How a Utility Company Cut Content Creation Time by 80%
80%
reduction in time to content creation
Dozens
of content creation hours reclaimed weekly
Higher
GTM campaign velocity and brand awareness
Overview
A North American utility locating company had deep internal expertise and almost no efficient way to publish it. We built a voice model that changed that, cutting content creation time by 80% and unlocking a GTM pipeline that had stalled for months.
The situation
A North American utility locating company had no shortage of internal expertise. Their subject matter experts understood the industry at a level most competitors couldn’t match, but that expertise was locked inside people’s heads. Turning it into published content at the volume their GTM plans required was slow, labour-intensive, and dependent on whoever had capacity that week. The content that did go out didn’t always reflect the depth of knowledge the team actually had.
The approach
We built what we call a voice model: a custom GPT trained on the language, tone, and perspective of one of their senior internal SMEs. The model produced content based on their unique writing style and voice. That voice model became the engine behind their content operation. Social media posts, thought leadership op-eds, and video scripts all ran through it, with the team handling final review and publication, keeping humans in the loop.
Key finding
The team didn’t need more content writers. They needed a faster way to put the expertise they already had onto the page.
What changed
Time to content creation dropped by 80%. The team recovered dozens of hours per week they’d previously spent briefing, drafting, reviewing, and revising from scratch. GTM campaigns that had stalled for lack of content support moved forward on schedule.
The outcome
The company published more content, more frequently, and at a higher quality level than before. Brand awareness improved in their target market, and they received direct commendations from key clients on the strength of their thought leadership output.