Voices of Search Podcast: Leveraging AI To Scale Content Marketing & SEO

Host: Tyson Stockton
Guest: Drew Moffitt, Head of Marketing at Kumospace
Release Date: January 20, 2025
Podcast: Voices of Search by I Hear Everything

1. Introduction to AI-Powered Content Marketing

[02:32] Tyson Stockton:
Tyson Stockton opens the episode by introducing Drew Moffitt from Kumospace, a unified communication platform designed for remote and distributed teams. The focus of the discussion centers on integrating Artificial Intelligence (AI) into content marketing and Search Engine Optimization (SEO) strategies.

2. High-Level Recommendations for Marketers Using AI

[03:19] Drew Moffitt:
Drew emphasizes the importance of experimentation in marketing tactics.

“Go ahead, be willing to fail, be willing to succeed, but just make sure that you're testing.”
He shares his extensive experience in building early-stage businesses, highlighting that strategies effective for one company might not translate directly to another. Drew recommends that marketers view their business operations as a funnel—inputting content at the top and converting it into revenue at the bottom.

3. Determining Market Fit for AI in Content Channels

[04:31] Tyson Stockton:
Tyson probes into how businesses can determine if AI-powered content channels are a good fit.

“Something it took us a while to really understand, but we have now gotten really good at doing is viewing our business as a funnel.”

[04:52] Drew Moffitt:
Drew outlines the necessity of aligning content creation with logical search behaviors related to the product or service. For instance, Kumospace targets topics like managing remote teams and onboarding remotely, which align with their product offering.

“If you're selling a pillowcase. Right. Like you're up against Amazon to sell pillowcases. But you know, what is the best hyperallergenic pillowcase…”

4. Challenges in AI-Driven Content Creation

[07:51] Drew Moffitt:
Drew discusses the initial hurdles faced when integrating AI into their content creation process.

“The mistake I often see people do with AI when they talk to me is they're like, okay, I'm going to make every long tail topic… That's not going to work. Google's definitely going to be mad at you regardless of whether or not that is AI or not AI content, that's just not good practice.”

He highlights the importance of using AI as an efficiency tool rather than a sole content creator, emphasizing human oversight in editing and optimizing AI-generated drafts.

5. Optimizing the Content Creation Process with AI

[11:59] Drew Moffitt:
Drew elaborates on their refined process, which involves tiering labor to maximize efficiency and quality:

• AI Generation: Using Surfer AI for drafting content.
• Human Editing: Native English speakers refine the content.
• Offshore Management: Handling the CMS upload and image integration.

“AI drafts for us, we have a human edit that and then we ultimately have someone offshore upload that content to get the images, upload that.”

This structured approach has enabled Kumospace to scale their content production from struggling with 3-5 pieces per month to producing 40-50 high-quality articles monthly.

6. Selecting Topics and Ensuring Quality Assurance

[22:17] Drew Moffitt:
Drew outlines their strategy for topic selection:

• Competitive Analysis: Reviewing competitor content to identify gaps and opportunities.
• Team Suggestions: Incorporating ideas from internal team members.
• Keyword Research: Utilizing tools like Semrush to validate search traffic and relevance.

He underscores the balance between automated topic generation and human oversight to filter out irrelevant or inappropriate subjects.

“Sometimes you find weird things, right? You're not going to want to write content even though it's in that umbrella that say like adult video conferencing content, right? Like that wouldn't be one.”

7. Final Recommendations and Long-Term Strategy

[26:24] Drew Moffitt:
Drew offers concluding advice for marketers venturing into AI-driven content marketing:

• Patience is Key: SEO and content marketing require long-term investments.
• Foundation Building: Focus on creating authoritative content that serves as a foundation for future growth.
• Continuous Optimization: Regularly revisit and refine content to improve performance over time.

“Success is going to be slow in this channel. So really think about the fact that you're building a foundation.”

8. Closing Remarks

Tyson wraps up the episode by thanking Drew Moffitt and highlighting the upcoming second part of the conversation, which will delve deeper into SEO strategies for startups.

Key Takeaways

• Experimentation and Testing: Marketers should be willing to experiment with AI tools, understanding that what works for one business may not work for another.
• Structured Approach: Combining AI with human oversight ensures high-quality, optimized content that aligns with SEO best practices.
• Scalability: A tiered content creation process can significantly increase output while maintaining quality.
• Long-Term Focus: Building an SEO foundation and being patient with results are crucial for sustainable growth.

Notable Quotes with Timestamps

• Drew Moffitt [03:19]:
  “Go ahead, be willing to fail, be willing to succeed, but just make sure that you're testing.”

• Drew Moffitt [07:51]:
  “The mistake I often see people do with AI when they talk to me is they're like, okay, I'm going to make every long tail topic… That's not going to work.”

• Drew Moffitt [22:17]:
  “Sometimes you find weird things, right? You're not going to want to write content even though it's in that umbrella that say like adult video conferencing content, right? Like that wouldn't be one.”

• Drew Moffitt [26:24]:
  “Success is going to be slow in this channel. So really think about the fact that you're building a foundation.”

This episode provides valuable insights into effectively integrating AI into content marketing and SEO strategies. Drew Moffitt's experiences at Kumospace illustrate the importance of balancing automation with human expertise to scale content production without compromising quality.