Rethink Content Marketing: Leverage AI to Level Up Your GTM Strategy

With AI-generated content becoming increasingly popular, it’s a great time for marketing leaders to rethink how to use content to bolster their go-to-market (GTM) strategies. Content should be focused on your audience and buyers, not just the traditional definition of your ideal customer profile. It should also be multi-media and provide control and context to the consumer. Additionally, curating content from other sources is an efficient and effective way to demonstrate value and create meaningful experiences.

Creating content isn’t just about making something new. It’s about knowing your audience and embodying the 10 questions: What motivates them more than money? What do they fear? What makes them angry more than getting cut off on the freeway? What beliefs do they hold that don’t make sense to anyone else? What seasonal changes affect their business? What’s a successful day look like? What current trends are affecting their business and/or livelihood? How have they been burned in the past? Who do they aspire to be? What’s the exact language they use to describe all the above?

Video content, interactive tools, and audio and visual educational content should be used to surprise and delight your audience. Additionally, be transparent when summarising and delivering content. Let your audience know what they can expect when they invest their time with you.

Content curation is also an important part of content marketing. Ask permission, credit and source, link to it as a resource, and provide a summary. It’s a great way to show your audience and buyers that you value their time and are part of the community.

Overall, this is a great opportunity to use content to set your company and solutions apart. Create real value and meaningful experiences for your customers, and use AI tools to produce content. Leverage the AI content revolution to level up your content marketing strategy and show your execs and team what you can do.

Originally reported by Martech: https://martech.org/3-ways-to-rethink-contents-role-in-your-b2b-gtm-strategy/
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