Be the answer,
when buyers ask AI.

They had the audience and the credibility, but everything they published could have come from anyone. So we stopped writing about the industry and went and asked it: a survey of well over a thousand operators, run directly, on questions nobody else had thought to ask.

I designed the survey, analysed what came back, wrote and designed the report, built the gated landing page, and set up the delivery and nurture sequence behind it. One brief in, a finished campaign out.

The first version of this on the same model pulled close to six hundred downloads and a few hundred new contacts, a handful of which became paying customers inside the quarter. But the number that mattered more was the citation: the report became the thing other people quoted when they wrote about the category.

The blog existed. It just had never been built for search. Average position sat deep on page three, which in practice means nobody was reading it and no model was citing it.

I rebuilt the strategy around what buyers actually type when they are choosing a tool rather than learning about a category, held a real publishing cadence, rewrote titles and metadata, fixed the internal linking, and structured the feature pages so the site could be crawled properly in the first place.

Impressions roughly tripled over the year and average position moved from page three to page one. Worth knowing before you start: the work shipped in the first quarter is what moved the numbers three quarters later. This compounds, which is the argument for starting now rather than next year.

Every client I speak to knows they need video. Almost none of them have someone internally who is willing, available and credible enough to stand in front of a camera. That is the bottleneck, and it is the reason the format stays uncrowded.

I write the script from the research, present it myself, and hand back the finished asset. No casting, no agency talent, no waiting on an exec’s calendar.

One finding worth having before you commission anything: in my own testing, plain explainers earned citations while research-led videos earned almost none. Explainers answer the question a buyer actually types when they are choosing, so that is the format I build.

The shorts are not a second project with a second budget. They come out of the same day of filming as the long-form explainer, which is what keeps the cost per asset low and the message identical everywhere it lands.

Their job is the one the research report cannot do: reach people who have never heard of the product, then hand them along to the long-form video and the report behind it.

A drip of ten to twenty posts only works if every one of them is pointing at something real. Because each post traced back to a finding from the study, the sequence read like a campaign rather than filler, and the paid creative reused the same assets instead of commissioning new ones.

Across the campaigns I built and ran, return on ad spend landed comfortably in the multiples, with the strongest promotional campaign well over twenty times. The organic drip cost nothing beyond the research that was already paid for.