Most companies don’t pay much attention to their FAQs, they’re often hidden on help pages, lost in PDFs, or scattered across the website.
But what if your FAQs were as organised and effective as your product catalogue? They could bring in more website visitors, help your support team answer questions faster, and even get your business ready for the AI future.
This is exactly what Bergene Holm, one of Norway’s leading wood manufacturers, accomplished with Bluestone PIM. Here’s how they elevated their FAQs and why this approach is worth considering for anyone exploring new ways to leverage Product Information Management (PIM).
How Bergene Holm Uses Bluestone PIM the Traditional Way
As one of Norway’s leading wood product manufacturers, Bergene Holm uses Bluestone PIM to manage over 6,000 SKUs. Their setup includes:
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Seamless integration with NOBB and their website
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Automation of product updates
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Centralised storage of environmental and sustainability data
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Improved support through access to consistent, complete product content
For them, Bluestone PIM acts as the single source of truth streamlining workflows and improving collaboration across teams. But this is not the only way the company is using the capabilities of the Bluestone PIM system.
You can read their full story here:
Case study: Bergene Holm
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Scaling Wood Products, Smarter
Bergene Holm turned to Bluestone PIM to simplify product data management and boost digital performance. Now, their team works smarter — with automated updates, better collaboration, and centralised sustainability data.
A New Use Case for PIM: Managing FAQs Like Products
Challenge: FAQs were scattered, hard to update, and even harder for both customers and support teams to find.
Solution: Treat every FAQ as its own “product” inside Bluestone PIM. Each FAQ got its own attributes: a question, a precise answer, categories, filters just like a real SKU.
Result: A central, structured FAQ repository, built for speed, accuracy, and omnichannel delivery.
The project involves building a central repository of ~300 FAQs, each one managed directly in Bluestone PIM. But this isn't just about organisation. Each FAQ is structured with its own attributes: a clear question, a precise answer, categories, and filters. It’s treated just like a product.
Why? To unlock the power of search, and not just for Google, but also for LLMs like ChatGPT or Perplexity. Structured, high-quality Q&As help systems understand and return reliable answers.
Why This Matters: Real Benefits for SEO, Support, and AI
Each FAQ is optimised not just for humans, but for machines too. Having rich, structured content means better visibility in search results. And because answers are consistent and reliable, AI tools like ChatGPT are more likely to reference them accurately.
Managing this content in PIM makes it easier to apply metadata, link to related assets, and maintain a clean taxonomy. All things that help content surface where it matters.
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One Source of Truth for Support Teams
This isn't just about external users.
Internally, the FAQs will serve as a go-to source for the customer support team. Instead of chasing down answers across emails, PDFs or outdated help docs, the team will get consistent, approved responses straight from PIM.
That means fewer conflicting answers, less training time, and quicker resolutions.
Connected CMS and Smarter Web Experience
The company’s Umbraco CMS is integrated with Bluestone PIM, so FAQ content flows directly to the live website. Their digital agency is handling the integration, which was rather straightforward since other SKUs were already fully integrated. This approach gives them agility: updates in PIM reflect instantly online, without redundant workflows.
Flexible Where It Matters: Keeping the Quiz in CMS
Not everything needs to live in PIM. A product selection quiz, designed to help customers choose cladding, is being kept in the CMS. The reasoning is simple: quizzes need flexibility and user logic that doesn’t always align with rigid product structures.
By keeping content modular, the company is tailoring tech to fit use, not the other way round.
And here’s where Bluestone PIM stands out: it’s composable by design. That means it doesn’t force you into a rigid system or fixed setup. Instead, it works alongside whatever tech stack you already have. APIs make integration straightforward, whether you're syncing with a CMS, ERP, or marketplace.
Feedback From the Field: Independence and Ease of Use
Line Klaastad Hasle, who manages the website content in PIM, praised Bluestone PIM’s usability. Her team runs most of it independently, without heavy reliance on external consultants. That speaks to the system’s clarity and the value of choosing a platform that internal teams can actually manage day to day.
One of the best things about this PIM system is that we can manage most of it ourselves. I conferred with my colleagues as well and that's one of the things that I think we all agree on. We’re glad to have the freedom and flexibility within Bluestone PIM to manage most of our product data needs ourselves. It’s very straightforward.
Ready to Reimagine What PIM Can Do?
Managing FAQs in a product-like structure may seem unusual at first but it’s a smart way to future-proof content for search, AI, and internal teams. With structured data, clean taxonomy, and easy CMS integration, this project shows what happens when companies treat their knowledge with the same care as their products.
Want to see more creative PIM use cases?
Read the full Bergene Holm case study or book a demo to see how Bluestone PIM can help you centralise, automate, and elevate your product - and content - experience.
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