Marketing teams are under more pressure than ever to create high-quality content. But despite the abundance of online tools that aim to streamline the process, many teams are struggling to produce materials that educate and nurture customers.
In the latest CMI report, B2B marketers cite a lack of resources as a top situational challenge — same as the previous year. The most frequently cited challenges include creating the right content, producing content consistently and differentiating content. Additional challenges include optimizing content for SEO, creating quality content, and keeping up with internal demand.
This comes as many teams are experimenting with AI tools for things like blog posts and social content. Nearly three-quarters of B2B marketers (72%) say they use generative AI, while 61% say their organization lacks guidelines for its use.
“Generative AI is the new, disruptive capability entering the realm of content marketing in 2024,” says CMI chief strategy officer Robert Rose. “It’s just another way to make our content process more efficient and effective. But it can’t do either until you establish a standard to define its value. Until then, it’s yet just another technology that may or may not make you better at what you do.”
Marketers also need to be aware of Google’s recent core algorithm update, which is now targeting sites that have low-quality AI content. One of the key takeaways from the update is that on its own, AI-generated content is unable to match Google’s quality standards for search engine optimization (SEO). Companies that attempt to churn out spammy AI posts to improve visibility risk getting penalized by Google — and turning away customers in the process.
Of course, there is still a place for AI in content. AI tools can add value and expedite workflows when they are used effectively. But as with any tool, it’s how you use it that matters. Above all else, content must be original and offer value to be effective. The fundamental rules of SEO and content production still apply.
The fact is, producing content is hard work. It can be exceedingly difficult, especially for teams that lack the resources to build and execute complex content marketing campaigns. And with the busy spring conference season in full force, many teams are spread thin and short on time.
Now is the time to take a hard look at your content marketing materials including your blog posts, press releases, customer stories, whitepapers, social copy and web copy. Do a gut check, and think about whether the content that your team is producing is up to par.
If your team needs extra support or guidance, help is around the corner. Beka’s content marketing experts can help launch powerful content marketing campaigns that position your brand as trusted channel leaders, without the heavy lifting.
To learn more, contact Berge Kaprelian at 480.503.0770 or berge@bekebusinessmedia.com.
