By Kim Leary
The short version
- Content gets planned as a list of separate pieces, not as one idea told many ways. And turning one piece into ten takes design time nobody has.
- Three divisions, one voice, and eight templates the team could use themselves.
- Your best work does one job, once, and then sits on the website.
- Most teams try to keep up by making more. That’s the problem, not the fix.
- Plan each piece as one idea with many outputs, and give your team templates that turn one into ten, on brand.
- Three phases over four weeks, invoiced by phase, each with its own price.
A case study takes weeks to get signed off. It goes on the website, gets one LinkedIn post and is never seen again. The webinar, the event talk, the long article the MD spent a weekend on: same story. Meanwhile the team starts every Monday with a blank page and a calendar to fill.
One marketing lead told us it physically hurts her how much content gets wasted. Her designer is so busy producing that she has no ideas left.
Why it happens
Content gets planned as a list of separate pieces, not as one idea told many ways. And turning one piece into ten takes design time nobody has.
Every format needs designing: the carousel, the one-pager, the email, the sales slide. Without templates and a system, each one is a new job. So it doesn’t happen, and the team goes back to making something new instead.
What it looks like with a system
Three divisions, one voice, and eight templates the team could use themselves.
Bis Henderson has three divisions that needed to sound like one business. We built the system behind the brand and handed over eight templates, so the team has something to start from instead of a blank page.
LearnPro Group had several brands, teams and priorities to bring together. Their marketing director, Nicola Marston, put it this way: “They’ve brought in sensible, scalable processes that made a complex project feel straightforward.”
What it’s costing you
Your best work does one job, once, and then sits on the website.
What doesn’t fix it
Most teams try to keep up by making more. That’s the problem, not the fix.
“We need more content.” You need more people to see the content you’ve already got.
“Repost it as it is.” The same post twice isn’t reuse. Each channel needs its own version.
“Let AI turn it into posts.” Without your brand and templates, you get generic graphics and copy that sounds like everyone else.
“Hire another designer.” More hands making things by hand. The bottleneck is the system, not the people.
What fixes it
Plan each piece as one idea with many outputs, and give your team templates that turn one into ten, on brand.
Content and campaigns plans your content in clusters: one in-depth piece for each decision your buyer makes, with the supporting pieces planned from the start, so every article, case study and talk has a life after launch.
Brand assets and design systems builds the templates that make it possible: social formats, one-pagers, case study layouts and deck slides with your messaging built in. Set up with AI tools so one piece becomes a full set in an afternoon, on brand. From £2,800 + VAT per phase, or we run it for you from £1,800 a month.
How the system gets built
Three phases over four weeks, invoiced by phase, each with its own price.
- The marketing system, week 1. One facilitated day to agree who you’re for, what they’re struggling with and why you’re the answer. This is what every piece gets built from.
- The asset pack, weeks 2 to 3. Custom icons, illustrations, diagrams and patterns, each designed around a message, so nothing you reuse looks like stock.
- The design system, week 4. Up to 12 social formats and 6 pieces of collateral, such as a case study, sell sheet and deck master, with your messaging built in. AI and Canva are set up and tested until the output is right first time, and your team gets one recorded training session.
All three are £9,950 + VAT. Then you run it yourself, or we run it for you from £1,800 a month.
Keep reading
- Content without an opinion is just more of the same
- What are brand assets?
- AI is in your objectives. Now what?
Questions
Plan each piece as one idea with several outputs, such as a post, a carousel, a one-pager and a sales slide, and use templates so each format doesn’t need designing from scratch.
Yes, if it’s set up with your brand, messaging and templates. Without them, it produces generic versions that don’t look or sound like you.
Far more than once. People need to see a message many times before it sticks, and most never saw the first post.
The ones you make every month: social formats, a case study layout, a one-pager or sell sheet, and a deck master. They work best with your messaging built in, so the team is filling in an idea, not designing a layout.
Yes. The templates and assets are built around the identity you already have. Plenty of businesses have a logo that’s fine and nothing underneath it, which is the most common reason things drift.
Free resource
Build the business case. Work out what your wasted content is costing you, and what a system that reuses it is worth, before you ask the MD.
The one thing to do next
Content and campaigns
Content planned as one idea with many outputs, so every article, case study and talk has a life after launch.
