Jonathan Björkman is a Digital PR and content specialist who works with Paligo on earned media, content writing, and AEO/SEO.
About
Jonathan works with B2B SaaS companies and global brands on digital strategy, AI-implementation, SEO/AEO, and earned media. Before working with Paligo, he led campaigns at Verve Search, a multi-award-winning SEO agency in London (2017–2020). He is based in Gothenburg, Sweden, and holds a degree in Fashion Business (Marketing & Communications) from Istituto Marangoni, London. His work has been featured in Dagens Industri, BBC, and The Globe and Mail.
What’s your background in content and documentation?
I’ve spent most of my career figuring out what makes a piece of writing earn attention, whether that’s search visibility, journalist pickup, or executive credibility. Working across PR and SEO taught me that great content isn’t just well-written, it’s well-structured. That’s what drew me to Paligo: the idea that how content is built under the hood matters just as much as what it says on the surface. Like metadata and that kind of stuff.
What’s your favorite Paligo feature and why?
More than any single feature, it’s the single-sourcing philosophy behind the whole platform. We’re entering an era where AI systems are pulling from your content whether you like it or not. If that content is scattered across disconnected docs, wikis, and PDFs, you’ve lost control of your own narrative. Paligo gives you one authoritative source that everything feeds from. I think the world needs that more than most people realise right now.
How do you see AI and automation changing technical documentation?
AI is making content cheaper to produce but harder to trust. The real challenge isn’t generation, it’s governance. Companies that treat their documentation as a structured, authoritative source of truth will be the ones whose content gets picked up by AI systems and cited reliably. The ones that let quality drift will find their content ignored or misrepresented.
Outside of work, Jonathan hunts for vintage hi-fi gear with that warm BBC monitor sound, and spends a probably unhealthy amount of time experimenting with what’s actually possible to build with AI.
