“I almost didn’t write this article!”
I’m not a big fan of writing articles. In fact, I generally avoid it whenever possible. But when I was asked to write about how artificial intelligence (AI) can help writers create more relevant and engaging content, I decided to give it a shot.
Now that I’ve started, I think it might be worth my time after all. AI-powered content creation platforms can help writers produce more engaging and relevant content by analysing data and trends to identify relevant topics and keywords. They can also help improve the readability of content by identifying and correcting common mistakes.
So how does that relate to B2B brands?
Well, business-to-business brands, regardless of whether they operate in manufacturing, finance or technology, often face similar challenges. B2B decision making is often a notoriously long and drawn out process. A poorly made decision can have dire long term repercussions. So a critical role for of the Sales and Marketing teams is to create relevant content that target markets, segments and audiences can relate to. But like any marketing or advertising activity, producing infrequent or ad-hoc content is rarely effective. And even with the discipline of a properly scheduled content-plan, the actual act of writing thoughtful and relevant content requires research and is often very time consuming.
AI-powered content creation platforms can help writers produce more engaging and relevant content by analyzing data and trends to identify relevant topics and keywords. They can also help improve the readability of content by identifying and correcting common mistakes.
This can be especially valuable for B2B brands, which often rely on content to drive leads and conversions. By creating more engaging and relevant content, AI-powered platforms can help B2B brands reach their target audience and achieve their business goals.
For example, let’s say you’re a B2B technology brand targeting senior decision makers in the financial sector. You know that your target audience is interested in the latest trends in fintech, but you don’t have the time or resources to produce content on this topic yourself. Using a platform like Anyword or Jasper, you can simply input “fintech trends” as your topic, and the AI platform will generate a well-researched and engaging article on this topic, complete with relevant data and insights.
Generally, the Business-to-business world (B2B) world has moved a bit slower when it comes to incorporating AI into their content marketing efforts. But as the technology continues to develop and mature, there are more and more opportunities for B2B marketers to take advantage of AI.
How can AI help create content?
There are a number of ways that AI can help with content creation, from coming up with ideas to actually writing the article itself.
You could use an AI platform to research similar articles and come up with a list of ideas for your own article. Or, you could use AI to help you write the article itself.
AI can help with both the creative and the technical aspects of writing an article. For the creative side, AI can help generate ideas and come up with angles that you may not have thought of on your own.
On the technical side, AI can help with things like grammar, spelling and word choice. It can also help you format your article in a way that is easy to read and looks great on all devices.
In short, AI can be a valuable tool for writers who want to create more relevant and engaging content. So if you’re feeling stuck, or just don’t have the time to write an article yourself, consider using AI to help you out.
The role of your creative agency
Ah! The power of software. From Photoshop to Word, I don’t really need to emphasise the impact software and technologies have made over the past thirty years. But regardless of technological advancements, only the human mind (for the time being at least) can bring true insight and creativity to the process. Artificial Intelligence may streamline your content creation process, but if your competitors are also using the these technologies, the creative minds that dream up new ideas and points of view are more important than ever.
Our view is that modern agencies should be all over AI technologies. We should be experimenting and asking ‘what if’ just as we did in the early days of Photoshop.
Conclusion
In this article, we (me and the machine!) have picked out a few examples of how AI can help B2B brands produce content that is relevant and engaging to their target audiences. As the technology continues to evolve, we can expect even more innovative and exciting content solutions to emerge. So if you’re a B2B marketer who wants to stay ahead of the curve, keep your eye on AI.
What do you think? Is AI a friend or foe of the modern agency? This article was a bit of an experiment, co-authored by myself and Jasper.ai. I’d love to hear what you think. Aside from this paragraph (obvs), can you pick out the bits that I wrote versus the machine?
