• Determining what to automate: AI writing tools are typically better for top-of-funnel pieces such as blog posts and infographics. Using AI writing tools for high-value content such as white papers and partner stories can lead to mixed results. “We found that buyers won’t be so easily swayed by GenAI-authored content,” explained TechTarget in its 2024 Media Consumption Study recap. “Although our study notes a staggering 909 percent growth in GenAI purchase intent activity [YoY], even with GenAI’s rise, tech buyers prioritize content written by analysts and experts.” • AI bias and accuracy concerns: AI tools are known for distributing incorrect information. CMI listed accuracy concerns, copywrite concerns and corporate mandates among the leading reasons for avoiding generative AI tools. And in its recent state of AI report, McKinsey said that inaccuracy was the only risk that respondents were significantly more likely than last year to say they are working to mitigate. • Keeping up with SEO changes: Earlier this year Google updated its core algorithm to begin targeting sites that use low-quality AI content. Google’s new policy says that AI-generated content alone cannot meet its strict SEO quality standards. As such, sites that routinely deploy low-quality AI content risk facing penalties. Of course, marketers can still use AI to create content. But to rank highly, content must include value in the form of human insight and first-hand experience or subject matter knowledge. What Customers Want In recent years, many brands have turned to long-form content to boost SEO. But as DemandGen explained in its 2024 Content Preferences Benchmark Survey, short-form content is making a comeback. “Perhaps one of the most unique nuances of the self-service buyer is the speed they consume content — as prospects and buyers put the bulk of the research and decision-making processes on themselves, they’re opting for quick content that’s easier to digest,” DemandGen explained. “Specifically, when asked about the content formats that they found most valuable in their decision-making process, the top two answers were short-form content (67 percent) and webinars/digital events (65 percent). Webinars, in particular, experienced significant growth over the past year, as only 52 percent of buyers found them valuable in 2023.” Ultimately, it’s important to have a mix of short-form and long-form content across a variety of topics. In addition, DemandGen recommends marketers use the following strategies: • Rethink gating: DemandGen’s study revealed that two-thirds of buyers are somewhat or not likely at all to fill out a gated form. Most buyers will only provide information for content that they perceive as offering high value. • Add more insights: Marketing teams should consider adding more third-party insights to add value and create well-rounded content. Survey respondents said they want more material from industry analysts and thought leaders. • Ditch the pitch: 54 percent of buyers dislike when content is not objective or has too much of a sales pitch. DemandGen mentioned that “the slightest whiff of a sales pitch is enough to entirely turn them off from a business.” Kicking Content into Gear Content marketing may have a different look and feel in 2024 due to automation, but the same golden rule still applies: Consistently producing high-quality content will boost customer trust and loyalty, and boost sales. This is where many companies are dropping the ball. Part of the challenge is that publishing content is a grind. It’s a resourceintensive process that requires time, capital and access to trained experts. Oftentimes, marketing teams simply do not have the bandwidth to produce content efficiently. As a result, many companies currently lack robust blogs, websites and social channels – and are forcing customers and partners to look elsewhere for insights when making purchases. The good news is that there are many ways to go about developing and executing a content strategy on a budget. Recent advancements in AI lower the barrier to entry and potentially enable teams to produce more types of content at a faster pace. Understanding how and when to deploy them can help resource-constrained teams keep up with rising demand. In addition, companies can stretch their resources by inviting trusted partners and third-party analysts to assist with planning and production. This can help to align messaging, share resources and execute more collaborative campaigns. o Gerald Baldino is ChannelVision’s content director and has more than 10 years of experience covering technology sales, telecom and the channel. To learn more about how ChannelVision’s team of content marketing experts can help execute your strategy, email gerald@bekabusinessmedia.com. CHANNEL MANAGEMENT 46 CHANNELVISION | JULY - AUGUST 2024 Reason B2B Marketers Don’t Use Gen AI Accuracy concerns 36% Lack of training 27% Lack of understanding 27% Copyright concerns 22% Corporate mandates not to use 19% Unsure 14% Other 23% Source: Content Marketing Institute Content Types the Produce Best Results for B2B Marketers Case studies/customer stories 53% Videos 53% Though leadership e-books/ whitepapers 51% Short articles/posts 47% Research reports 43% Source: Content Marketing Institute
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