How one interview became eleven posts
An hour with a bike mechanic, a 2,400-word draft and the month we cut from it (sample).
One interview, a month of content.
You talk to us for an hour about your work. We write the long article, mark the passages worth repeating and cut them into newsletters, posts and short clips for the month.
Larkhill Content (sample) writes for workshops, shops and service firms in and around Springfield.
Why a bike comes back for its second service
Draft 2 for Orchard Cycles, from a one-hour interview (sample)
Most bikes that come back for a second service were set up badly the first time. The frame is rarely the problem; small adjustments are.
Newsletter lead
180 words
Chris Hale has run Orchard Cycles for eleven years. Every spring he sees the same three faults: stretched brake cables, gears that slip under load and tyres run soft.
New cables settle in the first weeks of riding, so a ten-minute check after the first month saves most of them.
LinkedIn post
1,200 characters
Squeeze the brake lever: if it touches the bar, the cable has stretched. Turn the barrel adjuster half a turn and try again.
Clip script
40 seconds
Pillar article, 2,400 words. Three marked passages, eight pieces in the month (sample).
Content services
Four things we make, all from the same source: an hour of you talking about your work. Every service has a fixed from price.
Content strategy
We interview your customers and your team, map the questions people ask before they buy, and plan ninety days of topics.
- Six customer interviews
- A topic map by buying stage
- A 90-day plan you can run without us
Pillar articles
One recorded interview becomes a long, useful article in your voice, written to answer the question your customers type into search.
- 2,000 to 3,000 words
- Two rounds of changes
- Photos briefed or sourced
Newsletters
A short lead from the month’s pillar, three useful links and one question to your readers, so replies keep coming.
- Written and set up in your email tool
- Subject lines tested in pairs
- Replies summarised for you
Video and social
Scripts and short clips cut from the interview, with captions written for each channel instead of one post pasted everywhere.
- Four to eight clips a month
- Captions and on-screen text
- Scheduled in your accounts
Example prices.
Pasted into the month
The three marked passages from the draft above, cut and placed across four weeks with the pillar article itself. Highlighted lines show where each piece came from.
Week 1
Tuesday, blog
The pillar article
2,400 words
Thursday, newsletter
Why your bike comes back
180-word lead
“Most bikes that come back for a second service…”
Week 2
Tuesday, LinkedIn
The ten-minute check
1,200 characters
“a ten-minute check after the first month…”
Friday, short video
Squeeze the lever
40 seconds
“Squeeze the brake lever…”
Week 3
Monday, Instagram
Three spring faults
Six slides
Thursday, blog
Your questions about cables
900 words
Week 4
Tuesday, newsletter
Readers ask, Chris answers
350 words
Friday, report
What was read and shared
One page for you
A Standard month for Orchard Cycles (sample): one interview, eight pieces and a report.
How a month runs
1
Interview
One hour by video call or at your place. We bring the questions; you bring the stories only you know.
2
Draft
The pillar draft reaches you within five working days, written from the recording in your words.
3
Mark up
We highlight the passages worth repeating and tag each with its channel and length. You can add or strike any.
4
Cut and schedule
Each marked passage becomes its own piece, rewritten for its channel and booked into the month.
5
Report
A one-page report on what was read, opened and shared, and the topic for next month’s interview.
Interviews are recorded and transcribed; the recording stays yours.
Work for clients
Three clients, three sources. Each row shows what we started from and what came out of it (sample results).
Bike workshop
Orchard Cycles
A servicing interview with the owner became the pillar article on the hero of this page, and a spring of posts.
Source piece
Interview, 2,400 words
Pieces cut from it
11 pieces
Result
Service bookings by email up from 9 to 23 a month (sample)
Garden centre
Fernhill Nursery
A seasonal planting guide written with the head grower, reissued every quarter with new cuts.
Source piece
Planting guide, 3,000 words
Pieces cut from it
14 pieces
Result
Newsletter readers from 400 to 1,150 in six months (sample)
Kitchen joinery
Kiln Yard Joinery
A recorded walk round the workshop turned into a buyer’s guide to timber and a set of short clips.
Source piece
Workshop walk, 1,900 words
Pieces cut from it
9 pieces
Result
Two kitchen enquiries a month name the guide (sample)
“I talked for an hour about brake cables. Two months later people were quoting my own sentences back to me in the shop.”
Sample client
Owner, Orchard Cycles
Monthly retainers
Starter month
One interview, one pillar article, five cut pieces
$1,800
Standard month
One interview, pillar article, eight pieces, two newsletters
$3,400
Studio month
Two interviews, two pillars, video clips and social
$6,200
Single pillar article
No retainer, two rounds of changes
$950
Strategy sprint
Two weeks, customer interviews and a 90-day plan
$2,400
Example prices. Retainers run month to month with thirty days’ notice.
Every month includes
- A named editor who reads everything before you do
- Your sign-off before anything is published
- All recordings, drafts and files in your name
- A one-page report with real numbers
From the journal
Mark up a draft before you cut it
Why we print the pillar article and read it with a pen before planning any posts.
Plan a content month on one page
Four weeks, a handful of channels and one source: the board we use for every client.
Tell us what your customers ask you
Send a short note: what you sell, who buys it and where you publish now. We reply within two working days with a time for a first call (sample).
- The first call is free and takes thirty minutes
- No contract longer than a month