The brief
Owned media is the cheapest lead source there is, and the one most businesses abandon by month three. Publishing consistently is a job nobody has time for.
So it publishes from a codebase, not a CMS. A new piece costs almost nothing, and one script change updates the whole title.
What we built
- A static generator producing every page from structured content, so a template change updates the whole title at once
- A large book-summary library — dozens of business titles distilled into consistent, skimmable formats with their own index
- Free tools as the front door — calculators and checklists that are useful before anyone hands over an email address
- Automated publishing — scheduled drafting and deployment, with indexes, feeds and sitemaps regenerated correctly every time
- Capture and nurture — a lead magnet wired to a welcome sequence and a segmented audience
- Video — scripted and generated with a UK voice, so the written library has an equivalent on the channels that prefer it