In the latest Content Marketing Institute study on B2B content marketing, 71% of respondents said content marketing has become more important to their company over the past year. The survey also revealed that 73% of B2B marketers have a content marketing strategy, though only 40% have documented it.
A content marketing strategy can bring countless benefits to AI companies. Let's dive into just a few of those benefits, some examples of AI companies investing in a content marketing strategy, and how you can get started.
Whether an AI company's primary goal for their marketing strategy is to build thought leadership, generate leads, streamline the sales process, build brand awareness, or improve SEO, content marketing can help.
AI is a complex industry, so it's not surprising that some potential customers might not understand how AI could benefit their business. That's where content comes in. With the help of educational content marketing, AI companies can explain to their target audience the benefits of their products and services and describe how the company can solve their challenges and pain points.
By creating, publishing, and promoting high-quality content, AI companies can position themselves as thought leaders in the industry. When companies share content that provides insights and solutions to address their audience's problems, they can build up their credibility as helpful, experienced experts. And this reputation can help AI companies gain a loyal following.
Content marketing gives AI companies the opportunity to offer valuable information and insights to potential customers. By publishing content that addresses their target audience's pain points, AI companies can reach potential customers and nurture them through the sales funnel. Plus, when leads engage with educational content, they learn more about the industry, the company, and the products and services, making them more qualified leads.
When you consistently create content that reaches your target audience where they are online — and in the buyer's journey — you can build awareness for your company, increase your visibility online, and reach more potential customers.
To help you envision how your AI company could use content marketing to generate results for your business, we've outlined some examples of AI companies that are using content in their marketing strategy.
IBM is a leader in the AI industry and has a robust content marketing strategy. The IBM website features a blog that covers AI-related topics including natural language processing, robotics, and more. The company also produces the "Making Data Simple" podcast that explores the latest trends in AI and data science.
Nvidia is a technology company that specializes in graphics processing units, which are essential components for AI and machine learning applications. The Nvidia blog covers topics including AI, data science, and gaming. The company also produces "The AI Podcast," which features interviews with AI experts and explores the latest developments in the industry.
Salesforce is a cloud-based software company offering AI-powered customer relationship management solutions. It has a blog covering various topics, including AI, the customer experience, and digital transformation. It also offers a newsletter, original research (that's gated to generate leads), and more.
Google's AI blog is an excellent example of content marketing. This blog covers various AI-related topics, including natural language processing, computer vision, and deep learning. Google also has a robust publications database so its audience can pursue a wealth of education.
OpenAI is a cutting-edge research lab focused on creating AI technologies. The website provides a wealth of resources for developers and researchers, including research, APIs, and blog posts. Moreover, OpenAI effectively promotes its content on social media, where the company shares updates on its research and engages with the AI community.
For companies that want to gain organic traffic and stand out from competitors, content is king. More than half of B2B marketers say that creating and publishing more content, improving existing content, and actively promoting that content are top priorities.
To join the ranks of these marketers and make content marketing an effective part of your marketing mix, here are a few steps you can take to get started:
Define your target audience so you can create content that resonates with their needs and interests.
Develop a documented strategy that outlines your goals, the types of content you'll create, the topics you'll cover, your subject matter experts, and your target frequency of publication.
Ensure your content is high-quality, informative, and engaging to position your brand as an industry expert and provide value to your audience.
Promote your content through relevant channels, like social media and email newsletters.
Measure your content marketing results using analytics tools so you can refine your strategy and optimize your efforts for maximum impact.
It's time for AI companies to implement content marketing strategies to reach their audience, generate leads, build thought leadership, and ultimately generate more revenue. So what are you waiting for?
I'm the director of brand and content for Intero Digital. I'm a wife and mom to two beautiful girls, and I'm a big Missouri sports fan and lover of sushi. I have a passion for using marketing to educate, tell stories, and drive business results.