Stop Writing For Keywords

Hey there 🧠

Ready for another day of staying ahead of the competition in the Growth race?

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In Partnership with AirOps

How High-Growth Marketing Teams Secure More Resources

75.4% of marketing teams face higher pipeline or revenue targets, yet only 43% received a budget increase. If your team is expected to close that gap, you need a stronger operating playbook.

On September 17, Krithika Shankarraman, the first marketing hire at Stripe and OpenAI, joins AirOps CMO Christy Roach to unpack findings from 300+ marketing leaders.

You’ll learn how to:

• Strengthen budget and headcount requests by tying investment to business growth
• Push back when expectations exceed resources while protecting work that moves pipeline
• Design a smaller, senior team with clearer ownership and greater leverage

Krithika built both marketing functions from the ground up. Christy has held leadership roles at AssemblyAI, Airtable, Asana, and Gusto. 

You’ll leave knowing where to invest and how to make a stronger case for the people and budget needed to hit your targets. 

Reserve your free spot and learn how to secure more resources for your team.

💡 Why You Should Write For Situations, Not Keywords

Keywords tell you what people search.

Situations tell you why they're searching.

The best content starts with the customer's real-life context, not a list of high-volume search terms.

Here's how to change your approach.

1️⃣ Start With The Situation Instead of asking which keyword has the highest search volume, identify the real-world problem that triggered the search in the first place.

2️⃣ Use The 7 W's Build every content brief around why, when, where, while, with whom, with/for what, and how the customer feels. This creates content that matches genuine intent instead of isolated keywords.

3️⃣ Learn From Customer Conversations Your support, sales, and customer success teams hear real questions every day. Use their insights to uncover problems that keyword tools often miss.

4️⃣ Write For Real Scenarios Create content for specific situations, such as a first-time business owner closing their financial year or someone comparing software before making a purchase. Real scenarios produce more relevant content.

5️⃣ Test Both Approaches Create one piece based on keywords and another based on customer situations. Compare engagement, scroll depth, conversions, and search performance to see which delivers better results.

Why It Works

People don't experience life as keywords. They experience situations, challenges, emotions, and goals. Content built around those realities naturally feels more useful, relevant, and persuasive.

The Takeaway

Keywords help people find your content. Understanding customer situations gives them a reason to stay, trust you, and take action.

💡 Manage Your Inbox And Google Drive With Claude

Claude can do more than answer questions.

By connecting Gmail and Google Drive, it can help manage emails, organize files, and draft responses while keeping you in control of every action.

Here's how to do it.

1️⃣ Connect Your Apps Open Claude, go to Connectors → Add Connector → Browse Connectors, then connect Gmail or Google Drive.

2️⃣ Give Claude A Task Ask Claude to search your inbox, organize Drive files, summarize documents, or prepare email drafts based on your instructions.

Sample Prompt

Find the latest email thread from [Name], draft a concise reply based on the conversation, and ask for my approval before sending it.

3️⃣ Review The Draft Claude will prepare the response or complete the requested task without taking action automatically.

4️⃣ Approve Before Sending Review the draft, make any changes you want, and approve it before Claude sends the email or performs the requested action.

5️⃣ Repeat For Everyday Work Use the same workflow to organize folders, summarize documents, retrieve information, and handle repetitive email tasks more efficiently.

Why It Works

Connecting Claude to your workspace removes the need to switch between multiple apps. It understands the context of your emails and files while keeping you in control of every final decision.

The Takeaway

Claude works best as a collaborative assistant, helping you organise information, prepare replies, and manage documents while ensuring nothing happens without your approval.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰