The Create-Once-Use-Many Method

July 6, 2021 | Articles

Creating a brand new advertising campaign can sometimes seem daunting to small businesses and entrepreneurs, as it can be an expensive and time-consuming process. Understanding the true value of an investment in a creative campaign and how to make the most of each piece of work is crucial but often overlooked when partnering with a traditional advertising agency. 

At Mill + Co., one of the most useful processes we use to expand a company’s investment is the “create-once-use-many” method. This means finding ways to repurpose and build on already-existing content. You can extend the usage of a photoshoot, social media template, or document by templatizing and standardizing the content that you create. Not only is this practice extremely efficient for workflow, but it is cost-effective as well. 

For content such as photos from a photoshoot (which can cost up to fifteen thousand dollars), it is cost-effective and efficient to apply the create-once-use-many process to make the most of the large, upfront investment. That photoshoot can provide images to be used on many platforms such as Facebook, Instagram, LinkedIn, YouTube, and brand websites. By doing so, the one-time cost of the photoshoot now has had a substantial reach to all potential customers across these platforms and has increased the value of the initial investment. 

Not only does this method stretch your existing content, but it also creates a format and a cadence that makes your brand’s social media platforms more accessible and easy to navigate. Creating a greater number of posts to increase cadence and creating posts in a repeating or similarly-designed format makes your social media pages more cohesive and appealing to your audience and will keep your brand top of mind.

By increasing the initial investment value by stretching the content further, clients will see the value in investing in future campaigns. The create-once-use-many method allows for the creation of a greater number of more cohesive content to be posted to various platforms and helps you and your clients get the most out of your time and money.