Originality.ai Case Study

For starters, we needed to develop a content calendar, prioritizing high-impact topics and short-term wins while also having one eye on the future success of the brand.

That meant listing out a long document of what I like to call SEO ‘low-hanging fruit’, and also planning out future case studies, PR studies, guest post outreach, and thought leadership.

That approach involved some competitor analysis, work within Ahrefs, and social listening.

All of this data was then fed into a detailed Google Sheet master spreadsheet, which contains topics, notes, deadlines, and a tracker of where the content is up to.

Once we had our topics in place, it was important to establish who would handle each aspect of the relationship, including managing editors, writers, and external stakeholders. At the time of starting the project, we were a small team, so most of the collaboration sat with myself and Jon, which involved allocating and optimising the marketing budget to get a quick ROI on content.

As the brand grew, Originality.ai was able to bring on senior content managers who now handle the editing and publishing process.

With a bigger team, we were then able to move onto phase 3, which involved producing more high-quality thought leadership content on the blog and Jon’s LinkedIn to help improve his authority and voice in the space.

This stage also included ramping up our unique first-hand studies, designed to increase backlinks and PR organically. This included some fantastic studies from the internal team that we then worked up into content for social channels and our blog.

We also sped up our social listening efforts, engaging with our audience, leading the narrative on AI detection, and identifying topical articles to turn around quickly and of high quality.