Maximizing Content Creation On a Small Budget
Overview
We partnered with a client to develop a cost-effective content strategy aimed at enhancing their online presence. By leveraging a single piece of content to generate multiple outputs across various platforms, we demonstrated how a small business can establish a robust content presence without straining their budget.
Challenge
The client required consistent, engaging content to build awareness and maintain a regular online presence. Although they had previously produced some content themselves, it was sporadic due to a busy schedule of managing their business, training for professional qualifications, and nurturing leads. Furthermore, budget constraints compounded their challenges. After a few conversations, we decided that the best approach would be to creatively repurpose original content thereby limiting input and maximising output and impact.
Strategy and Implementation
1. Client collaboration - In order to fully leverage the budget, the client actively participated in the content creation process by conducting their own research and providing detailed briefs. This collaboration ensured that the content was aligned with the client’s goals, whilst reducing the Bright Lights time and resources required for information gathering.
2. Monthly article production - each month, we produced one comprehensive article designed to be in-depth and versatile. This approach allowed us to repurpose the content in different formats across various platforms, maximising its value and effectiveness.
3. Content repurposing - the monthly article served as a foundation for multiple formats. We extracted key points, quotes, and statistics to create 3-4 engaging social posts each month. Additionally, we posted the article on the client’s website, and then as a LinkedIn article and newsletter, ensuring broader reach and engagement.
4. Visual content creation - to enhance the impact of the content, we developed visuals such as infographics and quote graphics based on the article's content. These visuals were designed to capture the audience’s attention and quickly convey key messaging.
5. Nurturing leads - at the outset of our collaboration with the client, we centred our efforts on promoting a high-value free resource they offered to their target audience. This resource is gated and used to facilitate a structured pathway for our client to engage with potential leads.
Results
The strategic approach of creating and repurposing content has proved highly effective. The client successfully achieved a consistent online presence and engaged their audience with diverse content formats - all without exceeding their budget. In doing all of this the client has seen traction which has further developed into valuable connections and leads.
Key takeaways
Efficiency in content production: Focusing on a single, versatile piece of content each month allowed us to maximise output while minimising spending for the client.
Collaborative approach: Involving the client in the ongoing campaign research and briefing reduced time and costs.
Strategic repurposing: Breaking down a single article into multiple content pieces allowed for greater reach and impact across different platforms.
Visual enhancement: Supplementing written content with visuals increased engagement and made the content more versatile and shareable.
This case study demonstrates how thoughtful planning coupled with client collaboration can lead to a successful content strategy that delivers results within a limited budget. Budget 1 day per month.
If you’re interested in learning more about how we could help you on a smaller budget please reach out via LinkedIn or the contact form on our website here.
Please Note: We specialise in supporting B2B businesses