In this riveting episode of Predictable B2B Success, host Vinay Koshy dives deep into the intricate world of content marketing with the brilliant Jeff Coyle, co-founder and chief strategy officer of MarketMuse. Have you ever wondered why, despite having cutting-edge technology like AI at our disposal, many B2B companies still struggle to resonate with their audience and maintain a powerful brand presence? Jeff, with over two decades of expertise in the search industry, is here to shed light on this enigma.

Jeff shares the hidden costs of missing out on topical authority as he unfolds his journey from the early days of search engine optimization to revolutionizing content strategy with AI-driven insights. Unravel the secrets behind crafting content that doesn't just perform but transforms your content strategy into a powerhouse of revenue growth and brand credibility.

Discover why your existing content might be a sandbag dragging down your hot air balloon of success and how crafty differentiation and strategic omnichannel approaches can catapult your brand into the limelight. If you're eager to master the art of leveraging AI for content that captivates and resonates, this episode is your gateway to unleashing untapped potential.

Some areas we explore in this episode include:

• Challenges B2B brands face in establishing topical authority and driving revenue growth.
• The role of AI in enhancing content efficiency and providing data-driven insights for content creation and strategy.
• The cost and consequences of not achieving topical authority in a company's niche.
• Jeff Coyle's personal area of strength in making the right decisions about content creation and updates.
• The importance of having a documented content strategy and the risks of not having one.
• Steps businesses can take to ensure content quality and differentiating themselves through unique content.
• How to justify budget for content activities in relation to sales and revenue growth.
• Building relationships with third parties to enhance topical authority.
• The role of PR and citations in improving one's authority and visibility in AI-driven platforms.
• The importance of omnichannel strategies and fighting battles across multiple platforms to enhance content visibility and authority.
• And much, much more...