The challenge
Loomwise had built a respectable content operation — a content lead, a freelance writer, and a contract designer. Total cost: ~£8,400/month (~$10,500/month). Output: 6 articles/month, ~30 social posts, occasional newsletter.
When the lead resigned, James (Head of Growth) used the gap to ask whether the existing structure was even right. He brought in Skelinx for a 90-day pilot.
Our approach
We mapped Loomwise's existing content operation onto our service catalog. The pilot used:
- AI Content Writing — Advanced: 15 articles/month
- Graphic Design — Standard: 25 creatives/month
- Email Marketing — Standard: 4 campaigns/month
- Add-ons: Dedicated Account Manager, Monthly Strategy Workshop
Total: $2,800/month base + $500 in add-ons = $3,300/month. Down from $10,500.
The execution
The first 30 days were heavy on systems work. We rebuilt their topic-cluster strategy, audited 80+ existing articles for refresh opportunities, and shipped a brand-voice playbook tuned for Loomwise's slightly dry, founder-led tone.
By day 45 we were producing 12 long-form articles a month — double the previous cadence — with consistent SEO optimization and internal linking. Design output kept pace. The newsletter went from sporadic to weekly.
The savings came from compression, not corner-cutting:
- AI handled first drafts; our editors handled brand voice and final polish
- A single creative system meant the designer wasn't reinventing each piece
- Strategy was concentrated in monthly workshops instead of dispersed across daily Slack chatter
Results after 6 months
- Content production cost dropped from $10,500/month to $3,300/month (-64%)
- Article output doubled (6 → 12/month)
- Organic search traffic grew 143% over six months
- Three articles ranked top-3 for previously-uncontested keywords
- Newsletter went from monthly to weekly with no quality drop
What James said
"Our content calendar used to be a Google Sheet that nobody updated. Now it's a machine. The team treats Skelinx like an in-house function — without the overhead."