.
For Wolf Oil Corporation, the move to Kontent.ai was not just a platform change. It marked a shift in how they approach content and laid the foundation for more scalable, flexible, and efficient digital experiences in the years to come.
From a technical point of view, we have less work on our side—in terms of infrastructure, security, and uptime—we don’t have to manage any of that ourselves.
Frederik Heremans
Lead Software Developer, Wolf Oil CorporationWith Kontent.ai, create content once, then publish it anywhere, all from one enterprise content management system. Explore the CMS solutions that help our customers get the most out of their most strategic asset: content.
