Discover more from Content Captains
How Tom Winter Creates SEO-Optimized, AI-Generated Content at SEOwind
Discover the power of AI-generated content and how you can use it to spark growth
At ease, Captain!
Welcome to a free edition of the Content Captains Newsletter where I answer your questions about creating content, generating traction, and becoming a full-stack content marketer.
Tom Winter is a Chief Growth Officer (CGO), co-founder, and SEO/AI consultant based out of London, England.
For over 15 years, Tom’s supported various teams, co-founded companies, and consulted executives across the marketing spectrum on growth, SEO, content marketing, and now, AI. When asked why content marketers should learn SEO, he said:
As a content marketer, you create high-value content with purpose and passion. SEO ensures that this content sees the light of day by landing directly in front of those actively seeking it. If you don't optimize it, your work - no matter how exceptional- may not reach the large audience you intended for.
In today’s interview, we cover content marketing, SEO, and AI in-depth, SEOwind’s origin story, and how to leverage AI-generated content to spark growth.
1. How did you learn about content marketing, SEO, and AI?
At the core, learning from doing is where the real magic happens.
It's one thing to have sound theoretical knowledge, but another to apply it and see the results unfold in real time. This was my method, involving a lot of trial and error, patience, and perseverance. Indeed, some experiments met dead-ends, but I soon discovered that this is part of the learning process. And quite frankly, I learned more from the failures than the successes.
And when it comes to AI? Well, the territory is still relatively uncharted, so the experimentation becomes even more critical. It involves intensive testing, analysis, and refinements to improve the outputs continuously.
So, for those venturing into this space, here's my advice: Embrace the learning–continuous and immersive. Don't be wary of making mistakes and testing; after all, these will be your most productive learning moments. Combine structured courses with a healthy dose of hands-on trial and error. And finally, network, network, and network some more. Seek out mentors who can guide you through the labyrinth. Trust me; their expert advice is priceless!
Remember, it's a complex journey but one that is immensely rewarding. So, pack your curiosity, patience, and analytical skills, and you're good to go. Enjoy the ride!
2. Why do you think content marketers should learn SEO/AI?
First and foremost, understanding SEO is crucial for content marketers.
As a content marketer, you create high-value content with purpose and passion. SEO ensures that this content sees the light of day by landing directly in front of those actively seeking it. If you don't optimize it, your work - no matter how exceptional - may not reach the large audience you intended for.
Artificial intelligence, in simpler terms, is a turbo-charged efficiency machine. It can make your work as a content marketer more efficient, more effective and tailored to individual audience preferences. Imagine having the ability to analyze user behavior and predict future patterns.
This is essentially the edge AI brings to your content marketing strategy.
3. What benefits can someone expect from embracing AI in content marketing?
Well, the benefits derived from AI-generated content marketing are quite substantial.
A lot really depends on how extensively you wish to intertwine AI elements into your marketing processes. The openness of your team and management plays a crucial role in embracing the complete range of advantages AI offers.
To start with, one of the most significant benefits is time-saving. Adopting AI-driven content initiatives can radically reduce the hours spent on content generation and marketing administration. It's like having an extra pair of hands, or even an entire team, working around the clock.
Next, we have productivity enhancement. Think of AI as a turbocharger for your content marketing engine. The AI Writing task is kind of cherry on the top, but the ability to analyze large datasets, generate insights, personalize content, and automate tasks allows your team to focus on strategy and creativity, thereby skyrocketing overall productivity.
Lastly, let’s not forget about raising the bar regarding quality. AI can help in optimizing the content delivery process, ensuring your audience receives a consistent, engaging experience, time and time again. It removes human bias in analysis, guarantees precision, and gives you a striking edge over competitors still stuck in traditional approaches.
In a nutshell, incorporating AI in your content marketing strategy can be a real game-changer. But it requires openness and a smart approach. But don’t think it’s a one-click task, you need to feed AI with knowledge, otherwise, your results will be shallow and empty, becoming yet another piece of AI spam on the internet.
4. What’s the main problem teams face regarding their SEO programs and content strategies?
Well, the most recurring issue that I note when dealing with clients—be it regarding their SEO program or their content strategy—is really a lack of understanding of search intent.
It seems to me that this fundamental aspect often gets overlooked. So, let's break this down a bit. What exactly is search intent?
In simplest terms, search intent reveals why a user conducts a specific search. Are they looking to purchase something? Seeking answers to a question? Or perhaps trying to find a specific website? Understanding this user intent is absolutely crucial to creating the kind of content that answers users’ needs and, consequently, ranks well.
However, I often find that my clients come to me not having done any significant research to understand this intent—neither through SERP analysis nor through customer interactions or other SEO data at their disposal. That's when I believe my expertise comes into the picture to guide them towards refining their approach.
The starting point should always involve diving into things like keyword analysis and really understanding their audience—two things that some clients tend to skip over. What are their customers searching for? And more importantly, why are they searching for it?
Once these questions are addressed, I assist them in tailoring their content to align with their customers' needs. It's all about creating a sharper, more targeted SEO strategy and content plan that speaks directly to the user's search intent. So if I'd have to single out one main stumbling block in my interaction with clients, it would be an undervaluing of the importance of search intent in their SEO program and content strategy.
5. Why do you think B2B companies fail at their SEO program?
Well, in my opinion, there are quite a few reasons why a B2B company's SEO program might not hit the mark – and it often boils down to not realizing where the genuine value lies.
See, one of the most common slip-ups I've encountered is a lack of focus on understanding and addressing customer pain points. Companies often get so wrapped up in showcasing their products or services that they forget to highlight how these offerings can resolve a client's challenges. Remember, the key to successful SEO isn't just about getting people to your website. It's about keeping them there, getting them to engage with your content, and ultimately persuading them to take action. And that's quite unlikely if you're not addressing their needs head-on.
Secondly, not all B2B companies understand the importance of creating content that is relevant and specific to their target audience's different decision-making stages. The buying journey isn't one-size-fits-all. It's dynamic. Your potential clients need different types of information at different stages – ranging from broad, educational content in the discovery phase to detailed, spec-heavy data when they're on the brink of purchase. You have to know what they need, when they need it, and gear your content accordingly.
Meanwhile, SEO and content marketing is not a sprint; it's a marathon. It requires time, patience, and a deep understanding of your audience. The challenges might seem overwhelming, but once understood and tackled correctly, the benefits can be substantial.
6. What’s the best tip you can give a B2B company regarding SEO and content?
Engage, talk with, and understand your customers deeply.
I've observed a recurring pattern in the industry where content creators seldom try to connect with their clients. They rest on beliefs like, 'If this strategy isn't my cup of tea, it won't work for my target audience either.' Such a mindset could potentially halter the progress you're aiming for.
We must remember that we, as marketers, are most likely not our own target audience. Our audience might have unique preferences distinct from our own. Hence, a deep understanding of their needs, wants, and problems is key.
The better your content, the better your SEO results. Constantly creating high-quality, valuable content that's tailored to meet the needs of your customers is going to bring you the desired results. Search engine algorithms have evolved over the years but they stayed true to one thing. The VALUE for the user. They appreciate and reward truly in-depth, comprehensive and useful content that meets user intent.
As the old adage goes, 'knowledge is power.' In this scenario, knowing your audience is a power that will significantly elevate your SEO and content marketing game. So, remember to engage, empathize, and understand before you create! Always keep this lesson in mind as the jumping-off point for any successful SEO and content marketing program.
7. What’s SEOwind’s origin story?
There is no doubt about it: my journey with SEOwind started out of a profound desire to revolutionize the process of creating SEO-optimized content briefs. For the longest time, creating these briefs was a frustrating process, taking hours from our days and requiring heavy manual input and research. All of that changed with SEOwind.
Bringing 15 years of SEO expertise to the table, I've had my fair share of experience with various tools, methods, and frameworks. These methods, including my own Human as a Service (HaaS) strategy, have helped multiple organizations worldwide to climb up the SEO ranks. However, I saw much room for improvement. I realized the process could be enhanced and sped up dramatically.
So, out of necessity, SEOwind was born. A tool that provides a streamlined process of creating SEO content briefs based on SEO data, that would usually take hours down to mere minutes. The logic is simple - the more optimized your content, the higher your chances are of attaining higher Google ranks, thereby increasing your organic traffic.
SEOwind operates on the simple premise of entering your selected keyword. From there? Sit back, relax, and watch as the magic happens. SEOwind diligently carries out intensive data and content analysis, and voila! You're presented with a comprehensive SEO-optimized brief. All this, with just a few clicks.
The icing on the cake is incorporating AI, not only for creating a brief but also for drafting AI articles. SEOwind AI articles are comprehensive, drive traffic, sound like you, and include your company information. This way, SEOwind speeds up your content creation process tremendously.
So, to answer your question, why did we focus on AI-generated, SEO-optimized content? The answer is simple. It’s a game-changer. It allows you to work smarter, not harder. It’s time-efficient, reliable, and, frankly, the smartest way to stay ahead of the competition.
8. Please describe an SEOwind use-case.
SEOwind is AI Writer Tool that creates articles that drive traffic.
Our goal is for SEOwind to become your trusted collaborator from the conception stage to the final draft in the content creation process. Here's a glimpse into the workflow for our users:
You start by inputting your main keyword or topic into SEOwind. The platform then conducts a detailed content and keyword analysis, drawing from an extensive data pool to understand what works within your industry. This step sets us apart because we understand that high-quality input breeds high-quality output.
Next, SEOwind builds a comprehensive outline for your content. It identifies what subtopics to cover, ensuring your content isn't just relevant but comprehensive too. It considers all angles, giving you a roadmap to deliver a rounded piece addressing your audience's questions.
Subsequently, SEOwind steps in to aid with AI content creation. It drafts the bulk of the content, maintaining relevance and accuracy. Here's where the CyborgMethod™ comes into play. CyborgMethod™ believes in using AI smartly to do 70-80% of the work. This not only accelerates your content creation process but also ensures quality is not compromised.
Finally, you, the content creator, deliver the finishing touches. You sprinkle your magic, imprinting your unique style and voice into the content. This step transforms the AI-generated content into something that is specifically yours.
In this workflow, you'll notice that SEOwind becomes your right-hand tool, easing your journey in content creation. It's a different kind of SEO SaaS solution, thanks to its emphasis on incorporating precise input for optimal output. It leans on AI smartly and encourages you to do the same, all while keeping your unique voice and style intact.
SEOwind is committed to aiding content marketers and businesses to scale up their content creation effectively without compromising quality and relevancy.
9. Can you share any wins you’ve accomplished for your clients?
Sure, let's dive into a couple of successful projects I've worked on to give you a better understanding of the practicalities of enhancing online presence via SEO and AI applications.
One fine instance is my experience with the tech company DevSkiller. As the cofounder, the journey started from ground zero. Our primary focus was to implement the best SEO strategies that would help us reach potential customers in the farthest corners of the globe. We concentrated on improving organic traffic by creating highly optimized, valuable content, focusing on keyword-rich meta tags, optimizing site speed, and enhancing the user experience. The result? Our software as a service (SaaS) tool successfully landed customers from 100+ countries.
Then there's the AI writing challenge - an exciting adventure conducted by SEOwind. Here, we decided to take full advantage of our in-house AI writing tool. The project aimed to increase our visibility and, therefore, our organic traffic. It was a self-created challenge where we published 116 articles in just a month, quite a feat considering the usual speed of content creation. We experienced the staggering 77% growth we witnessed in our organic traffic. As we believe in transparency, we described the journey here: AI Writing Challenge - 100 Posts in 30 Days.
What's the bottom line? In this landscape of SEO, content, and AI, the right combination of strategy, creativity, and technology can lead to wonders. Nothing gives me more joy than using these elements and my expertise to make businesses grow and prosper.
10. What’s your superpower?
Continuous testing, experimentation, and learning. You see, in a field as dynamic as SEO and content marketing, there isn't a one-size-fits-all solution.
Strategies that worked brilliantly one day might not have the same impact the next.
Hence, my relentless curiosity, coupled with a resilience to overcome failures, turns out to be my greatest asset. It's like having a superpower!
Thank you, Tom, for jumping aboard and sharing your story with us.
Try SEOwind out for yourself - just head to our site SEOwind and schedule a live demo.
It's an opportunity to see exactly how the platform works and visualize the benefits it can bring to your content strategy.
And guess what? We offer a 7-day trial, too. You can get a tangible feel of SEOwind's capabilities before deciding if it's the right fit.
So why wait? Book your virtual coffee at https://calendly.com/tomwinter/virtual-coffee, and let's start scaling your content creation process with AI.
Thanks for reading,