Helen Cox Marketing Consultant Kent and London

Wordsmithing in the Future: AI Tools for B2B Brands

Many of us have heard all about AI and the things that it is doing to the world around us. While some of the information out there in the media is not always positive when it comes to AI, businesses are realising that AI tools can prove to be beneficial when it comes to particular aspects of their brands. Especially when it comes to saving time.   

This is particularly true when it comes to content creation. AI copywriting software has meant that those B2B brands that want to get great content out there can do so much quicker and easier. All they need to do is think about the topic they want to get out there and then the software will create content that aligns with this request.   

Other things that AI content tools can help you with include:  

  • Blog post ideas and outlines  
  • Title tags  
  • Meta descriptions  
  • Copy for ads  
  • Social media posts  

Whilst these tools can be a great way to get content out there and make the process much more streamlined to move through, you still need to know how exactly to get the best results from your chosen AI content tools.   

How to use AI content tools to get the best results  

AI tools are clever and can really help you to create content, but you, as the user, still need to approach their use in a way that is strategic and thoughtful. You can do this in a variety of ways.   

The first is to set clear objectives. Whilst AI tools are incredibly intelligent, they still need clear rules to provide you with exactly the results that you are looking for. This means that you need to ensure that you provide them with a set guideline on what you need.   

You also need to make sure that you understand the tool that you are using. 

Many of them are easy to use, but they still take some time to master. It might feel like you want to dive straight in and get to work, but it is always best to get a feel for what the tool is capable of before you dive straight in.   

It’s important to remember that you need to still provide the AI with quality input. It heavily relies on your input; if you use words, phrases, and instructions that are not of the best quality, the chances are that the outputs you receive will fall below the level you are hoping for.   

Another key thing to remember Is that the AI tool is only going to give you a starting point that you can then use for your content creation. You are going to need to make tweaks, and personalisation and edit the content so that it completely matches with the tone of your brand.   

You may also need to take the time to fact-check and verify what the AI tool has created. The content may not always be entirely accurate, which means that you are going to need to verify facts, information and figures before you get to post the content for all to see.  

Use AI to repurpose content  

Whilst you can use AI to create brand new content for you to post online, another way that it can be used is to repurpose content that you have previously shared. There is always a chance that you will have content that has performed better than other posts that you have created, so why not maximise how well these work for your brand?  

First of all, you are going to need to identify what those key pieces are, then you can try to use AI to transform them to work in a whole new way.  One example of this is to use an AI-powered transcription tool to help you to convert a video that you have previously recorded and shared, into text. This can then be used as a whole new blog post, some social media posts or perhaps even transformed into an eye-catching infographic.   

Another way that you can reuse older content is to use the AI tool to break down the length of blog posts that you have shared, creating smaller, easy-to-digest content that can then be posted online and bring some attention to your website or blog.   

The importance of balance  

I have shown here that there are lots of great things about AI tools and there are so many ways that they can be used for your business, but, you should acknowledge and recognise the limitations of these tools. It is incredibly important to remember that balance is key when it comes to marketing your brand.   

Whilst you can use AI tools as a quick win, a way to simplify and speed up things; when it comes to content, there really can be no comparison to a human taking the time out to create a blog post and share it online.  

This is because AI tools look at content that is already out there in the world, they then take this content and transform it into something that may look new, but ultimately is not. This means that if you want to make sure that you have an opinion and thought that relates to you as a brand, or even you as a person within that brand, then you are going to need to take the time to write it for yourself.   

This human touch is something that AI really cannot provide, no matter how clever it gets.   

Take a look at some of my other blogs you may be interested in:

AI and Law firm marketing

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.