Everything ICT is a procurement framework serving the UK education sector and wider public sector, helping schools, colleges, and public organisations navigate ICT procurement simply and compliantly. Like many specialist organisations, their marketing function was lean — one person responsible for all content, communications, and channels, supported occasionally by the wider management team.
The Challenge — One Person, Not Enough Hours, and Content That Didn’t Always Sound Right
Before Marketing Buddy, Everything ICT’s marketing lead faced a problem that will resonate with anyone running a solo comms function in a specialist sector.
Without a background in procurement or the UK education sector, producing content that felt genuinely knowledgeable — without sounding stiff or generic — was a constant challenge. Getting the tone right took time. Getting subject matter right took even more. Blog articles, which required careful research and fact-checking, had to be routed through the wider team before they could be published — and with everyone busy, that process alone could take over a week.
The result: a handful of blog posts per term, content that wasn’t always consistent in tone across channels, and a marketing lead spending 6–8 hours a week just to keep things ticking over.
They’d tried public ChatGPT. The output was useful in places, but it felt clunky and obviously AI-generated — requiring significant editing before it sounded anything like Everything ICT’s voice.
The Solution — Marketing Buddy Trained on Everything ICT’s Own Content
Everything ICT deployed Marketing Buddy through the KnowledgeFlow™ platform, training it on their website content, past blog posts, and external resources from the education procurement sector.
The setup was fast. Within a week of making a few adjustments to the system prompts to dial in the right tone of voice, the marketing lead was working with usable first drafts — content that sounded like Everything ICT, not like a generic AI tool.
Marketing Buddy is now used primarily for blog articles, customer-facing FAQs, buying guides, and internal resources — the content types that previously consumed the most time and required the most cross-team input.
The Results
The impact has been measurable across every dimension that matters.
Time saved: around 5 hours every week. That’s time the marketing lead has reinvested into strategy, audience development, and finding new ways to improve reach and engagement — work that had previously been crowded out by the volume of content production.
Blog output doubled. Everything ICT has doubled the number of blog posts published each term. The week-long production process — brief, research, draft, team review, edit, publish — has been compressed dramatically now that Marketing Buddy produces a confident, on-brand first draft.
Nearly a dozen additional resources created. Buying guides, FAQs, and internal guides that simply wouldn’t have been possible before now exist — content that adds genuine value for Everything ICT’s audience and would have been beyond the team’s capacity to produce without Marketing Buddy.
LinkedIn engagement up 20%. With consistent tone, higher quality content, and more frequent publishing, engagement on LinkedIn posts and blog pages has increased by around 20%.
Social media traffic to the website more than doubled. The combination of more content and better content is driving significantly more visitors from social channels to the Everything ICT website.
In Their Own Words
“Marketing Buddy has transformed our content. It’s saving us hours each week, helping us sound like us, and driving real engagement with our audience.”
On what they value most: “It’s like having an expert content writer on hand. Knowing what sources it’s using also means we can trust the information we’re publishing.”
And on recommending it to others: “It’s helped us save time, improve consistency, and produce content we feel confident publishing.”
Everything ICT’s experience reflects what Marketing Buddy delivers for any organisation running a lean communications function in a specialist sector — more content, better content, produced faster, and consistently on brand.
See how Marketing Buddy works or book a demo to see what it could do for your organisation.