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Jeff Coyle MarketMuse

42. Make Content Your Competitive Advantage

 January 19, 2021

By  Customers Who Click

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In episode 42 of the Customers Who Click podcast, I spoke with Jeff Coyle, the co-founder and Chief Strategy Officer at MarketMuse about the role of AI in content strategy & marketing.

As I’m sure anyone doing content marketing will be aware, there’s a huge amount of time and resources required to identify keywords, do competitive research, run your own primary research if necessary, and of course produce the content itself.

AI is getting better and better at helping marketers overcome these hurdles, and remove a lot of the day to day work. But it doesn’t stop there, AI can help you distribute your content, by sharing it to different channels at the right time, and can even provide the outline of the article for you.

However, while constant innovation and looking for new ways to boost your content marketing is crucial for positive ROI, we can’t forget about the basics - understanding your audiences and what motivates them.

Jeff Coyle is a data-driven search engine marketing executive with more than 20 years of experience in the search industry managing products and website networks. Jeff’s role at MarketMuse is focused on helping content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights. 

Before joining as Co-founder at MarketMuse, Jeff owned and operated his own inbound marketing consultancy and managed the Traffic, Search and Engagement team for TechTarget, a leader in B2B technology publishing and lead generation. You can connect with him on LinkedIn or Twitter or head over to marketmuse.com.

Key Highlights:

07:12 - 19:28 - How AI is Used to Create a Content Strategy - The big problem with manual research isn’t just that it’s time-consuming; connecting the dots (data points) so that content delivers desired results is also a challenge. It’s a bit like writing a piece you think should perform well but you’re not 100% sure it will. AI analyses massive quantities of texts to help you integrate all data points that really tell the story about what you should be writing to achieve your goals.

19:45 - 28:44 - How to Get Started with AI & Content Strategy - First things first and that’s defining your content goals - is this piece intended to grow your authority or to boost search engine performance? Another thing to consider is your audience groups and their level of knowledge. You've got to really think about all the different ways people might be researching at all the different stages they might be at, whether they're in early-stage awareness, troubleshooting or post-purchase.

29:28 - 35:54 - The Biggest Mistakes Brand Make with Content Marketing - Looking at content from the search results page perspective. It’s more common in the ecommerce industry where many brands focus on optimising product pages but don’t believe they have to write content and when they do, they decide to hide it because it doesn't contribute to their transactional success even though it absolutely does. Another mistake is separating the content and SEO teams - if you want success they need to work together.

47:58 - 50:38 - Upcoming Trends with AI - AI-generated long-form content will become more important for companies who want to scale their output in 2021. Organizations had to pivot quickly in 2020 and content was a big part of that - it isn’t going away. 2021 should be an exciting year for web experiences too. 

57:17 - 01:00:10- Jeff’s Marketing Pet Peeves - Marketing affiliates who present opinions as facts and use heavily persuasive, deceptive practices to sell products/services which have massively hurt the credibility of content marketing and SEO.

01:00:17 - 01:02:14 - Jeffs’s Underrated Aspect of Marketing -Value-based messaging in SaaS.  Many B2B brands focus on creating product-specific content instead of really understanding the customer journey and what keeps their audiences engaged. Content should be customer, not product focused.

If you’d like to hear more from Jeff reach out to him on LinkedIn or Twitter or head over to marketmuse.com.

Customers Who Click


W.Laurenson

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