e ways to reconsider the role of content in your B2B GTM strategy

ChatGPT, generative AI’s growing capabilities are shining a spotlight upon content. This attention will benefit your go-to market strategy in sales, marketing, branding, digital, product, and other areas.

This is a great opportunity to increase the content’s value while keeping it top of mind for everyone. This is a great opportunity to show how content consumption changes to our audience. Here are three ways that marketing leaders can use the AI-generated content trend to boost content marketing’s effectiveness.

1. Content that is exclusive to your buyers and audience will be doubled

Although it may seem obvious, many of our content efforts focus on the traditional customer profile. In a world where B2B professionals are constantly bombarded by so much noise, it is essential that our content be more personal and creative than ever.

Devin Reed, founder and CEO of The Reeder, believes in knowing and embodying these 10 questions before you start to create content.

* What motivates them more that money?

* What are they afraid of?

* What is more irritating than being cut off on the freeway for them?

* What beliefs are they holding that make no sense to anyone else? (The more bizarre the better).

* How do seasonal changes impact their business?

* What does a successful day look and feel like?

* What are the current trends that affect their business or livelihood?

* What have they done to the past?

* Who are they aspiring to be?

* What language do they use to describe the above?

2. Multi-media content gives you the opportunity to give your audience the context and control they desire

Create, adapt and deliver content according to the formats and channels that our audience trusts. You can also create experiences that delight and surprise them. Consider:

• You can experience the solution or topic through video content.
• Interactive tools that enable pros to explore on their terms.
• Audio and visual educational content can be used to self-guide.

Don’t limit yourself to one-dimensional content like white papers, canned webinars, and standard blogs. These tend to slow down our sales and nurture process and discourage buyers from following their lead.

We give control and context to our audience by defining and delivering upfront what they can expect from us when they spend their time with our content and brand. Trust-building strategies should be part of your content marketing efforts.

• What’s in the content? Easy on the exaggeration
• What they’ll be learning: Be real.
• The time they will need in order to extract value from the content. This keeps the creators of the content and the audience in sync.
• For deeper reading and additional assets, please Curate.

This is how we create “experiences” or “connections” for our buyers and audience, regardless of whether your content is machine-driven and human-generated.

3. Your GTM can be used to curate content from other sources

Similar to the AI mindset that generates specific content for your GTMs, you can also use content that is valuable and existing in your market. Let me be clear: I am not suggesting that you steal content or copy. You should instead:

• Ask permission.
• Correctly credit and source.
• It can be linked as a resource.
• A summary should be added at the beginning.
• Make a quick video that highlights key points or comments, and add your perspective.

You get the idea. We can see that AI-generated content is not always necessary. Ask for the use of excellent content, get it sourced, and then link to it. You can call them out, even if they are competitors. Then, add your value and the missing information. (Refer to Reed’s thoughtful advice above).

This is efficiency and effectiveness. This is efficiency and effectiveness.

This is a great opportunity to improve your content marketing skills

The AI content revolution is here. This is the time for the brave, confident, and curious.

You can use AI tools to create content by experimenting with them. This will allow you to identify the best times, places, and ways to deliver both AI-driven content as well as creative, move-the needle content to help you set your company apart and make your solutions stand out.

Use AI to improve your content marketing strategy. Your team and execs will learn how to create meaningful experiences and real value.

MarTech first published the post 3 ways you can rethink content’s place in your B2B GTM Strategy.