3 ways to rethink content’s role in your B2B GTM strategy

ChatGPT and generative AI’s growing capabilities are placing a highlight on content material. Such consideration advantages your go-to-market technique throughout gross sales, advertising and marketing, model, digital, product and extra. 

We will use this second to enhance the worth of content material whereas it’s high of thoughts for all stakeholders. It’s additionally a good time to exhibit how our viewers’s content material consumption evolves. Listed here are 3 ways advertising and marketing leaders can leverage the AI-generated content material craze to bolster content material advertising and marketing’s impression.

1. Double down on content material completely in your viewers and consumers

This will sound apparent, however typically our content material efforts are targeted on the standard definition of our very best buyer profile. At a time when B2B execs are bombarded with a lot noise, our content material have to be more personalized and inventive than ever.  

Devin Reed, founding father of The Reeder, advocates figuring out and embodying these 10 inquiries to “insanely know your viewers higher than anyone else” earlier than scoping and crafting content material. 

• What motivates them greater than cash?
• What do they worry?
• What makes them indignant greater than getting lower off on the freeway?
• What beliefs do they maintain that don’t make sense to anybody else? (The weirder the higher)
• What seasonal adjustments have an effect on their enterprise?
• What’s a profitable day appear like
• What present traits are affecting their enterprise and/or livelihood?
• How have they been burned prior to now?
• Who do they aspire to be?
• What’s the precise language they use to explain all of the above?

2. Ship multi-media content material that offers your viewers the management and context they crave

Develop, tailor and ship content material within the format and the channels our audiences depend on. This consists of creating experiences that shock and delight them. Consider:

• Video content material that enables folks to expertise the subject or resolution.
• Interactive instruments that enable execs to discover on their very own phrases.
• Self-guided studying by way of audio and visible instructional content material. 

Transcend one-dimensional content material comparable to commonplace blogs, canned webinars and white papers, which are inclined to clog our gross sales and nurture course of as an alternative of inspiring consumers alongside their journey.

Giving management and context additionally means we summarize and ship upfront what our viewers can count on once they make investments their time in our content material and model. This respectful contact in your content material advertising and marketing effort ought to embrace such trust-building techniques as: 

• What’s contained in the content material: Simple on the exaggeration!
• What they’ll be taught: Be actual.
• How a lot time they’ll want to take a position to get worth from the content material: This retains the creators and the viewers in sync.
• Presents for deeper studying or further property: Curate for them. 

That is what creating “experiences” and “connections” for our viewers and consumers means, whether or not your content material is machine-driven or human-generated.

3. Curate different folks’s content material in your GTM

Very similar to the AI mindset producing particular content material in your GTM, you need to use content material that’s useful to your viewers and already exists in your market. To be clear, I’m not saying to steal or plagiarize content material or copy. As an alternative, you must:

• Ask permission.
• Correctly give credit score and supply.
• Hyperlink to it as a useful resource.
• Put a abstract on the entrance finish.
• Report a brief video highlighting takeaways or commentary, including your take and perspective on the subject. 

You get the thought. The primary technology of AI-created content material reveals us that you simply don’t at all times must create recent, brand-new content material. If glorious content material exists, ask to make use of it, supply it, and hyperlink to it. Even when it’s your rivals, name it out after which layer in your worth, what’s lacking and what to do with it (utilizing Reed’s considerate recommendation famous above).

That is effectivity and effectiveness. Enhancing on present content material says every little thing about your model and firm — that you simply worth their time, you’re a part of the neighborhood and you’re assured in your resolution.  

Make the most of this distinctive second to up your content material advertising and marketing sport

Welcome to the AI content material revolution. For the curious, assured and courageous, it is a time to up our sport and contributions to the enterprise with content material. 

As you experiment with AI instruments to supply content material, you may establish the place, when and learn how to ship each AI-driven informational content material and the inventive, move-the-needle content material required to set your organization and options aside.

Experience the AI wave to stage up your content material advertising and marketing technique. Present your execs and group learn how to create actual worth and significant experiences.