It’s time to talk about the elephant in the room—artificial intelligence (AI). AI is transforming how businesses operate, and marketing is no exception. Think of AI as a powerful new tool in your wheelhouse, transforming traditional methods and bringing innovative approaches to the forefront. Just like how smartphones have changed the way we communicate, AI is changing how we create and deliver content.
If you’ve been on the fence about using AI in your content and what it can do for your B2B marketing campaign initiatives, get the breakdown here and understand:
Three Reasons Why AI Is Taking the World by Storm
Unless you’ve been living under a rock for the past year or two, you know that artificial intelligence is literally everywhere. From healthcare to finance to the top of Google’s search results, more and more industries are tapping into the power of AI. But why?
There are three main reasons:
1. Unmatched Efficiency
AI can analyze vast amounts of data in the blink of an eye, identifying patterns and insights that would take humans significantly longer to uncover. In B2B marketing, AI tools can analyze consumer behavior, preferences, and trends in real time. Under this model, businesses can position their content more precisely and efficiently, reaching the right audience with the right message at the right time.
2. Rapid Creation Times
Artificial intelligence isn’t just great at reading data at a ridiculously fast pace—it creates it, too. With natural language processing and machine learning algorithms, AI can produce high-quality, relevant content in a fraction of the time it would take a human writer. This speeds up the content production process and makes room for greater content diversity, keeping B2B-focused websites, blogs, and social media channels fresh and engaging.
Common AI tools like chatbots, automated writing assistants, and content optimizers can help marketers craft articles, reports, and even personalized email campaigns that are optimized for search engines and audience engagement. With these tools, marketers can rest easy with a streamlined content generation workflow and consistent messaging all-in-one.
3. Cost-Effectiveness
AI can also significantly reduce costs. Hiring a large team of writers for traditional content creation can be time-consuming and expensive, especially when it involves market research, drafting, and revisions. AI can automate much of this process, generating high-quality content based on data-driven insights and saving time.
Learn More: What’s the Cost of Lead Generation?
But…Is It Ethical?
As AI becomes more integrated into content marketing strategies, it’s natural to have questions about its ethical implications. Is it ethical to use AI to create content that appears to have a human touch? Can we rely on AI to sustain long-term marketing strategies without compromising authenticity?
The answer lies in balance and transparency. Ethically using AI in B2B content marketing means leveraging its capabilities to enhance human efforts rather than replace them. It’s about using AI-generated insights to inform content strategies and putting AI tools to work to assist with content production. There’s no better way to do this than by always having a human editor in the loop to guarantee accuracy, empathy, and genuine engagement.
In other words, you need the watchful eye of a human to make sure your content sounds human.
How AI and B2B Marketing Work Together
The benefits of AI are one thing, but how do B2B marketing experts actually use AI-based content creation? Whether it’s crafting blog posts, infographics, brochures, or scheduling social media updates, AI tools are making these tasks more efficient and effective.
Here are a few common instances:
Blog Writing
AI-powered tools can assist B2B marketers in generating well-researched, relevant blog posts. These tools rapidly analyze vast amounts of data to identify trending topics and keywords, making sure that the content aligns with what the target audience is searching for.
For instance, an AI tool can help a marketing team create a blog post on the latest aerospace industry trends by providing a comprehensive outline and even drafting sections of the content. Within seconds, a writer can get hundreds of words of accurate, usable content.
Email Writing
Personalized email marketing is vital in the B2B sector. AI can analyze past interactions and customer data to craft personalized email campaigns that resonate with recipients. This level of customization helps build stronger relationships and increase engagement rates.
Start increasing the number of high-quality B2B leads in your sales pipeline. Abstrakt’s Bionic SDR B2B cold email services make prospecting easier and provide your sales team with more high-quality sales meetings.
Social Media Posting
Maintaining a consistent and engaging social media presence can be challenging. AI tools can schedule posts, take a witty tone of voice, generate content ideas and hashtags, and even respond to comments or messages. This ensures that businesses remain active and responsive on social media without requiring constant manual effort.
Common AI Content Creation Tools
To put in a good prompt, you should know the best resources that will provide the most helpful content. Several AI content creation tools are widely used in B2B marketing. Here are some of the most popular ones:
- ChatGPT: A versatile AI tool that can generate text based on prompts, which is helpful for blog posts, emails, and more.
- Copy.ai: Specializes in generating marketing copy, including social media posts, ad copy, and email campaigns.
- Jasper (formerly Jarvis): Known for creating long-form content, Jasper is ideal for blog posts, articles, and detailed reports.
- Lately: A tool that uses AI to create social media content from long-form content like blog posts, turning them into posts optimized for various platforms.
With a fleet of tools to choose from, B2B marketers can successfully navigate the waters of AI.
Common Mistakes to Avoid in AI B2B Content Writing
Artificial intelligence can be an excellent tool. But, let’s face it—as a relatively new tool for content creation, it’s only as smart as the existing information it’s sourcing from. And when there are millions of web pages to scour with often limited context, it can produce some admittedly silly results.
In any industry, being lazy about how you use AI isn’t gonna fly. Your audience requires depth, accuracy, and genuine insight. To ensure your team maintains these standards, avoid these common mistakes.
Overuse of Academic Language and Jargon Overload
One mistake B2B marketers make when using AI for content creation is the overuse of academic language. AI tools often generate text that sounds overly formal and filled with words like “moreover,” “thus,” “delve,” and “paramount,” which can make the content feel stuffy and less engaging.
The Fix: To prevent this, always review and edit AI-generated content to ensure it aligns with your brand’s voice. Even if your business or client uses more professional language, consider the education level of your average reader and know that you can be professional without isolating your audience.
Simplify overly complex language and replace academic terms with more conversational words. Additionally, when jargon is unavoidable, it should be clearly explained. Remember, the goal of B2B content is to communicate, not complicate.
Generic Business-Speak
From another lens, AI-generated content can sometimes fall into the trap of using generic business-speak. Phrases like “synergy,” “leverage,” “robust,” and “paradigm shift” can make your content sound bland and uninspired. This type of language can turn readers off because it lacks personality and originality.
The Fix: Use specific, concrete language that directly addresses your audience’s needs and concerns. Ask yourself: “Does anyone actually talk like this in real life?” Infuse your content with real-world examples, anecdotes, and a tone that reflects your brand’s unique personality.
Inaccurate Information
We all have toxic traits, and AI is no exception. Unfortunately, like any golden retriever or small child, AI wants nothing more to please us, often to a fault.
AI-generated content can sometimes include inaccuracies or outdated information. Since AI tools rely on the data they have been trained on, which may not always be current or accurate, there is a risk of distributing incorrect information or making it up altogether.
Don’t be surprised if you see the AI chatbot spit out a fake and completely nonsensical case study on a blog about compliance violations in the IT industry along the lines of:
“Take, for instance, the data breach incident at ACME Inc. in 2017, which resulted in $25 worth of losses. This created a myriad of complications for its COO, John Doe.”
Think about it: If there’s limited information online on a particular topic, yet the AI has been told to provide at least 500 words of content, it’s going to provide those 500 words. However, it might be riddled with made-up names, dates, and statistics. Or, you run the risk of your thought-leadership blog relying more on insight from the average Reddit or Quora user than a peer-reviewed study.
The Fix: Always fact-check AI-generated content. Cross-reference the information with reliable sources to ensure its accuracy. Keeping your content up-to-date and accurate helps maintain credibility and trust with your audience.
Neglecting SEO
AI tools might not always follow the best practices for search engine optimization (SEO). Sometimes, this involves neglecting keyword research, search intent, the buyer’s journey, internal linking opportunities, etc. This can result in content that doesn’t rank well in search engine results, limiting its reach and effectiveness.
The Fix: While AI can generate readable content, optimizing for SEO requires a strategic approach. Start with AI tools for keyword research and suggestions, but ensure that human creativity finalizes the content, making it rich in valued keywords, readable, and engaging for both the audience and search engines. Pay attention to your sentence and paragraph structure and length, making sure to avoid the “wall of text” formula AI is known to spit out.
Abstrakt’s expert copywriters know the ins and outs of SEO content writing. They’ll conduct thorough keyword research to ensure your website ranks higher for the terms that matter most without sacrificing creativity or engagement. Explore what our content services have to offer.
Overlooking Content Variety
Not only is AI often too academic in tone, but it loves to structure itself like a school essay, which isn’t the best fit for B2B marketing. Common introductory phrases like “In today’s digital world” and “In this blog,” plus conclusions like “In summary,” and “When it comes to,” are super obvious and shoehorn the content into a very particular structure that fails to flow naturally. Sticking too rigidly to this (or any other) format leads to a monotonous content strategy.
The Fix: Don’t just take the first prompt it gives you as the end-all-be-all. Use AI to diversify your content types. While AI can quickly help produce articles and blog posts, you should also consider its role in generating ideas for infographics, videos, tables, and more. This variety can make your content more engaging and accessible to different audience segments.
Lack of Unique Insight
Finally, another pitfall is creating content that is “the average of the average.” AI tools can produce text that, while grammatically correct, lacks unique insights or perspectives. This can result in indistinguishable content from countless other articles on the same topic.
The Fix: Incorporate your unique industry knowledge and experience into the content. Use AI-generated text as a starting point, but add your own insights, case studies, and expert opinions to make the content stand out. Embrace the art of good old storytelling and focus on showing the human element behind the brand.
Learn More: How to Write Good Copy
AI-Generated Copy Vs. Human-Generated Copy With AI Support
With the knowledge of some of the most common AI mistakes in B2B content marketing, you can begin improving your marketing efforts. But, just to ensure you’re on the right track, let’s dive into some real applications of how you can approach AI technology.
Let’s take a simple prompt that highlights SEO content writing services. We’ll see what 100 words of pure AI content looks like compared to 100 words of human-written copy with AI support.
The Prompt
Typically, a generally informative blog like this should be around 1,000 words. However, for the sake of brevity, we’re going to go with a shorter word count. A basic prompt would go somewhere along the lines of:
“Write 100 words promoting SEO content writing services”
Here are the results:
AI Copy
“Unlock the power of SEO content writing with our expert services! Our team crafts compelling, keyword-rich content that not only captures your audience’s attention but also boosts your search engine rankings. From blog posts and articles to product descriptions and web copy, we tailor each piece to align with your brand voice and SEO strategy.
With our data-driven approach and thorough understanding of search algorithms, we ensure your content stands out in a crowded digital landscape. Drive organic traffic, enhance engagement, and convert visitors into loyal customers with our top-notch SEO content writing services. Elevate your online presence today!”
Human-Written Copy With AI Support
“Boost your online presence with Abstrakt’s SEO content writing services, trusted by over 200 businesses across multiple industries. Our digital strategists and skilled copywriters create high-quality, SEO-friendly content that enhances user experience, ranks higher in search engines, builds credibility, and increases brand awareness.
From initial website content to ongoing updates, we make sure your business stands out. Our expertise in keyword research, industry knowledge, and the latest SEO trends drive traffic and leads, helping you gain new customers. Ready to elevate your online visibility? Contact us today to see how Abstrakt can put your business on the map.”
While the original result was great for general sales language, it just needed a bit more of a touch of branded personality and clarity. The rhetorical question reaffirms that final pain point for the reader, bringing them directly in before immediately following up with the final call to action.
Key Takeaways
AI is revolutionizing B2B content marketing by enhancing efficiency, speeding up content creation, and reducing costs while maintaining a human touch for authenticity. Embracing AI tools and avoiding common pitfalls can significantly boost your marketing efforts, making your content more engaging and effective. At Abstrakt, we use a combination of the best tools in the market and human creativity to deliver outstanding B2B marketing solutions tailored to your unique needs. Through SEO, we ensure that your website ranks higher in search engine results, driving more traffic your way.
Contact the experts at Abstrakt today!
