Getting an AI product taken seriously in a crowded category before it had launched

An AI company expanding into new markets with several products at different stages of maturity, competing for attention against much larger budgets.

Establish credible authority in the category and generate genuine interest in nascent products before release.

Content was organised around keywords, which produced coverage but not conviction. Nothing connected what customers were trying to accomplish to what the company was building or saying.

Keyword-led and job-led work are complementary, but the order matters. Jobs define what deserves to exist; keywords describe how people currently ask for it.

• Ran keyword and demand research, then reorganised it around the jobs behind the queries.
• Introduced JTBD into the marketing process and integrated it with existing workflows rather than replacing them.
• Pitched go-to-market approaches for pre-release products and tested interest before launch.

• Mapped the topics the company could credibly own and directed SEO for the newest product.
• Wrote and commissioned content, including editorial writing for Medium and LinkedIn.
• Built the case internally for job-led content and helped the team adopt it.

• Content planning now starts from the job rather than the keyword.
• Generated genuine pre-release interest in products still in development.
• [CASE STUDY OUTCOME] — quantitative results pending client approval.

Adoption of a method is a positioning problem inside the company. JTBD spread when it made someone's existing job easier, not when it was presented as a better philosophy.

• Personas describe people. Jobs explain decisions.
• Positioning is not copywriting