AI in B2B content marketing has brought about a mix of both excitement and caution for marketers.

Many companies have embraced AI-generated content, incorporating it across channels such as social media, email marketing campaigns, and website design. Even if you haven’t given AI a try yet, you’ve likely heard the ever-increasing buzz surrounding AI’s impact on marketing.

AI tools are used as a brainstorming ally to help enhance, support, and spark the creative process. Rather than relying solely on AI to do the work, we often use it as a creative sidekick as many marketers do.

In our experience, we’ve found that utilizing AI tools can be beneficial when used the right way. The trick is to think of AI as a content creation companion, all while striking a balance between automation and human touch.

Read on to find out some ways AI has left its mark on B2B content marketing. We’ll guide you in using AI as a resource while keeping your content original, on-brand, humanized, and authentic.

Improved Time Efficiency

One of the biggest appeals of using AI to create content is how quickly it gets the work done. Just enter a prompt, and you’ll have a fully written blog or graphic in just seconds.

Some frequently used AI writing tools include ChatGPT, Copy.ai, Writesonic, and others. Marketers have used these programs to assist with writing social media copy, website content, product descriptions, blogs, email copy, and more.

But if you’re going to use one of these to write copy, avoid copying and pasting an entire blog or copy block as it can seem unnatural and lack depth. We suggest editing the output to refine the language, make it more conversational, and flow better. Add in your personal touch and brand’s industry expertise to make it your own.

In addition to AI tools for writing copy, there are also AI art generators like Canva, Dall-E, Adobe Sensei, Runway ML, and Artbreeder that marketers have used for social media images, website artwork, infographics, charts, and more.

Since AI tools can produce text and images much faster than us, it allows marketers to create a lot more content in a shorter time frame.

AI as a Personal Virtual Assistant

A lot of marketers have been using AI like a personal assistant for brainstorming creative ideas – essentially a starting point rather than having the bot do the work for them.

Instead of just using AI to generate content, it’s often seen as a resource to kick-start the creative process when writer’s block sets in. Implementing AI for idea generation, content outlines, drafts, email subject lines, A/B testing ideas, and more can boost creativity.

AI also offers real-time feedback and can build on your existing content to identify areas for improvement. When creating AI-generated images, AI can provide graphics suggestions, design templates, logo ideas, and more.

Brand Consistency

A common concern regarding AI tools is whether or not it can capture the tone of a brand. While editing your content to remain on-brand is necessary, AI can ultimately help marketers adhere to a consistent brand image across various marketing materials.

In order to do this, you’ll need to tell the program you are using exactly what you need and provide clear instructions.

By writing a well-crafted prompt, you can guide the AI model to generate relevant content that aligns with your brand image and maintains consistent messaging.

A good prompt should be specific and give enough background information for AI to understand what’s needed and come up with a good response. We recommend clearly stating the purpose of the content (such as sales pitch, social media post, informative blog, or email campaign).

Also, be sure to share your brand guidelines including tone of voice, style preferences, and word choice.

While AI tools offer efficiency, brainstorming support, and consistency, it’s important to strike the right balance between automation and human emotion. Here are some of our tips we like to share with our clients:

1. Maintain Customization and Originality

Set your brand apart by crafting content that’s original and unique. Avoid blending in with competitors, strive for individuality, and maintain a clear differentiation in the marketplace. Know what makes your brand distinctive and express those qualities through engaging, valuable content

2. Stay Humanized

Don’t sacrifice empathy and emotion for content quantity. Personalize your copy, making it conversational and natural to resonate with your audience.

3. Authenticity and Trust

Consumers seek brands they can identify with and relate to. While AI-generated art can be extremely realistic, maintaining authenticity and transparency is crucial. Customers value genuine communication, and trust shouldn’t be compromised.

Embracing AI in marketing as a partner in content creation can achieve effective results when used wisely. Be sure to focus on creating content that’s valuable, relevant, and true to your brand’s identity while connecting with your audience.

Need assistance leveraging AI tools for business? Give us a call at 631-842-4600.