In our last blog (B2B Buying Groups: What You Should Know), we discussed the importance of marketing to buying groups to help drive your bottom line. Simply put, understanding the […]Read More →
Posted March 17, 2021
Posted March 17, 2021
All the hype about artificial intelligence actually has a good deal of truth when it comes to AI and B2B content marketing. A combination of AI and data takes your content creation efforts to the next level — the data-driven level. That’s why it’s crucial to integrate these two elements without delay.
Humans are artistic creatures. We bring emotion into business content by telling stories that engage buyers. But, what about science? How to bring this element into the content creation process?
AI is the missing science piece in this content puzzle.
Although AI isn’t quite ready to write entire blogs by itself, in the meantime, it does analyze data to produce content ideas that resonate with buyers. Thanks to artificial intelligence, now you can get topic ideas and keywords in a snap. AI-powered tools help marketers generate content by choosing topics backed by data. Such tools provide organizations with story templates, fresh blog ideas, keyword suggestions, and more. AI algorithms do the work, gathering and analyzing billions of data, particularly intent data. Marketers benefit from valuable insights on buyer interests, as intent signals tell which topics are spiking online.
Similarly, AI-enabled keyword research tools might suggest the best keywords for your online content by comparing for:
B2B content marketers use these details to build a library of more buyer-specific materials.
User-generated content or UGC is content created and released into the online world by buyers themselves. UGC is incredibly powerful for businesses of all sizes. In fact, potential B2B customers are more likely to share UGC than traditional promotional pieces. However, gathering such content manually is painstaking.
AI helps you here by collecting brand-related content posted by buyers online. Use this positive data to validate your product and get a better perspective on what works for a target audience. This also increases brand awareness.
Data-driven AI tools analyze content performance, compare it with other websites, and predict what performs best. In short, AI gives competitive intelligence on what your competitors are doing online when it comes to keywords and other practices. Intent data can reveal what types of content buyers might be downloading in a competitive space. In your B2B content marketing strategy, you can compete through better content on those topics.
Many content creators rely on gut instinct to build a B2B content marketing strategy. Of course, some do rely on data, but end up failing to segregate the signal from noise and don’t hit meaningful notes with buyers. Luckily, combining data and AI does cut through the noise and gets to the real insights to inform content strategy.
With the ongoing technological evolution come AI tools now capable of optimizing or improving almost any piece of content. Such tools usually compare an ideal set of content generated by algorithms against your blog page, for example. Based on output, it builds content plans for optimization.
This optimization might highlight additional keywords, potential keyword variations, and other pages ranked higher in SERP for a given query. Using this data, marketers could optimize content on a page level and gain a competitive edge in search.
Don’t just generate content for the sake of keeping your website alive. Your overall B2B content marketing goal should be moving prospects through awareness and other stages of engagement, so they are more likely to buy from you. Integration of intent data and artificial intelligence defines relevant content for buyers at each stage of your funnel. Here are a few other related articles:
Learn more insightful information on artificial intelligence in B2B marketing at Anteriad Spring Summit, April 14. Hear from AI experts and our special guest, American comic and entertainer, Jay Leno! Reserve your seat today.