Effective Content Development on a Budget – It Is Possible!

As a content developer, I love to find other companies that get content right. It took me a while to realize that I had the perfect example right in front of me!

My husband, Colin, works for a local knife manufacturing company called Medford Knife and Tool (MKT). They specialize in creating 100% American-made, high-quality, military and tactical knives and tools. Not only are they considered one of the best, most unique knife manufacturers in the world; they also create remarkable, engaging, and relevant content.

Greg Medford started MKT by himself in mid 2011. Since then his shop has tripled in size, his staff has grown to six, and they are selling out of their product before it’s even produced. I remember when Colin started working there in April of 2012 – I was the 500th person to like them on Facebook. Today they have 4,243 likes. If that’s not a testament to the success of their content development strategy, I don’t know what is.

MKT uses these five important steps in its content creation:

1. Quality – The first rule of content creation is “quality should always come first.” Not only does MKT write well; they offer high-quality (accurate, interesting) information about their shop, their industry, and their product.

2. Engaging – Engaging you audience is just as important as offering them quality content. If they’re not engaged they won’t stay, and they certainly won’t be drawn back. MKT’s content specialty is their online videos. From Greg’s easy tone and blunt personality to the amazing bond obvious among his team, MKT has mastered the art of engaging their audience. They give demonstrations and shop tours, they hold contests, and they even broke out one of Colin’s truck windows to demonstrate how tough their knives are. That video was a big hit!

3. Relevant – Yes, engaging content can also be relevant. MKT knows their audience very well and knows what they want. Every piece of content they create is relevant for their target audience, whether it’s about their shop or their industry.

4. Frequency – It is crucial to stay fresh in the minds of your audience. MKT has at least one Facebook post every day. Whether it’s a comment, a video, or a photo, they have a constant stream of information going out. It keeps their customers engaged and gives them an opportunity to feel like they are a part of the MKT family.

5. Interaction – We also call this joining the conversation. Don’t just engage people; engage with people. MKT works hard to build and maintain relationships with their fans and customers. Greg and Colin are always available online to answer questions, reply to comments, and interact with their fans and customers. They check Facebook regularly throughout the day, even outside shop hours (many TV shows have been paused for this in our house).

MKT is a shining example of a company that has successfully built and maintained a content development strategy from the inside. It can be an overwhelming task at first but I encourage you to create a plan and follow these five steps; you can make it happen on any size budget!

**Since I started writing this blog 20 minutes ago, MKT added another like to their Facebook page – putting them at 2,244 likes.

Written by

In addition to her de facto role as office chef, Michaella is Castelazo Content’s in-house content creator. Her job is to create the remarkable, engaging content that helps our clients grow their businesses.

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