Artificial Intelligence quickly emerged as the most transformative technology of 2023. AI evolution created groundbreaking use cases in a wide range of industries and unlocked an unprecedented potential for growth.
AI tools, more specifically generative AI platforms, have become a crucial element in shaping the B2B content marketing space, aiding in content personalization and scalability of strategies. Let’s dive into the world of AI and uncover its impact on the B2B content marketing landscape.
AI in B2B Content Marketing: An Overview
Currently valued at around $100 billion, the global AI market could see its value increase twentyfold before 2030. While AI has been around for a few years, the past year has been characterized by a sudden acceleration in adoption thanks to the rise of generative AI tools.
A New Generation of AI Tools
The rise of generative AI tools changed the field of AI in 2023. These tools introduced the capability to create content, such as texts, images, videos, code, and more.
Thanks to their user-friendly interfaces, these tools place content-generation capabilities into the hands of your B2B marketing team regardless of technical skills, supporting streamlined content creation at scale and making generative AI one of the main driving forces behind successful content marketing strategies.
Benefits and Challenges of AI Adoption
AI tools allow B2B marketers to scale up content creation while managing costs. Marketers are also leveraging AI-powered solutions to create more value with data, support decisions, improve customer interactions, and create more personalized content.
While excitement dominates the overall sentiment toward AI, 30% of early adopters also report feelings of uncertainty. There are valid concerns as new challenges emerge, including a lack of regulations, the need for new talent, and obstacles linked to data privacy and cybersecurity. It’s also worth noting that more than 40% of businesses lack a clear AI strategy.
Use Cases for AI in B2B Content Marketing
How are B2B marketers using AI? Let’s take a closer look at common use cases.
Content Personalization with AI
One of the primary roles of AI tools in B2B content marketing is facilitating content personalization. With AI, marketers can automate personalization in real-time, offering unique experiences to different users based on their preferences and behavior.
Moreover, marketers can leverage AI to deploy personalized content at scale, creating meaningful connections with a wider range of users. Many organizations are leveraging chatbots to deliver personalized experiences, but generative AI also empowers marketers to create highly personalized email campaigns or landing pages.
Data Handling and Strategic Decision Making
AI is a powerful tool for data analysis. It can provide marketers with valuable insights for strategic decision-making, market research, and more.
Using AI to support a data-driven approach to B2B marketing can lead to higher conversion rates and improved ROI.
AI Evolution and Content Generation
Generative AI truly shines when it comes to content development. B2B marketers can leverage AI tools to generate copy, optimize content, and even create engaging images. These capabilities significantly reduce costs and improve content output, allowing B2B organizations to deploy content marketing strategies at scale.
Real-World AI Application in B2B Content Marketing: A Case Study
Cloud computing company VMWare is an excellent example of how organizations are leveraging AI to create value.
VMWare’s business model has been changing over the past few years as the company adopts shorter development cycles for its products. This fast-paced release schedule created challenges for the company’s 120 technical writers in terms of content production volume and quality.
VMWare decided to provide its editors with an AI content solution to streamline repetitive content editing tasks.
This decision has allowed editors and content creators to focus on the tasks where they’ll have the most impact, an approach that has improved quality for 73% of employees.
AI Trends for the B2B marketing space
This case study illustrates the unprecedented transformative power of AI. Still, it also highlights the need to adopt a strategic approach and implement AI solutions where they’ll have the most value.
These emerging AI trends can guide your organization in determining where AI will create the most value:
- More than 60% of organizations currently don’t have guidelines for using generative AI. The ability to create new processes to structure AI adoption and usage will set some B2B organizations apart.
- Operating with quality data leads to better outcomes. Organizations with strong data acquisition and management strategies will get the most out of AI.
- Businesses that successfully combine AI-powered experiences with human touchpoints will stand out. AI creates the most value when it frees up time for more meaningful human connections.
Transforming the B2B Buyer’s Journey with AI
AI has the potential to transform the B2B buyer’s journey through personalization, engaging content at scale, and data-driven experiences.
However, adopting this groundbreaking technology isn’t without its fair share of challenges. It calls for a strategic approach that anticipates potential obstacles, such as the need for new processes or a clear AI adoption plan.
Partnering with experts early in your AI transition journey will make a difference. Embrace the potential of AI by employing Augmented Experts to create high-quality AI-boosted and industry-expert-led content while benefiting from our customized approach and expertise. Create your account today to get started!
