Using AI for Content Creation

Are you tired of pouring your heart and soul into content that fails to drive results?

You’re not alone.

A staggering 60% of B2B content sits unused, never reaching its intended audience or achieving its goals.

But what if I told you there was a secret weapon to overcoming these challenges? A way to create content that captivates your audience and drives meaningful business results?

The Key to Creating Compelling Content

The answer lies in understanding your audience and harnessing the power of AI to streamline your process.

We’ll examine the key elements of creating content, from understanding user intent to adapting your approach based on your company’s maturity level. Along the way, I’ll share real-life examples and practical AI-powered techniques you can implement to uplevel your content game.

So, whether you’re a startup just finding your footing or an established enterprise looking to maintain your market position, you’ll find a comprehensive toolkit below.

Why Create Content?

You might be asking why create content when it’s such a hassle to begin with.

With so many brands vying for attention online, it’s easy to wonder: Is it really worth the effort?

The short answer? Absolutely.

As traditional outbound marketing becomes less effective and online ads get pricier, content offers an alternative way to reach your target audience.

If done right, content can bring immediate and long-term rewards.

Great content:

• Builds your site’s authority and search rankings, driving web visits and leads

• Positions your company as a thought leader in your domain

• Creates brand awareness and educates potential buyers

By providing helpful, informative content tailored to each stage of the buying process, you can connect with potential customers and guide them toward a purchase. As you know, buying journeys today are non-linear and buyers want answers anytime, anywhere. Content is a great way to give them what they want.

Think about it: Would you rather buy from a faceless corporation or a brand that regularly shares helpful, engaging content that speaks directly to your needs and challenges?

Why Is Creating (Good) Content So Hard?

If you’re a B2B marketer or content creator, you’ve likely experienced the frustration of staring at a blank page. And even when you do manage to create something, the lackluster response from your audience can be equally disheartening.

You’re not alone.

I’ve been a marketer for more than two decades at small and large companies, early and mature stages — and content creation has always been the hardest task to do well.

One of the biggest hurdles is lack of resources. According to a survey by the Content Marketing Institute, 58% of marketers cite inadequate time, budget, or personnel as their top challenge. When you’re stretched thin and wearing multiple hats, it’s difficult dedicating the time and energy to creating high-quality content.

But even with ample resources, creating content that resonates with your audience is no easy feat. It requires a deep understanding of their needs, preferences, and pain points and the ability to translate those into engaging pieces.

So, what’s a content creator to do?

The key is to focus on delivering value to your audience. It means being strategic in your approach and using the right tools and techniques to streamline your process.

Understanding Your Audience

Creating content without understanding your audience is like trying to strike up a conversation with a stranger at a party. You might be sharing valuable information, but if it doesn’t resonate, it’s all for naught.

That’s where user intent comes in. User intent (also known as search intent) is the key to every online search. By understanding what motivates your audience to look for information, you can craft content that speaks directly to them.

It helps to understand the four main types of search intent:

• Navigational: When users are searching for a specific website, like “HubSpot login.”

• Informational: When users seek answers to questions, such as “How to implement CRM software?”

• Commercial: When users are researching products or services before making a purchase, like “best project management tools for small businesses.”

• Transactional: When users are ready to buy, using search terms like “buy Salesforce CRM.”

The goal is to create content that aligns with its corresponding search intent.

For example, if you’re targeting users with informational intent, your content should be comprehensive, well-researched, and provide clear, concise answers to their questions.

You can use tools like Answer the Public or One2Target to find relevant questions in your niche.

Why Use AI For Content Creation

AI is changing the game for content creation.

Almost half (49%) of B2B companies already use AI to speed up content creation and improve quality, and more than 70% of marketers who use AI say their content marketing is more effective.

We know that AI isn’t great at every task, but an SEMRush study shows the most popular content types for AI-supported creation include:

• blog articles (58%)

• social posts (55%)

• short articles (49%)

• short videos (31%)

• email (29%)

If you plot out your content generation workflow, you’ll be surprised at just how many steps you can assign to AI.

Embracing the Future of Content Creation

As we’ve seen, creating compelling content is no easy feat. It requires a deep understanding of your audience, a strategic approach tailored to your growth stage, and a willingness to experiment and adapt.

Whether you’re a small startup or a well-established brand, the key is to start now. Experiment, learn, and keep creating. Embrace AI and emerging technologies, but always prioritize the human touch. In the end, that’s what great content is all about — not just driving clicks and conversions but sparking real change and connection in the lives of your audience.

So go forth and create, my fellow content warriors. The future is yours to shape, one story at a time.