From zero to market without a marketing team
For a lean business, content marketing can feel like a uphill task. This case study shows our solution: a multi-objective content plan engineered for strategic efficiency and manageability.
Juggling Growth with Daily Operations
For a new business, the challenge is clear: how to market the business while also managing the daily demands of the operation. We need a strategy that can tackle a highly competitive landscape and is also simple to manage and deploy.
Getting Strategic about Multi-Tasking
Our strategy is to engineer a single, cohesive content plan where every asset is designed to achieve multiple objectives to varying degrees:
- Build awareness in the market;
- Demonstrate our strategic expertise to potential clients;
- Test our audience’s content preferences; and
- Be simple and efficient to manage internally.
This approach transforms content from a series of disconnected tactics into a unified, hard-working business tool.
Our Multi-Objective Content Solution
To begin, we develop a variety of assets with different content angles and observe what resonates with our audience in real time. This is an evidence-based approach that replaces marketing theory and assumptions with real-world data.
A selection of different content types created to test various strategic messages. This agile approach allows us to gather data and refine our communication based on audience resonance, not just marketing theory.
To ensure manageability, every core piece of content is designed as an adaptable strategic asset. A single insight from a long-form case study, for example, is repurposed into a LinkedIn post, a short video script, or a key point in a client presentation. This “create once, publish everywhere” philosophy ensures that a single stream of effort can fuel multiple communication channels.
This panorama is adapted into a slideshow for LinkedIn (shown here) and also into a video for Facebook, Instagram and TikTok. This ensures brand consistency while maximising the reach and efficiency of our content efforts.
Results & Ongoing Learnings
The immediate result is a coherent and strategic content plan that is both manageable and effective. The long-term goal is a reliable, evidence-based engine for growth.
The core lesson is this: for a lean business, a smart executional strategy is the key to successful content marketing. It’s not about creating more content; it’s about making your content do more work.