Role
Content marketing
How many times this year have you reworked the same material into a post, a newsletter, a slide and a page description? There is one message and five forms - and each needs an evening of its own.
Intro call
Four questions we would start with
How many times do you rework the same material into another form?
If every topic lives in five versions, four of them are rework - rework that demands full attention while adding no new thought.
What do you put off first when time runs short?
Usually the research and the editing. What is left is production - which is exactly the part that, without the other two, produces content that is correct and empty.
Where does material go after publication?
If it is nowhere, you will write it a second time a year from now, because nobody will know it exists. A content archive is a theoretical concept in most companies.
How long does a topic take from idea to publication?
At two weeks you are reacting to what was topical two weeks ago. That is not a problem with the team, it is the number of hands at the production stage.
We take over producing the variants, you keep the thought
Researching sources, the first draft and turning it into channel formats can be taken off the desk. What we have to say and whether it is true stays with the team.
- We do not write for you, we assemble the starting material. - The first version is built from your sources and in your language. Editing is a person's work and we do not pretend otherwise.
- The brand voice is written down, not assumed. - The rules of the language, the words we do not use and the ones that are ours - that is input material, not something the system is meant to guess.
- Nothing publishes itself. - Every channel variant goes through editing. That is the one point where the saving is most tempting and takes its revenge fastest.
Scope
What can be taken off content work
Nineteen example tasks. Each one has a human approval point. Below is a selection, and the scope we fit to your process.
Research and source material
- Collecting the sources for a topic, with links and dates (judgement of credibility: the editor)
- Pulling the facts and figures out of them with their origin given
- A summary of what you have already written on the topic
- Catching contradictions between sources (settled by: the editor)
- Preparing an outline for approval
The first version of the text
- The starting draft from the outline (edited by: the specialist)
- Proposed titles and standfirsts to choose from
- Shortening or expanding a passage to a given length
- Pointing out passages with no cover in the sources
- Checking it against the brand language rules
Channel variants
- Turning the material into a post, a newsletter, a description and a script (approved by: the specialist)
- Fitting the length and the form to the channel's requirements
- Headline variants for a test
- A set of quotes and passages to use separately
- The list of graphics and material needed for publication
Consistency and reuse
- Detecting a divergence between what we say now and what we said before
- A list of material older than a year needing an update
- Pointing out topics that come back in questions and have no material
- A summary of which material actually works and which was produced and vanished
A day's work
Today
- Research takes half a day and ends in browser tabs
- The first version starts from a blank page, usually in the evening
- Reworking for four channels is four separate sessions
- You do not know whether you wrote about the same thing two years ago
- Material disappears from view after publication
- When things pile up you publish what is ready rather than what matters
With AI assistance
- The sources are waiting, collected, with dates and links to check
- You start from an outline and a starting draft, not from a blank page
- The channel variants are produced together, and you edit them
- You can see what you have already written on the topic and what can be refreshed
- The archive suggests what needs updating
- The decision what to publish goes back to what matters, because production stops being the bottleneck
- The team's capacity
more topics with the same people
reworking into channel forms stops taking as long as writing
- A consistent brand voice
the material sounds like one company
the language rules are written down rather than passed on verbally to new people
- Speed of publication
you react while the topic is current
the road from idea to publication loses the production stage
- The life of a piece
content works longer than a week after publication
the archive suggests what to refresh instead of waiting to be forgotten
We start with one format and one channel, not with the whole calendar.
- Step 1
We write down the brand voice
We take a dozen or so of your best pieces and pull the rules out of them: sentence length, our own words, forbidden words, how we open. That document is needed whatever else happens - the team does not have it written down today anyway.
- Step 2
One format, full editing
We pick one recurring format and run it end to end, with every text fully edited. We judge how much actually has to be rewritten.
- Step 3
Channel variants
Only once the main material is good do we add turning it into channels. This is the stage where the time saved becomes visible.
- Step 4
The archive and consistency
Searching what you have already written and detecting divergences. It works only once several dozen pieces have been through the process.
Common questions
Questions that come up at the first meeting
Does this mean we no longer need a content team?
You need it for what it was needed for in the first place - deciding what is worth writing about at all and in what voice. What is taken off the desk is the variants, the rework for other channels and keeping it consistent, which is reproductive work. A team not doing that by hand serves more channels with the same people, instead of choosing which one to drop this month.
Does this fall under the AI Act?
Producing marketing content is not a high-risk use. The duty to label generated content also covers text, but only text published in order to inform the public about matters of public interest - the criterion is the purpose of publication, not the medium. Marketing material edited and put out under your editorial name does not fall under it. Separately, what applies to every rollout applies here: AI literacy among the people using the system.
Still have a question that is not here? Book a call
Next step
How many of your topics never happen because there is nobody to produce them?
We will show you what editorial work looks like when reworking for channels stops eating the time meant for thinking.