How do you stand out in a sea of AI content crap? Invest in scale, inject humans in the right places, 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 helped the company achieve 1 million search impressions in the past year.
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.
The B2B content space is crowded, and having a great content strategy isn’t enough. AI is everywhere, and competing against AI content is now status-quo.
Companies like Dovetail have to publish content like they’ve got a massive content creation team, even when they don’t. Dozens, even hundreds of articles a month are required to see real ROI and deliver the results Caitlin depends on.
She doesn’t have an internal team or the budget to build her own content infrastructure, but Caitlin has to find a way to stand out from the noisy background of AI content and deliver on an ambitious content strategy without in-house resources or infrastructure.
- Freelancers require vetting, management, communications, and logistics.
- Sourcing content straight from AI requires editing. A lot of editing.
- Your content needs might change month-to-month.
So what to do?
Instead of spending hundreds of thousands of dollars on an in-house team, or betting the farm that AI would be her magic bullet, Caitiln worked with Verblio’s managed services team.
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 helped build Dovetail a custom pool of vetted writers so Caitlin knows she’ll get high quality content on demand. Here’s how Caitlin describes her writer pool.
Investing her limited resources in Verblio’s infrastructure got Caitlin the best of all worlds: at-scale efficiency with the benefit of a managed services team that understands the importance of a clean delivery system. Caitlin can reach Verblio’s account managers on Slack, set up custom tool integrations, and make sure her content is always in the right place at the right time.
Here’s how Verblio’s team handles that for Caitlin and Dovetail:
Dovetail’s content is crushing it. It’s not just about the millions of impressions, it’s about the moan Caitlin is building. Dovetail is the go-to resource in their B2B industry, and that means finding the ROI in content
Caitlin’s approach to content strategy means building a moat – making Dovetail the go-to resource in the space.
She’s also ruthlessly focused on content’s ROI, which goes beyond impressions to look at the size of her audience, the compounding power of growth that content provides, and the marketing flywheel it powers.
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.
That moat doesn’t just fuel content ROI, it 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: