Industry-leading digital publisher Future Plc faced a significant challenge: scaling content production across its giant library of global brands, including TechRadar, Tom’s Guide, GamesRadar, and CreativeBloq.
With an expansive array of topics, including tech, gaming, finance, business, education, videography, photography, and AI, they needed a highly skilled writing team to meet their content needs.
Our Solution
To address this challenge, Eleven stepped in with a comprehensive recruitment strategy. Our goal was to recruit, onboard, and train writers in large-scale recruitment campaigns, divided up into cohorts to ensure our evaluations were both comprehensive and timely.
Each writer was to be rigorously vetted for topic expertise and writing skill in a multi-stage and multifaceted recruitment pipeline we’ve spent years developing. As applicants move through stages, the candidate pool is reduced in an iterative fashion until only the top 2-3% of candidates remain.
Implementation
By drawing on our existing database and hiring additional writers in cohorts, we were able to start providing writers to Future within days of initial contact while also scaling at a steady pace.
Working closely with Future, we provided comprehensive training and onboarding for each of the writers and for each brand. This freed up Future’s internal team to focus on strategy and growth, rather than losing time dealing with multiple contracts and payment terms.
We also assisted with creating briefs and added professional editing and uploading to CMS as additional services to ensure consistent quality and scalability. These briefs enabled our writers to produce content at scale without sacrificing on each brand’s individual objectives, while our editors played a crucial role in maintaining standards, rigorously reviewing each piece to ensure it met the exacting standards of Future Plc and its readers.
Results
The impact of our collaboration with Future Plc was significant. With our team's support, Future Plc successfully scaled its content production across multiple brands without compromising on quality. At the peak of our collaboration, our writers were producing more than 300,000 words per month across multiple brands.
The diverse expertise of our writers meant that each brand received content that was not only well-written but also deeply informed and engaging for their specific audience.
Our ability to quickly deploy additional writers on demand also provided Future Plc with the flexibility to respond rapidly to changing market trends and reader interests. For example, during Black Friday and the Christmas period, we supplied Future with additional topic-expert writers, contracted on simple day rates. This enabled certain brands to significantly increase their output during these critical commercial periods.
Conclusion
Our partnership with Future Plc showcases the benefits of meeting large-scale content production challenges with agility and expertise. By assembling a diverse team of topic-expert writers and focusing on efficient and effective workflows, we were able to significantly scale content production for Future Plc, driving engagement and growth across multiple brands.
