How a SaaS Team Cut Content Costs From £450 to £2
Webinars were one-and-done. Converting a single recording into blog posts, LinkedIn content, and ebooks cost £450 and took 2 weeks through external contractors.
[Redacted | Global SaaS Company]
1,890/yr
Hours Reclaimed
£54.5K
Cost Saved
Tech Stack
Before & After
Cost Per Webinar Repurpose
Production Turnaround
The Gap
Every webinar this SaaS company ran was a one-time event. Turning a single recording into blog posts, LinkedIn content, and ebooks cost £450 and took 2 weeks using external contractors. By the time the content was ready, the audience had moved on and the momentum was lost.
For a 3-person marketing team, this was unsustainable. They were paying a manual tax on every event just to get the content into the right formats.
The real cost went beyond the contractor invoices. Every webinar had insights worth sharing publicly, but the window for that closes within about 48 hours. By the time content was ready, nobody cared. The team was paying £450 to be late to their own conversation.
The Build
The webinar already contained everything needed. The problem was turning it into multiple formats quickly. We built a content repurposing pipeline using Make.com and the OpenAI API.
As soon as a recording is finalised, the pipeline triggers automated transcription. Then it feeds the transcript through structured prompts that generate 3–4 blog articles, a week’s worth of social posts, email snippets, and ebook drafts at the same time.
We didn’t replace the marketing team. We gave them 90%-finished drafts instead of blank pages. They review, adjust the brand voice, and publish. Drop a recording in, get an entire marketing campaign out.
The human review step was non-negotiable. We built a system that kills the blank page, not one that publishes on its own. Drafts go to the team for brand voice review before anything goes live. The AI does the structural work. The team does the editorial judgement. That split is why the content actually sounds like them.
The Result
Cost: Production dropped from £450 per webinar to under £2. The contractor spend disappeared.
Speed: Content that took two weeks is now ready in minutes. The team publishes while the webinar is still fresh, and the engagement numbers show it.
Capacity: Across 4–5 runs per month, we returned 1,890 hours per year to the 3-person team, roughly £54.5K in saved capacity. They now spend that time on campaign strategy instead of managing freelancers.
Scale: One event now fuels the entire marketing calendar for a month: blog, social, email, ebook. No additional headcount.
There’s a knock-on effect here too. More consistent publishing led to higher follower growth, which increased webinar registration, which made each repurposing run more valuable.
The Bottom Line
Most companies have hours of recordings gathering dust. We built the pipeline that puts them to work. Drop a recording in, get a month’s marketing out. Cost went from £450 to under £2. Turnaround went from weeks to minutes.
Want Results Like These?
Book a 15-minute call and we'll map your highest-ROI AI opportunity.