AirOps promotes webinars by making them ungated and extremely valuable. This encourages the audience to do the marketing for them by screen-recording, creating clips, and sharing snippets on social media, generating powerful user-generated content.
The most nuanced and valuable subject matter expertise for content often comes from engineers solving deep customer problems, not just from the founding team. They possess the "day-in-the-life" context that makes content unique and authoritative.
AirOps champions the role of a "Content Engineer," who manages a company's unique internal data and builds content workflows. This role is key to ensuring AI-assisted content is high-quality and brand-aligned, not generic output.
AirOps's webinar strategy doesn't optimize for immediate demos. Instead, they use personalized follow-ups based on attendee behavior to drive continued engagement with content. Success is measured by influenced pipeline over a 30-90 day period.
To get buy-in for a webinar strategy with delayed ROI, AirOps's VP of Growth used qualitative data—prospects mentioning the webinars on sales calls—as an early proof point. This storytelling helped secure resources before hard attribution was available.
VP of Growth Eoin Clancy identifies three signs of low-quality AI content: it offers no new "information gain," fails to match the brand's voice, and uses robotic tells like em dashes or formal words like "utilize."
To ensure AI-generated content matches your brand, feed your existing high-performing content into an LLM. The AI can synthesize it into a one-page brand voice guide, creating a foundational asset for all future content creation workflows.
AirOps's VP of Growth filters marketing channels by asking if they achieve one of two goals: establishing trust with humans (e.g., webinars, events) or ensuring visibility to AI agents (e.g., SEO-optimized content). Both are rooted in authenticity.
Fundamental SEO principles, like those in Eli Schwartz's 2016 book "Product Led SEO," remain critical. The core goal of answering a user's query with the best possible content applies whether the search engine is Google, ChatGPT, or Perplexity.