In content marketing, rapid iteration is a shortcut to growth. For VertoDigital, a growth agency using an SEO and content marketing framework, publishing one piece per week for its clients wasn’t enough. To accelerate client growth, VertoDigital needed a faster way to produce content around its clients’ highly technical and abstract topics.

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Challenge: Technical Content

Hoping to reduce its usual five to eight-hour turnaround time for a piece of content, VertoDigital experimented with AI tools. The idea was simple: if the team could accelerate their content-creation process, they’d meet client needs faster and improve client satisfaction. But early results failed to move the needle. 

The challenge was that VertoDigital’s clients often came from highly technical industries, and therefore needed highly technical content. The VertoDigital team spent hours fact-checking the AI-written content, completely erasing any efficiency gains from the AI tools. After an initial AI trial period that lasted months, VertoDigital simply didn’t see the speed improvements they needed.

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A New Approach: Personalizing AI With Client Brand Voices

VertoDigital didn’t give up on AI. The team discovered they could train Jasper's model over time with their clients' unique brand voices, styles, and preferences, leading to higher-quality, fine-tuned outputs. This meant uploading adequate context on their clients’ unique brand voices, styles, and preferences. “It was a game changer,” said Lily Grozeva, VertoDigital’s Head of SEO. 

With this discovery, AI was no longer viewed as a magic wand, but more like a team member that adapted to VertoDigital’s needs. Once VertoDigital created a long-term AI approach, they finally saw the results they needed to handle complex content and increase their output.

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Leaning into AI Literacy to Impact Outcomes

According to Grozeva, one challenge within this process was “adopting and getting the culture to shift”. Having a successful view of AI literacy required an internal mindset shift in the VertoDigital team. Their culture changed once they embraced Jasper as a tool to upskill their team members and invest in VertoDigital’s processes. 

VertoDigital learned that it was better to start implementing AI now—to put the right AI processes in place to gain a content marketing edge. “The perfect time to adopt AI is now,” said Grozeva, “to set the training and the right processes.” 

They call it “future-proofing” the content generation process. With access to the latest LLM advancements through Jasper and alignment with their unique brand voices, VertoDigital is prepared for the future of marketing. Jasper is now as much a part of the content generation process as drafting or editing, accelerating team-level workflows to increase business outcomes.

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The Results: New Content Services and Client Growth

With the new AI-integrated content strategy in place, VertoDigital saw results that finally moved the needle. “Now the production time for one blog or glossary is one to three hours instead of five to eight hours,” said Grozeva, “which is huge for us.” Over the last 20 months, VertoDigital has dramatically reduced the input required for each piece of content (by as much as 50%—and sometimes more.)

Less time spent creating content means publishing more content; and more content gives them more chances to iterate, experiment, and test new strategies for their clients. Rather than one new piece of content per week per client, VertoDigital is up to two to three pieces per week. The efficiency gains have also improved their client growth by offering new content services. In the meantime, VertoDigital is learning to grow alongside AI as a long-term production amplifier.

“Now, we have a full breakdown of our process,” noted Grozeva, “with labels for each step.” This puts them in a unique position: as AI improves, so do VertoDigital’s processes. “I believe that six or 12 months from now, production time will be another 50% faster,” Grozeva said.

With higher output, VertoDigital shortened client deadline timelines. Using Jasper, they’ve found a shortcut to iteration without losing quality, which helps VertoDigital deliver on its core client promises and drive organic growth.