The market is exploding with AI tools, making it difficult for new solutions to stand out from the crowd and gain meaningful attention.
In this environment, having good technology is not so easy. To increase awareness, you need to build an ecosystem of content and earned media around your product.
Even if you're an expert in cognitive computing, machine learning, or LLM, you might not know where to start when it comes to developing your PR and content strategy.
Get started by following these five steps to get your AI services noticed.
1. Lead the problem the tool solves
If you can’t explain in a few sentences what problem your AI tool alleviates, it’s time to improve your elevator pitch.
You need to be able to easily communicate the problem you are solving through AI. Does this problem exist in a specific industry vacuum? Are you solving a new problem? Or are you addressing something that people face in their daily lives?
If you can clearly express your problem, you can rationalize your points.
2. Define your target audience
Next, you need to target your core customers: the end users who will purchase and deploy your tools. If you're creating an AI solution for a specific industry, take the time to find out who's working on the problem you're working on. From there, try to get in front of those users organically.
For example, BrightHire, an AI recruiting tool, hosts an education center that provides content and updates on talent, recruiting, and human resources. BrightHire's services serve a niche, so the best way to talk to potential customers is to answer their questions through her catalog of content that deals with user experience and education.
3. Develop a library of content to fuel your AI capabilities
When people start a Google search for your services or the problems AI solves, you want your content to be the top result.
Creating an AI tool requires a lot of testing, analysis, restructuring, and demonstration. You can use that information to create white papers, case studies, blog posts, videos, and user reviews.
When OpenAI deploys content for Sora, a text-to-video service, videos created by the tool are introduced along with prompts that drive the AI process. This content relies on press excitement and word of mouth to spread its message and reach a wider audience.
4. Create an earned media ecosystem
Now that you've started creating content, reach out to journalists in your industry and let them know what you're working on.
Create thought leadership content based on breaking news and trending topics, then use that content to showcase your expertise and connect with editors.
Finally, speak at conferences if you get the chance. AI is an emerging field and people want to hear from experts. The more coverage your content and story gets, the more likely you are to host a panel discussion or speak.
5. Share AI content on social
When assembling your content library, you'll need to strategize for each applicable platform, from LinkedIn and Facebook to X, Threads, and TikTok. Use these channels to broadcast original social content and grow your earned media placements.
If you sell a B2B product, focus on LinkedIn, where you know you can dial in to specific users.
Technologists creating consumer-facing AI tools may need to be inventive. Consider how you can bring AI to life through videos on TikTok and Instagram.
update repeatedly
Continue to create content as your brand and products evolve. As you learn, focus on the channels and topics that drive the most engagement. And while always taking a proactive approach, remember to update and iterate your approach to reaching out to journalists as well.
Mark Pasetsky is the founder and CEO of Mark Allen & Co.
