How B2B Marketers Can Compete with AI-Generated Content 

Although content marketing is consistently rated as one of the top marketing tactics by B2B marketers, it has always been one of the most challenging channels to manage correctly. Now that ChatGPT and generative AI are part of our technological landscape, it will be even harder to stand out in crowded marketplaces, and more difficult to keep up with the pages of AI-generated content that can be created by machines in seconds. 

Here at Marketing CoPilot, we’ve been having a lot of conversations with clients, marketers, and tech industry stakeholders about what AI will mean for content marketing. In general, there are two things to keep in mind about B2B content moving into the age of artificial intelligence. First, you need to set ambitious content volume targets and hit them with the help of ChatGPT and other tools. Second, you must remember that the only thing that can’t be replicated – and the thing that’s most valuable – is your human insight, based on years of experience solving client problems in your respective market. Although big data and artificial intelligence tools provide us with new perspectives on complicated problems, at the end of the day it is the knowledge held within the people working in your business that will differentiate you. 

Using AI to Compete with Volume 

Using AI to Compete with Volume 

In our experimentation with AI tools, it seems like clever use of ChatGPT technologies can double the speed of content workflows, allowing your business to produce twice as much content. But does this mean releasing two blog posts every day? Not necessarily. 

This is where the unique power of tools like Microsoft’s Copilot AI become relevant. The newly-announced solution from Microsoft is fully integrated with Office 365 and allows you to “remix” content, transforming documents and spreadsheets into slide decks – and more. Similarly, clever use of ChatGPT allows users to summarize documents, write tweets and captions based on given content, and similarly “remix” content in many different ways. 

What this means for you is that you get to reconsider your entire channel strategy, in terms of what you can manage and how much. With the efficiencies your business can gain in your content marketing workflows, you’ll be able to redirect some time and effort to channel strategy and social media management. Mediums like Twitter, which require extraordinary amounts of content to break through cluttered feeds, become more possible for small B2B teams that only have so much time in the day. 

Overall, the potential here is very exciting, and the businesses that take advantage of it will find themselves with an outsized presence in their marketplace conversations. 

Using AI to Compete with Insight 

Using AI to Compete with Insight 

In our guide on AI and content marketing, we cover the very important fact that ChatGPT is a language-based tool. This means that it doesn’t necessarily “think” and “understand” things like it seems to, leading to both amusing responses from the machine, documented failures to master basic reasoning, and even made-up facts and statistics, known as “hallucinations” to seasoned users. 

The good news for B2B marketers is that while AI can be used to extend the capacities of the team in terms of content creation, data analysis, and even some research functions, it is not going to replace the expert intuition that lies in the years of cumulative experience on your team. The bad news is that in order to stand out from the tsunami of mediocre GPT content that’s coming, the quality of insight in your content is going to have to be quite high. 

Now that information is even more of a commodity, your content is going to succeed or fail based on whether it is new and useful. Although many solopreneur coaches succeed with lists of ten ways to manage your stress, and will therefore love the volume that ChatGPT affords, those solopreneurs aren’t trying to occupy market leadership positions like most B2B firms. 

Unlocking the knowledge within your company and transforming it into content will take a mixture of culture and process. It may be the case that your most technical employees are cynical about marketing and don’t see the value of solving customer problems in the early stages of their life cycle. It might be the case that people don’t feel confident volunteering insights, which are often controversial and can provoke discussion.  

These are some questions to keep in mind as you focus on the process, which will mostly involve regular meetings across company functions to identify emerging customer needs, your firm’s unique perspective on those needs, and what value you can add through your content. 

Forget Viral, Think Evergreen 

AI Content

Although it is certainly gratifying to have a piece of content get ten thousand views in a day, it is ultimately more beneficial to your business to have a stable of blog posts and pillar pages that consistently generate a small stream of views every single day, forever. The pieces of content that do this, in any industry, are ones that provide unique insight and support customer needs in a way that only the writer can. 

Pulling this off successfully takes a lot more than using ChatGPT, however. You need a well-articulated value proposition, a clear idea of who your best customer is, and a strong content strategy that will allow you to maintain both volume and insight over long periods of time. This is the exact kind of work we do at Marketing CoPilot, and we specialize in businesses with long sales cycles, complicated stories to tell, and a desire to grow revenue dramatically and sustainably. 

Learn More About AI and B2B Content Marketing 

What does the invention of ChatGPT and language-enabled AI solutions mean for B2B businesses looking to fill their funnel and grow revenue? In this short but detailed guide, we walk you through what ChatGPT is, the philosophy you need to have when deploying it in your business, and how AI-enabled workflows can help you accelerate your content production. Download it for free here. 

About Marketing CoPilot

Marketing CoPilot Inc. builds digital sales engines that help companies find customers and keep customers. Our proven methodology improves demand generation, resulting in qualified leads for your sales team. We have worked with over 200 companies in the B2B technology and manufacturing sectors to turn their websites into their top-performing people. 


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