Leveraging AI to scale content marketing

Drew Moffitt, Head of Marketing at Kumospace, delves into the future of how we work. For Kumospace, a company creating a new category in the market, established marketing tactics often prove ineffective. This demands an innovative approach, leading them to prioritize high-engagement channels like TikTok, alongside content marketing to forge meaningful connections with their target audience. Today, Drew discusses leveraging AI to scale content marketing.

About the speaker

Drew Moffitt

Kumospace

Drew is Head of Marketing at Kumospace

Part 1 Leveraging AI to scale content marketing
Part 2Influencer marketing & SEO as offensive tools

Show Notes

01:34

Kumospace and virtual office software for remote teams

Kumospace is a new software solution that combines the best of video conferencing and chat tools, like Zoom and Slack, without the usual downsides. Kumospace aims to help remote and hybrid teams build stronger connections and feel more engaged.
03:11

Leveraging AI for content marketing within a new category

Kumospace opts for SEO and content marketing over traditional methods like Instagram ads due to the unfamiliarity of the virtual office software category. They use AI to scale content creation, helping them compete more effectively against established players in the market.
04:43

Scaling content marketing with AI

Kumospace uses AI to create high-quality content around relevant topics, allowing it to compete with larger companies in the virtual office software space. Using Surfer SEO for AI-assisted content creation, they plan to scale their content production to 100 articles per month.
07:40

Balancing volume and quality in AI content production

Kumospace uses AI for article drafts, which are reviewed by human editors for brand voice and quality. By feeding the AI with top-ranking articles, they maximize the potential for top page rankings, while continuously optimizing content for better search engine performance.
10:50

Performance based influencer marketing

Kumospace developed a performance-based influencer marketing structure for viral content on platforms like TikTok. This strategy captures user attention for longer, driving traffic spikes, while continuous content marketing sustains engagement during quiet periods.
13:15

Marketing channels for new categories

For Kumospace, it's difficult to effectively convey the product via traditional marketing channels like email. However, platforms like TikTok, Instagram Reels, and YouTube Shorts have proven effective due to their ability to visually showcase Kumospace's unique features.
14:39

Traditional vs. category creation marketing

Traditional startups relied on tactics like cold emails and digital ads, while big-ticket deals involved face-to-face meetings with CEOs. For Kumospace, creating a new category required the use of platforms like TikTok to effectively convey their new product concept.
16:22

Kumospace's innovative approach to onboarding and sales

Prospective customers are taken on virtual tours directly within Kumospace, allowing them to see the product in action and interact with the team. This unique approach takes inspiration from real estate, allowing potential customers to experience the product firsthand.

Quotes

"SEO and content marketing is one of your best channels. Weve been doubling down on that channel and using AI in content creation to excel at that channel and punch above our weight class." - Drew Moffitt
"I've seen a lot of people trying to develop content at scale with AI. Adding the human element has been the key to success for us." - Drew Moffitt
"On TikTok, the average watch time for a minute-long post is probably 70 plus percent. So you're talking 40 seconds that we have captured this eyeball for, which is 80 times what the same impression on LinkedIn is worth." - Drew Moffitt
"Its particularly tough to convey virtual office workspaces via traditional marketing mediums. But TikTok and Instagram reels are short-form videos. So it's very digestible for people and they can see it and understand it." - Drew Moffitt
"The fact that our demos happen in an actual instance of our product is unique to us. We're selling virtual real estate, so we had to look for inspiration, not in SaaS, but in real estate." - Drew Moffitt