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Wake Up, B2B! B2C Is Way Ahead With AI Content

  Dana Harder  ·  5 minute read

B2B companies are way behind the curve when it comes to AI-powered content. We are not only still gating content, but we lock down communities fearful of the information getting out. We use social media as a way to promote events and high-level product announcements. We’re even a little shy about leveraging influencers. (Gasp!) And you know what? AI is noticing.

We all want to use those shiny new AI tools to write our content, but here’s the kicker: AI needs fuel. It needs data. It needs content about our products, solutions, features, and how people are using them. And not broad stoke information — it needs details and specifics. And right now? We’re running on empty compared to B2C.

Want the best city for your next vacay? AI’s got you covered, no sweat. It sifts through a mountain of reviews, videos, and SEO-optimized websites to serve up personalized recommendations faster than you can say “beach, please!” 

B2C? AI’s a content-creating machine, spitting out product suggestions, personalized offers, and chatbot banter like it’s nobody’s business. It’s got a whole internet buffet to feast on, from keyword-rich websites to reviews.

But B2B? Not so much. We’re talking longer sales cycles, multiple stakeholders, and a whole lot of relationship-building. AI’s still got a bit of a learning curve when it comes to our complex world.

So, what happens when you ask AI to write about your product with barely any existing content out there? You get vague, generic fluff that wouldn’t even impress your grandma.

The challenge, my fellow B2B marketers, is this: How do we take a page out of the B2C marketing playbook so we can also reap the rewards of AI-generated content?

Time To Get Really Intimate With Our Buyers

To truly leverage AI for B2B content, we need to go beyond basic buyer personas and demographics.

It’s time to get up close and personal with our audience’s pain points, challenges, and aspirations. What are they really searching for? What questions are they asking AI? What keeps them up at night? 

By understanding our buyers on a deeper level, we can create content that speaks directly to their needs and resonates with their search intent. This means anticipating their questions, addressing their concerns, and offering solutions that truly make a difference. 

Remember, AI is only as good as the data it’s fed. So, the more we understand our buyers, the better equipped we are to create content that fuels AI’s ability to deliver personalized, relevant, and valuable experiences. It’s time to put on our detective hats and uncover those hidden desires and unspoken needs of our B2B buyers.

B2B Content: We Need A LOT More Of It (Like, Yesterday)

Let’s face it, B2B ain’t exactly known for its content abundance. 

We’ve been coasting on a lean content diet for far too long. But with generative AI in the picture, things are about to get hangry. To truly dominate those search results and feed the AI beast, we’re going to need a content buffet, not just a few measly scraps. Think mountains of blog posts, whitepapers, case studies, and FAQs.

But here’s the catch: it can’t just be any content. It needs to be laser-focused on what our buyers are actually searching for, answering their burning questions and addressing their pain points with pinpoint accuracy.

How are we supposed to do this, you may ask, when we are already strapped for time and resources? Creating more content is a challenge, but AI can be a B2B marketer’s secret weapon, even when starting from scratch.

While AI-generated content needs a solid foundation of existing information, it can still lend a hand in the content creation process. Beyond generating drafts, AI can:

  • Brainstorm ideas and outlines: Stuck in a creative rut? AI can spark fresh ideas based on industry trends, your target audience, and even your competitors.
  • Optimize for SEO: AI-powered tools can suggest relevant keywords, analyze search intent, and help fine-tune your content for maximum visibility.
  • Personalize content at scale: AI can tailor content to individual users based on their preferences and behavior, creating a more engaging experience.
  • Analyze performance and gather insights: AI can track metrics, identify patterns, and offer data-driven recommendations for improving your content strategy.

Remember, high-quality, relevant content is still the cornerstone of B2B marketing success. AI is here to amplify your efforts, not replace them. By embracing AI as a powerful ally, you can create AI-ready content that not only ranks well in search but also resonates with your audience and drives meaningful results.

Spill The Tea: Sharing Is Caring (& Amazing for SEO!)

Thought leadership has long been a cornerstone of B2B content marketing. But let’s be real, in the age of AI, it’s not enough to just share your brilliant insights and hot takes. To truly harness the power of AI, we B2B marketers need to bridge the gap between thought leadership and content that’s so actionable and engaging, it practically jumps off the screen and into search results.

Face it, we’ve been a bit stingy with our knowledge. We love our gated communities and exclusive industry forums, where we can talk shop in our own secret language. But it’s time to let the sunshine in! We need to be more open and share those juicy insights with the world. 

Let’s talk about our products, features, and how they solve real-world problems in plain English (or any language, really). By showing off the value we bring to the table, we’ll make it easier for those AI algorithms to understand our content and share it with the right people. It’s a win-win!

UGC: It’s Not Just for B2C Anymore!

Okay, B2B friends, it’s time to take a page from the B2C playbook – and no, we’re not talking about flashy influencer collabs (although those could be fun, too!). 

We’re talking about User-Generated Content (UGC), the not-so-secret sauce that B2C brands have been using to build trust, engagement, and a whole lotta buzz. 

Think about it: customer reviews, testimonials, social media shoutouts – these are goldmines of authentic content that speak volumes about your brand. It’s like having your customers do the marketing for you (and they’re way more convincing than any sales pitch we could dream up).

So, how can we tap into this UGC magic in the B2B world? It can be trickier, but it’s absolutely doable. Here are a few ideas to get those creative juices flowing:

  • Leverage those reviews: Reviews and testimonials from platforms like G2 are a goldmine. Sprinkle that social proof everywhere – your website, social media, even sales proposals.
  • Think about use cases, not just case studies: Can’t get a full-blown case study? No problem! Share anonymized use cases highlighting how your product or service solved a specific pain point. It’s all about demonstrating your expertise and understanding of your customers’ challenges.
  • Get social (and think beyond LinkedIn!): It’s time to embrace platforms like Instagram and TikTok. Short, snappy videos showcasing product features, customer success stories, or even a day-in-the-life at your company can go a long way in humanizing your brand and engaging a wider audience.
  • Don’t be afraid to ask and incentivize: Sometimes, all it takes is a little nudge. Make it a habit to ask happy customers for testimonials, reviews, or even social media shoutouts. A little incentive (like a discount or exclusive access) can go a long way in encouraging participation.
  • Empower your employees: Your employees are your biggest brand advocates. Encourage them to share their experiences, insights, and even behind-the-scenes glimpses on social media. This not only boosts authenticity but also showcases your company culture and values.

Remember, UGC is all about building relationships and fostering a sense of community around your brand. By embracing the power of authentic, customer-driven content, you’ll not only fuel those AI algorithms but also create a loyal following that’s eager to sing your praises.

Ready to Ride the AI Wave?

Buckle up, buttercup, because we’re about to dive deep into the wild world of B2B content and AI.  By understanding our audience, creating a content buffet, and sharing those juicy insights with the world, we can unlock a whole new level of visibility, engagement, and success. 

But hey, we get it – navigating the AI landscape can be overwhelming. That’s why we’re thrilled to announce our brand-spankin’ new GenAI Audit product! We’ll help you uncover exactly what type of content you need to develop, how much of it you need, and where it needs to live to dominate those GenAI search results. Let’s chat and see how we can help you ride this wave to success. 

Oh, and one more thing: This blog post wouldn’t have been possible without the incredible support of Gemini. From brainstorming ideas to crafting catchy headlines, this AI-powered writing assistant has been a game-changer. 

Now, it’s your turn. Are you ready to unleash the full potential of AI in your B2B marketing strategy? It may be a bumpy ride, but hey, who doesn’t love a little adventure? 😉