Content Marketing and Video
Plan content with pillars and clusters, script short and long videos, repurpose one piece into many and measure the cost per lead.
What you will learn
- How content pillars and topic clusters connect content to your offer
- A simple four-part script structure for teaching videos
- How repurposing lowers the time cost per content piece
- How to calculate cost per piece and cost per lead from your own time
Explanation
Content marketing means publishing useful material (articles, videos, guides, podcasts) that helps your niche, so that people find you, trust you and later buy. It is not about publishing as much as possible; every piece should connect to a customer problem your offer solves.
Pillars and clusters
A content pillar is a main topic area that matches part of your offer, for example "invoicing for translators". A topic cluster is a group of smaller pieces around that pillar ("rates per word", "invoicing clients abroad", "payment reminders"), all linking to one in-depth pillar page. This structure builds on the SEO lesson: it helps search engines and readers see your expertise on one subject. Three to five pillars are enough for a small business.
Video basics
Video shows your face, voice and way of explaining, which builds trust faster than text for many viewers. A simple structure for a teaching video:
- Hook (first seconds): name the problem or result so the viewer knows the video is relevant.
- Context: why this matters and who it is for.
- Steps: the actual teaching, shown concretely, one idea at a time.
- Call to action: one next step, for example a free checklist that requires an email sign-up.
Practical rules of thumb: clear audio matters more than an expensive camera; add subtitles, because many people watch without sound and subtitles also help viewers who are not native speakers; use only music and images you have the right to use, and check the licence terms. Long-form video (several minutes or more) suits detailed explanations and search on video platforms; short-form video (usually under a minute, vertical format) suits quick tips and reaching new viewers. Platform rules and formats change, so check the current specifications before you produce.
Repurposing
Repurposing means turning one main piece into several formats: a long video becomes an article, three short clips, a newsletter and a few social media posts. The research and thinking are done once, so each extra format needs much less time.
Measuring content
Your time is the main cost. Give it a value per hour (what you could earn otherwise, or what a freelancer would cost). Then: cost per piece = total hours × hourly value ÷ number of pieces and cost per lead = total cost ÷ new leads. A lead is a person who has shown interest and given you a way to contact them, usually an email address.
Worked example
Hypothetical example: Lena values her time at €30 per hour. One 10-minute teaching video takes: script 1.5 h, recording 1 h, editing 3 h, publishing 0.5 h = 6 h. Cost: 6 × €30 = €180 for one piece.
With repurposing she adds: one article (1.5 h), three short clips (1.5 h), one newsletter (0.5 h) = 3.5 h extra.
| Video only | Video + repurposing | |
|---|---|---|
| Hours | 6 | 6 + 3.5 = 9.5 |
| Cost | 6 × €30 = €180 | 9.5 × €30 = €285 |
| Pieces | 1 | 6 |
| Cost per piece | €180 | €285 ÷ 6 = €47.50 |
Over three months she publishes 12 such packages: 12 × €285 = €3,420 of time. Her email tool shows 60 new sign-ups linked to this content. Cost per lead: €3,420 ÷ 60 = €57. Excluded: software, microphone, and any sales those leads produce later. She now has a benchmark to compare with paid advertising (lesson 7).
Common mistake
Practice activity
On paper: you write one in-depth article in 5 hours and value your time at €25 per hour. You repurpose it into four social media posts (2 hours total) and one newsletter (1 hour). (1) What is the total cost and the cost per piece? (2) If this package brings 20 email sign-ups, what is the cost per lead? (3) Write a four-part script outline (hook, context, steps, CTA) for a short video based on the article.
Show solution
(1) Hours: 5 + 2 + 1 = 8. Cost: 8 × €25 = €200. Pieces: 1 article + 4 posts + 1 newsletter = 6. Cost per piece: €200 ÷ 6 ≈ €33.33. (2) Cost per lead: €200 ÷ 20 = €10. (3) Example: Hook "Your client abroad has not paid? Check these three invoice details." Context: invoices to EU clients need extra details. Steps: client VAT number, the correct note on the invoice, the payment deadline. CTA: "Download the free checklist."
Limitations: assigning all sign-ups to one package is a simplification; people often see several pieces before they sign up.
Key takeaways
- Organise content into a few pillars with topic clusters linked to a pillar page
- Structure teaching videos as hook, context, steps and one call to action; prioritise clear audio and subtitles
- Repurposing one main piece into several formats lowers the cost per piece
- Value your time to calculate cost per piece and cost per lead, and use them as benchmarks
Next step
In the next lesson you will learn how to use social media to distribute this content honestly and measure what it brings.
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