Jeff Coyle: Creating New Content-Marketing Opportunities with AI – Episode 37

Jeff Coyle Generative AI tools and LLMs bring the need for a new kind of content awareness in organizations of all sizes. While some have focused on content creation, Jeff Coyle has grown and accelerated his content-marketing capabilities by leveraging the content discovery and operations improvements that AI can deliver. We talked about: his decade-long history in working with NLP, AI, and content his overview of the rapid progression of AI technology over the past two years the importance to businesses and enterprises of doing a data inventory to understand their unique strengths the exponential increases in both the capabilities of the AI services he uses and their affordability the importance of creating high-quality content in this new AI landscape how to capture your org's knowledge and use it to fuel your content plans how journalists are crucial for capturing that knowledge his take on the current state of content-industry employment the importance of aligning content and its performance to organizational KPIs the crucial differences between how you wish people would consume your content versus how they are consuming it and how they might be the ongoing difficulties of marketing attribution and how new predictive models that AI affords can help address them how a "process inventory" is even more important than a conventional content inventory Jeff's bio Jeff Coyle is the Co-founder and Chief Strategy Officer for MarketMuse. Jeff is a data-driven search engine marketing executive with 20+ years of experience in the search industry. He is focused on helping content marketers, search engine marketers, agencies, and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights. His company is the recipient of multiple Red Herring North America awards, multiple US Search Awards Finalist, Global Search Awards Finalist, Interactive Marketing Awards shortlist, and several user-driven awards on G2, including High Performer, Momentum Leader and Best Meets Requirements. Prior to starting MarketMuse in 2015, Jeff was a marketing consultant in Atlanta and led the Traffic, Search and Engagement team for seven years at TechTarget, a leader in B2B technology publishing and lead generation. He earned a Bachelors in Computer Science from Georgia Institute of Technology. Jeff frequently speaks at content marketing conferences including: ContentTECH, Marketing AI Conference, Content Marketing World, LavaCon, Content Marketing Conference and more. He has been featured on Search Engine Journal, Marketing AI Institute, State of Digital Publishing, SimilarWeb, Chartbeat, Content Science, Forbes and more. Connect with Jeff online LinkedIn MarketMuse Twitter jeff at marketmuse dot com Video Here’s the video version of our conversation: https://youtu.be/Ij18O07YnYc Podcast intro transcript This is the Content and AI podcast, episode number 37. The label "generative AI" has led many to focus on using this new tech for content creation, while the real benefits may lie in different capabilities that LLMs and other AI tools afford. In his work, Jeff Coyle has enthusiastically adopted AI, using it to identify new content repurposing opportunities, to capture and leverage unique organizational knowledge, and to dramatically reduce the costs of content operations, discovering along the way new opportunities for content professionals. Interview transcript Larry: Hi, everyone. Welcome to episode number 37 of the Content and AI podcast. I'm really delighted today to welcome to the show Jeff Coyle. Jeff is the co-founder and Chief Strategy Officer at MarketMuse. We talked on my other podcast, Content Strategy Insights, a couple of years ago, and I'm really excited to have him back because one or two things have changed since then. Welcome, Jeff. Tell the folks a little bit more about what you're up to these days...