Standing out in a sea of ai
How do you stand out in a sea of AI-generated copycat content? Use professional human writers at scale, and find a partner who can help you do it.
That's exactly what Caitlin Burns of Dovetail has done. By partnering with Verblio, her content strategy has helped her achieve 1 million search impressions in the past year.
About Dovetail
Business Case Study, Customer Insight Software
Dovetail helps organizations improve the quality of their products and services through the power of customer understanding. Their customer insights hub helps companies gather, analyze, and act on real data.
THE
PROBLEM
The B2B content space is crowded, and having a great content strategy isn’t enough when you're now competing against mountains of AI content. Companies like Dovetail have to publish content like they’ve got a massive content creation team, even when they don’t.
Caitlin knew that to see real results from content, she needed a lot of it. And it had to be better than the repetitive, formulaic stuff cranked out en masse by generative AI.
She didn’t have an internal team or the budget to build her own content infrastructure, but she still needed to find a way to stand out and deliver on an ambitious content strategy.
Caitlin was stuck for three reasons:
Freelancers require vetting, management, and communication (aka a lot of her time and energy)
Sourcing content straight from AI required editing, and often a frustrating amount
The amount of content she needed varied by month, so any solution had to be flexible
She needed a partner with deep content chops and the ability to scale immediately, who was also flexible enough to pivot on a dime as her content needs changed.
THE
SOLUTION
Instead of spending hundreds of thousands of dollars on an in-house team, or betting the farm that AI would be her magic bullet, Caitlin worked with Verblio’s managed services team to build a fast-scaling content machine.
For a five-figure spend, Caitlin solved her problems and delivered those million+ impressions for Dovetail.
Caitlin comes from the high-stakes world of YMYL content, where AI is a death sentence. You can’t use AI to build content with that kind of authority. You need real humans. Verblio built Dovetail a custom pool of vetted writers, so Caitlin knows she’ll get high-quality content every time.
Here’s how Caitlin describes her writer pool:
Investing her limited resources in Verblio’s solution got Caitlin the best of all worlds: quality at scale, with the benefit of a managed services team that understands the importance of an efficient delivery system.
with managed services, caitlin can:
Reach Verblio's account managers daily on Slack
Set up custom tool integrations and bespoke workflows
See the status of every article Verblio is working on
Double her content creation capacity immediately
Outsource writer management and comms
Here’s how Caitlin describes working with Verblio's managed services team and the value they bring:
Why caitlin loves verblio:
“I don't have to manage the comms or the scheduling or the availability of writers. It just takes that massive organization piece off our plate, and it's just a million times easier.”
Caitlin Burns, Content & SEO LEAD, Dovetail
THE
IMPACT
“That ability to scale immediately, to 2x, is what I could never do without having Verblio. I get results a lot faster than just a single blog writer pumping something out every month.”
Caitlin Burns, Content & SEO lead, Dovetail
Dovetail’s content is crushing it. It’s not just about the millions of impressions—it’s about building a moat by making Dovetail the go-to resource in their space.
Caitlin is relentlessly focused on content’s ROI, which includes looking at the size of her audience, the compounding power of growth that content provides, and the marketing flywheel it powers.
"It’s not performance marketing where you turn it off, it stops. Content is always on and it benefits from time. Efficient growth is a moat."
Before her role at Dovetail, Caitlin worked with Verblio as the content leader at Healthmatch. (Yes, that means she’s used Verblio content to power 1M+ impressions for multiple companies.)
How did she convince Dovetail to build that content moat? She asked them to consider what would happen if they didn’t. Seizing the opportunity—even when resources are limited—is what sets successful businesses apart.
Only Verblio could produce the hundreds of pieces of content Caitlin needed without requiring her to set up costly infrastructure or contact dozens of freelancers.
THE ROI OF verblio:
“The ROI of Verblio for me is the scaling. It's like a tap, I can turn it on. And there was a month where I said to our account manager, 'I need to double our output this month.' And they just said, 'Okay.' And we did.”
Caitlin Burns, Content & SEO LEAD, Dovetail
That moat doesn’t just fuel content ROI. It also attracts investors and leads to bigger and better things across the entire organization. In Caitlin’s words, the content moat becomes a relevant part of the company’s value to investors:
Caitlin found a flexible, time-saving, cost-effective partner to help Dovetail massively scale their content creation and stand-out in a sea of AI-generated copycat content.
2x your capacity, Stand out in search
About Dovetail
Business Case Study, Customer Insight Software
Dovetail helps organizations improve the quality of their products and services through the power of customer understanding. Their customer insights hub helps companies gather, analyze, and act on on real data.