In today’s marketing landscape, the phrase “do more with less” resonates with nearly every marketer. With the advent of ChatGPT and a multitude of AI-driven writing tools, this notion seemed increasingly achievable.
As seasoned marketing teams understand, producing quality content can be both costly and time-consuming. This is why, following the launch of ChatGPT, marketers enthusiastically embraced these tools, allowing even the leanest teams to generate content at scale with remarkable efficiency.
However, nearly two years later, the situation has evolved, revealing both the potential and pitfalls of generative AI. While these tools are undoubtedly powerful, brands must navigate their implementation carefully to ensure content resonates with audiences.
The Rise and Realignment of AI-Generated Content
The introduction of ChatGPT in November 2022 ignited a frenzy of content creation within the B2B sector. According to PathFactory’s 2024 Benchmark Report, brands saw a notable increase in blog posts, which made up 15% of the total content landscape.
Over time, however, the drawbacks of this approach became apparent. Although content volume increased, the quality—depth and originality—began to decline. The large language models (LLMs) driving platforms like ChatGPT analyze vast amounts of text, often resulting in outputs that lack distinction and insight.
As buyers have become more discerning, they’ve grown adept at identifying AI-generated content, leading to a decrease in trust for superficial information and, consequently, engagement. In fact, blogs fell out of the top 10 content formats in 2023, with average engagement time dropping to just 2 minutes and 37 seconds—down from over 3 minutes in 2021.
Reassessing AI’s Role in Content Strategy
This shift underscores a vital message: B2B buyers are prioritizing value over volume. Brands must therefore rethink their content creation strategies, recognizing AI as an enhancer rather than a replacement.
AI tools should be leveraged to augment human creativity, not to replace it. Brands should utilize AI to inform the creation process, such as by generating detailed creative briefs or brainstorming topics, rather than producing entire pieces of content.
Furthermore, think of AI as an intern—capable of executing clear and explicit instructions but necessitating thorough quality control to ensure outputs meet standards of depth and originality.
Trends in Content Creation
Despite the decline in blog consumption, long-form content like ebooks accounted for 25% of all content traffic in 2023, indicating that buyers still seek in-depth information. Additionally, although case studies saw a slight decrease from 6.5% to 5.5% of content libraries from 2021 to 2023, the time spent engaging with these materials rose by 7%. This suggests potential growth opportunities for brands willing to invest in meaningful case studies.
Crafting High-Value Content in the AI Era
Here are some tactical approaches for creating impactful content that resonates with B2B audiences:
1. Elevate Research and Ideation
Utilizing AI extends beyond mere content generation; it can streamline various aspects of your workflow. Consider employing AI for generating outlines, brainstorming related topics, or producing creative briefs for writers. However, do not rely solely on AI-generated content. Use it to inspire and enhance your team’s creativity, ensuring subject matter experts refine AI-generated outlines to incorporate their insights.
2. Leverage Your Data
Your company’s data represents a goldmine for content development. Many organizations possess substantial amounts of unstructured data that remain untapped. AI excels at analyzing this data, from customer insights to content consumption patterns. By interpreting this information, your team can craft data-driven content that reflects your company’s unique perspective on industry trends, such as through annual reports that evolve with market changes.
3. Focus on Authentic Storytelling
In an era of generic narratives, authentic, experience-based storytelling can captivate audiences. Given the rising interest in case studies, it’s essential to cultivate a culture where customers and employees share their personal experiences. These “how I…” or “how we…” stories offer the real-world context and emotional resonance that B2B buyers seek.
4. Analyze and Adjust Based on Engagement
Make data-driven decisions by closely monitoring engagement metrics. If certain content types, like ebooks, demonstrate strong performance, allocate resources to produce more visually appealing and comprehensive materials. Conversely, if blogs maintain engagement relative to broader trends, continue developing that format.
5. Prioritize Depth and Originality in Long-Form Content
AI is adept at generating short-form content but often lacks the depth required for long-form pieces. For ebooks and whitepapers, leverage AI for foundational drafts while investing in human expertise to enhance the content. Implement a two-layer writing process: use AI for initial drafts, then have experienced writers infuse the material with depth, industry insights, expert interviews, and thorough analysis.
Conclusion
While AI has transformed content creation, it is imperative for brands to adapt their strategies in light of changing consumer expectations. By prioritizing authenticity, depth, and data-driven insights, B2B marketers can create high-value content that genuinely resonates with their audiences. Embracing AI as a supportive tool rather than a replacement can lead to more meaningful connections and sustained engagement.
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