There’s been an explosion of AI tools in the market, making it harder for new solutions to break from the pack and get meaningful attention.
In this environment, it’s not as simple as having great technology. You need to build an ecosystem of content and earned media around your product to boost awareness.
While you might be an expert in cognitive computing, machine learning or LLMs, you may not know where to start when it comes to developing a PR and content strategy.
To get started, follow these five steps to get your AI offering noticed.
1. Lead with the problem your tool solves
If you can't explain what pain point your AI tools alleviate in a few sentences, it's time to refine your elevator pitch.
You should be able to communicate the problem you’re solving through AI easily. Does this problem live in the vacuum of a specific trade? Are you solving an emerging problem? Or are you addressing something people face in their daily lives?
Once you articulate your problem, you can streamline your talking points.
2. Define your target audience
Next, you need to narrow in on your core customer—the end-user who will buy and deploy your tool. If you create an AI solution for a specific industry, take the time to research who deals with the issue you’re addressing. From there, try to get in front of those users organically.
For instance, BrightHire, an AI recruiting tool, hosts an educational center with content and updates on talent, hiring and HR. BrightHire’s offering serves a niche, so the best way to speak to potential clients is to answer their questions through a content catalog dealing with user experience and education.
3. Develop a library of content to promote your AI functionality
When starting a Google search about your offering or the issue your AI solves, you want your content to be the top result.
Creating an AI tool requires plenty of testing, analysis, rebuilding and demos. That information can be used to create white papers, case studies, blog posts, videos and user reviews.
As OpenAI rolls out content for Sora, the text-to-video offering, it showcases the videos created by the tool, alongside the prompt driving the AI processes. This content speaks to a much larger audience, relying on press excitement and word of mouth to spread the message.
4. Create an ecosystem of earned media
Now that you’ve started creating content, contact journalists in your industry to let them know what you're working on.
Develop thought leadership content based on breaking news and trending topics, using that content to showcase your expertise and connect with editors.
Lastly, speak at conferences if the opportunity arises. AI is an emergent space, and people want to hear what experts have to say. With your content and stories in the press, you increase your chances of hosting or speaking on a panel.
5. Share content about your AI on socials
As you assemble your content library, you want a strategy for each applicable platform, from LinkedIn and Facebook to X, Threads and TikTok. Use these channels to broadcast original social content and amplify earned media placements.
If you’re selling a B2B product, focus your efforts on LinkedIn, where you know you can dial in for a specific audience.
Technologists creating an AI tool for consumers may need to be inventive. Think about how to make your AI come to life through a TikTok or Instagram video.
Repeat–and refresh
As your brand and product evolve, continue to create content. Learn as you go and lean into the channels and topics that drive the most engagement. And remember to similarly update and iterate your approach to reach out to journalists, while always embracing a proactive approach.
Mark Pasetsky is founder & CEO Mark Allen & Co.