AIを活用したコンテンツ戦略を3年間で3倍成長させる方法
月商 — · 創業者2人 · 従業員30人 · Boston, MA, USA
Jeff Coyle（Founder, MarketMuse）· 創業 January 2013 · 記事掲載 — · marketmuse.com · 元の記事
集客は主にインバウンド需要、口コミ、既存顧客からの紹介、イベント（カンファレンスやウェビナー）出演が中心で、有料広告はイベント以外ではほとんど使ってこなかった。ソーシャルメディア（Twitter, LinkedIn, Facebook）やSlackコミュニティも活用。売上成長は、2020年以前は3年連続で3倍成長、パンデミックの2020年も20%成長。社員数は「依然として少人数チーム」で、カスタマーサクセス4名、営業4名、マーケター4名、最大のエンジニア・データサイエンスチームで構成されている（2020年時点の自己申告）。
売値の出典: 公式サイトに料金ページへのリンクはあるが、具体的な価格プランは確認できず。無料トライアルの言及あり。記事の本文（Pro製品ラインの3ヶ月無料提供）（2026-10-14 取得）
A big mistake other people make is that they do not correct marketplace myths, leading to communication gaps in brand messaging and marketing. You can quickly correct this with a content marketing plan by dispelling the myths and owning the message.
デザイン: Figma, Figma
その他: Zoom
ネットショップ: trello, MadKudu
業務: CoSchedule, Trello, Slack
SNS: YouTube, Twitter
Before joining as Co-founder at MarketMuse, I owned and operated my inbound marketing consultancy and managed the Traffic, Search, and Engagement team for TechTarget, a leader in B2B technology publishing and lead generation. A big mistake other people make is that they do not correct marketplace myths, leading to communication gaps in brand messaging and marketing. You can quickly correct this with a content marketing plan by dispelling the myths and owning the message. I was a practitioner and search leader for years before becoming a co-founder for MarketMuse. I started as a traffic manager, moved into a leadership role of a search team, and then created a product that solves problems I faced in those roles. I validated the product through connections and relationships I built over the years as a thought leader in the market before getting mass validation from customers.
MarketMuse saw 3x growth three years in a row before 2020 where we saw 20% growth, despite the economic impact of the pandemic. MarketMuse is now poised to begin a period of unprecedented growth and international expansion. We’re still a lean team. We have four people focused on driving customer success, a two-person sales team supported by two sales engineers, four marketers and our largest team is our engineering and data, science team. We have been able to do a lot and innovate in the market with few resources. Short term goal: My short-term goal is to make MarketMuse accessible to everyone. Long term goal: My vision for the business is that we are the industry standard for content intelligence and content quality. Social Media Following: We are active on Twitter, LinkedIn, Facebook, and Slack. We recently built a new Facebook community for content marketers (Join our community here). We also have a Slack community with over 1300 participants where we regularly host AMAs on broad and niche topics within the content strategy, SEO, and content marketing. Join the Content Strategy Collective. Ad costs, Return on ad spend, conversion rate: We historically have not done paid marketing outside of events. Our business has been built on our inbound demand, referrals, and events. We have a strong conversion rate on our site (around 10%) The power of word-of-mouth and referrals from existing customers or those who take MarketMuse to their new company has been extremely humbling. We have differentiated our brand positioning from the saturated startup space with GPT-3 AI copywriting tools by doing a lot of events, podcasts, and educational webinars. SEO: Branded or Non-Branded Keywords Optimization is built into our content creation and update process. Since we create more content around non-branded terms, it’s natural that any optimization would skew this way as well. Non-branded keywords drive three times as much traffic as branded terms to our website. That is a reflection of the amount of content we have targeting non-branded search terms. Consistency is key when optimizing branded keywords. This is the opportunity to let everyone, people and search engines included, know who you are, what you offer, and which audience you serve. Plans to expand new products We constantly innovate and come up with new products to the market. Over the years, we’ve evolved from page-level AI content optimization to add competitive analysis, AI content audit and strategy development, AI-generated SEO audit ideas, ROI and Traffic value estimation, AI-generated content briefs and, our latest product, AI-generated content. A few months ago, we launched a self-service version of our platform that now has several thousand paying customers. We’ve seen our industry evolve quickly and we’ve been able to stay agile and keep coming out with new products. First Draft MarketMuse recently launched First Draft, a new AI-generated long-form content offering. First Draft is an AI-generated content solution that enables marketing teams to build complete customer journeys and tell brand stories at scale. The First Draft language model builds the generated output based on the outline within the associated MarketMuse Content Brief, a detailed content outline with unique knowledge graphs for each subheading. A First Draft is delivered to the platform within 24 hours of being ordered. First Draft launched in alpha for customers in July 2020 to gather feedback and conduct user interviews. After generating three hundred First Draft orders, the product is now available and delivered within the MarketMuse Suite. The release of First Draft comes with a much larger update to MarketMuse Suite. The release includes an ROI module, streamlined inventory views, content saving, and team collaboration features. Now content teams can prove the worth of their content and manage more workflows all in one place. First Draft’s natural language generation model was trained on a proprietary 80 million document dataset geared towards long-form text generation. It also incorporates the style and narrative from the website of the customer requesting the content generation. Other AI-generated content technologies lack semantic coherence and the text often gets worse as it gets longer, making them impractical for content teams that need to publish well-written long-form content. Additionally, there can be bias based on the data set or it does not use a brief to provide direction/narrative. It’s like a fast car engine -- no matter how fast it is, an engine by itself won’t get you anywhere. MarketMuse First Draft is like a car with the engine included. Features: Uses an AI-generated Content Brief to provide direction and ensure comprehensiveness. Scales content production. Learns tone and voice from the supplied domain and incorporates them into the output. Content generated within 24 hours. Scale content production. People need to publish more content in less time. Right now, that is currently done through writing networks, but AI-generated content through MarketMuse is turned around in 24 hours. With light editing, you can publish more, faster, which means better results for your content marketing strategy. With the amount of content on the Internet and the number of increasing competitors, what you think is enough content to build authority most likely isn’t enough. MarketMuse will tell you how much you need to write, what you need to write about, how to cover it well, and you can order the First Draft to begin execution. First Drafts can learn tone and voice from the supplied domain and incorporate them into the output.
Good decision made: Launching CSC Live/ business maturity user conference. This year, we launched our first-ever customer event conference for MarketMuse, bringing together leaders in data science, AI, NLG, GPT-3, and content marketing. The conference had over 1100 registrants, 28 speakers, and 11 out of the 28 speakers were women. Almost 50 percent of the AI conference had female speakers, which was one of our initiatives in creating the conference, to bring more women on stage and showcase their contribution to the rapidly changing field of content automation and AI. The conference was a huge success for our company and everyone played such an amazing role. We more than doubled our registration goal and saw 54% show up live. We surpassed our revenue goal and met margins. We hosted 10 workshops, in collaboration with customers, and received a 9 out of 10 attendee rating. We’re proud of the content and are excited about the impact it will have on the participants. Good decision made: Increasing the presence of women in AI through marketing. Our VP of marketing is committed to hiring more women and bringing women into the AI space in the marketing department. Before Elizabeth, the marketing function was primarily handled by men including myself and my co-founder. She changed this by hiring women interested in AI/ marketing who had a passion for content marketing, data science, and AI. She is responsible for giving many women their first shot at ever working in the field of AI by combining their passion for marketing and AI. She runs a 75% female-based marketing team in AI, content, and data. She is responsible for hiring and building out the team of marketers who work with her. Good decision made: Campaign to educate the public on responsible AI. We want to increase visibility around the risks and responsibilities for content creators that frequently utilize AI-copy tools. One of the key marketing messages we strive to share is to use AI responsibly. AI is a starting point and launchpad, but your spin and creativity paired with the AI are what makes your content unique. Our ultimate mission is to rid the world of low-quality content. We are creating a series of thought leadership pieces around responsible AI about article spinning, copy scraping, and plagiarism in AI. Pandemic offering When COVID-19 ramped up, we offered the Pro product line for free for 3-months to anyone who wanted it, and with that effort, we added over 10k users to that product line and it validated our intent to execute the AppSumo. This best summarizes what we did in all capacities. We upgraded every customer and gave away Pro for free for three months. Marketing budgets were getting cut heavily during this time and small businesses were at risk -- so we wanted to provide a way to help them safeguard their content at a time when that medium was a primary way to reach people. Fast Moving SaaS: Doing something well for a specific segment instead of trying to be everything to everyone fast is where we have found our sweet spot. Moving fast breaks things and entrepreneurs need to slow down. We focused on creating a high-quality product that we know solves our customer’s problems, especially because of our experience as practitioners. TL;DR: Every entrepreneur should focus on creating a high-quality product instead of trying to meet conflicting market needs quickly before product maturity.
MarketMuse Favorite Business tools: Our team uses CoSchedule for social scheduling, Figma for design, Pardot/Salesforce for marketing automation and CRM, Trello for planning, Mutiny for website personalization, Descript for transcriptions, MadKudu for lead analysis, Gong for call analysis, Scribe for email signatures, Slack for communications, Zoom for meetings, and probably many more I can’t think of! Of course, we use MarketMuse for our content strategy. On our corporate Slack, we have a learning channel where everybody posts weekly content that leads to information gain for them.
AI-cured newsletters from Inside.ai, StartupDigest, and Angel.co. First Round and Open View blogs. Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content by James Mathewson An excellent book that talks exactly about the problems that MarketMuse is solving. Highly recommended for understanding what we're building. Product-Led SEO by Eli Schwartz A new way of thinking about SEO. The Art of SEO by Eric Enge, Stephan Spencer, Jessica Stricchiola, Rand Fishkin This is an essential book for understanding the fundamentals of SEO. Content Chemistry by Andy Crestodina This is a great overview of the intersection of content marketing, SEO, design, email, and social media and the importance of content at the helm. Content Advantage by Colleen Jones This digs into the science behind the business strategy and the age of digital disruption. The Entrepreneur’s Guide to Keeping Your Sh*t Together by Sherry Walling Sherry is a psychologist and entrepreneur. Her book covers the different types of entrepreneurial personalities and what motivates them. A great read for better understanding oneself. Lost and Founder by Rand Fishkin A practical, detailed book on entrepreneurship and the business of building a technology company. Written by SEO guru Rand Fishkin who founded Moz. Antifragile by Nassim Nicholas Taleb Antifragile systems get stronger as they face more shocks. This describes startups and startup people well. Nassim Nicholas Taleb is a multi-billionaire hedge fund investor, entrepreneur, and philosopher. This book is amazing. The Joy of Work by Dennis Bakke Dennis W. Bakke's passion is to make work exciting, rewarding, stimulating, and enjoyable. While most business books focus on top executives, Joy at Work is aimed primarily at the working life of the other 90 to 95 percent of people in large organizations. According to Bakke, co-founder and CEO emeritus of the AES Corporation, a worldwide energy company with 40,000 employees and $8.6 billion in revenue by 2002, a better measure of an organization's success than the bottom line is the quality of work life.
Always dispel market myths. As companies evolve, there will always be myths about the company’s core product offering that differs from the reality of where the product has evolved to. A big mistake other people make is that they do not correct marketplace myths, leading to communication gaps in brand messaging and marketing. You can quickly correct this with a content marketing plan by dispelling the myths and owning the message. Below is an example of the top 3 myths about MarketMuse – use this as a content guideline to swap out the myths about our business for the top 3 myths about your business and turn it into a blog post! Use MarketMuse to optimize the content. Myth 1: MarketMuse is only for the enterprise. All content teams have various workflows and use cases at different levels of maturity. We serve several functions for businesses of all sizes. We serve hundreds of small businesses, individuals, and enterprises, including large publishers and tech companies. We have three core product lines: AI content optimization, AI content planning and AI content generation. Myth 2: MarketMuse is expensive and not affordable for small businesses. We are not just an elite gym membership. We used to predominantly cater to larger companies, but this past year we launched self-service and free products (check out MarketMuse Trial, which is 100% free). Myth 3: MarketMuse only offers content optimization. With the original product we created, users only thought we offered that one application. There was not as much visibility to the rest of our capabilities and it was hard to get a demo. There are still people that think we are just another optimization tool. Actionable Marketing Tips Here are my top 3 actionable marketing tips that leaders can implement today. Tip 1. Good marketing puts people in the right funnel. Tip 2. Make great results an expectation, not a surprise. Tip 3. Every marketing leader should champion AI data transparency. AI, historical momentum & publish and pray: Publish and pray is a terrible content marketing strategy. AI Predictive intelligence will help you know when new content you publish has the best chance of performing and ranking. MarketMuse helps you understand how to use AI to know what you should be writing because you have historical momentum. Ask: Do I have opportunities to put wins on the board quickly with content? Content ROI: What is the true cost of poor-quality content? Create an inventory solution to understand how much investment you need to make in each topic. Build briefs and execute that content. Create a culture of content by aligning B2B content to business outcomes with a proven process. This is how to create a predictive return on investment of content. From concept to the content brief: every business owner should use competitive AI intelligence to have predictable content outcomes. Future Proof Your Content Strategy: newDocumentReady(function () { function isScrolledIntoViewAgain(elem) { var docViewTop = $(window).scrollTop(); var docViewBottom = docViewTop + $(window).height(); var elemTop = $(elem).offset().top; var elemBottom = elemTop + $(elem).height(); return ((elemBottom <= docViewBottom) && (elemTop >= docViewTop)); } $(window).scroll(function(){ var scrollClass = 'youtube-scroll-198' var videoClass = 'video-689' // This is where we use the function to detect if ".box2" is scrolled into view, and when it is add the class ".animated" to the <p> child element if ($(`.${videoClass}`)[0] && ($(`.${videoClass}`)[0].src == "") && isScrolledIntoViewAgain($(`.${scrollClass}`))) { $(`iframe.${videoClass}`).attr("src", $(`iframe.${videoClass}`).data().src) } }); }); Data-driven insights: How can you use data to create more predictable outcomes using competitive intelligence in your content marketing strategy? Use AI and data to inform content decisions to drive growth and predictable success.
Follow Jeff on Twitter at @jeffrey_coyle and MarketMuse at @MarketMuseCo. Website Twitter Facebook Blog LinkedIn