"There's no search volume for what we do"—okay, well do THIS instead. In this case study, Aditya Vempaty (ex-Amplitude, current MoEngage VP of Marketing) shares his story of identifying an underserved segment of a competitive industry and building an SEO-led content strategy to capture it. In this conversation, we discuss: Why you should ignore your competitors.  Pain points and ‘the need behind the need’.  How to make SEO a demand creation channel.  How to tell if your product marketing is focusing on the wrong problem.  The trick to becoming a ‘no-brainer’ brand.  The role of AI in SEO Find Aditya on LinkedIn here: https://www.linkedin.com/in/adityavempaty/ Follow me on LinkedIn here: https://www.linkedin.com/in/benjamingoodey/ Join the How the F*ck newsletter here: https://www.thefxck.com/ Learn to scale content production in my eBook! https://www.thefxck.com/produce-content-at-scale