Nick Colthorpe
Nick Colthorpe 7 August 2023

How to Create More Content in Less Time (Clue: There’s More to it Than AI!)

Thrive in the high-stakes world of content creation! This article distills insights from Canto's 2023 Digital Content Report, spotlighting paths to turn pressure into productivity. Uncover transformative strategies that promise more than just survival, but triumph in the relentless content generation race.

Everyone is feeling the pressure to create more content in less time and with fewer resources, but we face plenty of challenges.

Content experts Mike Lacey and Ariana Keil from Canto cover these challenges and  how to solve them in a new webinar, available here. They share easily actionable tips on how to produce more content more efficiently, best practices for scaling content production, and how you can maximise the ROI of your content strategy.

There is no hiding from the fact that the pace of content creation and consumption is getting faster. Creators and marketers are expected to do more and more and more. The rise of generative AI as a tool to help us develop content is only set to up the stakes.

Gleaning Insights from the State of Digital Content Report 2023

According to Canto’s State of Digital Content Report 2023, 72% of businesses will produce more content in 2023 than in 2022 and with fewer resources. That’s nearly three-quarters of businesses currently ramping up content production but with the means to do this being at a par or less. In the same research, 85% of marketers said they’re under pressure to create and deliver content more quickly.

Many organisations have aggressive business growth goals, and in times of economic uncertainty and with challenging targets to be met, creating more quality content faster is imperative. Bringing campaigns to  market is contingent on having the content to support it.

Canto’s report identified that a third of those who produce 20+ pieces of unique content per month saw a significant increase in content ROI. In other words, content volume fuels ROI.

For lots of businesses, there is a gap between content production and pipeline demand – a failure to produce enough quality content for target audiences at a scale that drives leads and sales. The demand for content is there but often small teams and small budgets restrict what’s possible.

With only so many hours in the day, when trying to develop content to keep up with demand and consumer consumption you may feel like you’re falling short or that you’re on a never-ending treadmill.

Budget constraints preventing more outsourcing, plus personnel challenges, are typical – especially across smaller teams often remote working. And disconnected technologies – various platforms which don’t all talk to each other – make it difficult to scale content strategies and risk disconnected content in a range of locations.

For most businesses, digital content is spread across unorganised hard drives, servers and cloud storage solutions. This leaves teams working in chaos and operating in silos without access to approved brand assets. 

These issues compound and limit the impact that your content can have in the marketplace. Inefficient workflows mean loss of productivity, leading to a lag in time to market. All the while creativity suffers due to lack of collaboration. 


You don’t have to fall short of demand or leadership expectations. Wanting to create more content with limited time and budget may seem like a pipedream, but there are several straightforward steps you can take to create more content regardless of the size of your organisation. 

Turning Challenges into Opportunities

In their webinar, Mike Lacey and Ariana Keil cover the 10 ways to squeeze more content out of your day (without having to skip lunch, work late, or hire more content creators!).

With plenty of actionable advice and tips, they dive into the following step-by-step process:

  1. How to start with a strategy
  2. Performing a content audit and centralising everything
  3. Repurposing larger pieces of content
  4. Repurposing smaller pieces of content
  5. Remixing your content
  6. Utilising templates
  7. Collaborating with other people
  8. Collaborating with other… machines
  9. How to curate content
  10. Leveraging integrations and automations within your technology stack

Knowing how to create content with less resources and time, and understanding how to maximise the ROI of your content strategy, means you will be able to build a strong content plan for your business.

To learn more, check out the webinar: 10 Ways to Create More Content in Less Time.

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