To find unique subject matter expertise beyond the C-suite, interview engineers and technical staff. They possess nuanced, in-the-trenches knowledge of customer problems. This approach consistently produces the most technical and highest-engaging content, even if it requires more effort to create.
Instead of writing a style guide from scratch, feed your most successful and on-brand articles, emails, and web pages into an AI model. This process allows the AI to capture the essence of your unique voice, creating a foundational asset for generating new, consistent content at scale.
The Content Engineer manages internal data and builds workflows for producing high-quality, on-brand content using AI. This new role evolves from content strategist to handle the technical and data-driven aspects of modern content, bridging the gap between raw data and polished output.
Airops revived webinars as their top growth channel by focusing on hot, relevant industry topics and featuring experts. They intentionally avoid sales pitches and gating content, which builds trust and leads to revenue on a 30 to 90-day lag, proving the long-term value of education.
Go beyond the standard 'attended vs. no-show' segmentation. Airops’ follow-up strategy considers if it's a person's first event or fifteenth. A new attendee gets a simple recap, while a veteran attendee might get a deep-dive on a new product feature, creating a more relevant experience.
Instead of tracking immediate demo requests post-webinar, Airops uses a 30-day window for demos booked and a 90-day window for closed-won business. This long-term view allows them to focus on building trust and educating, proving that influenced revenue is more valuable than instant MQLs.
Eoin Clancy of Airops defines low-quality AI content, or 'slop,' with three indicators: 1) It isn't unique and fails to advance the conversation. 2) It doesn't sound like your brand. 3) It uses robotic language, such as 'utilize' instead of 'use' or excessive em-dashes.
Fundamental SEO principles, like those in Eli Schwartz's 2016 book "Product-Led SEO," are still highly relevant. The core goal of any search engine—whether Google or an LLM like ChatGPT—is to surface the best, most truthful answer to a user's query, making user-centric content timeless.