Building awareness and authority for Graswald AI with expert interview content
The challenge: standing out in the crowded fashion AI space
Graswald, an AI-powered fashion photography platform, faced a classic startup challenge: having a great product, but struggling to create content that stands out.
To cut through in the noisy fashion AI space, Graswald needed to do more than just promote their product. We built a content program around sharing founder and SME insights to build authority and trust with their audience and drive inbound leads.
My approach: deeper storytelling and insights to stand out
I helped Graswald develop a thought leadership strategy that would enable them to ‘own’ key topics on AI’s potential in fashion content creation, setting them apart from the competition with unique perspectives.
By analysing competitors’ content and interviewing their internal experts, I identified key angles to address their target audience's challenges and concerns around AI, and build trust with deeper storytelling and expert insights.
With my journalistic approach, we took their executives’ insights and turned them into multiple content assets by:
Conducting interviews with the CEO/founder and Head of Sales to extract high-quality insights
Creating ghostwritten LinkedIn content, positioning executives as industry thought leaders
Developing long-form blog content to show deep expertise on technical and strategic topics
Building systematic frameworks for ongoing content creation and distribution
The growth impact for Graswald
Multiple viral LinkedIn posts within weeks of the campaign launch, generating significant visibility for the executive team
Differentiated content with unique insights and perspectives, standing out on LinkedIn and building trust with their ICP
A systematic content engine with interview frameworks, content pillars, and distribution strategies
Executives positioned as industry authorities rather than generic technology vendors
Contributed to driving a significant increase in LinkedIn pipeline thanks to content starting conversations with qualified leads
“What impressed me most was how Elliott did journalistic interviews with our team and transformed the insights from them into multiple valuable content assets. The articles and posts he created felt authentic and provided real value, helping to stand out with our audience”
Akanksha Yadav, Head of Growth at Graswald AI