In a world where attention is scarce and distractions are abundant, it’s important for businesses to focus on creating content that puts people first. It’s not simply enough to produce content that promotes your products or services. You need to create content that engages your audience, builds trust, and establishes your brand as a thought leader in your industry.
But how do you do this in a world where chatbots and AI are increasingly taking over customer interactions?
You need to create epic content. Epic content is people-first content.
In this article, we will take a closer look at what entails people-first content and the mechanics of running people-first B2B content in a ChatGPT world.
People-First B2B Content: What is it?
Research has shown that people respond more positively to content that speaks to their needs and interests, rather than content that is purely promotional. By taking a people-first approach, B2B companies can build trust, authority, and loyalty with their target audience, which can lead to increased engagement, conversions, and brand recognition.
People-first B2B content is a content creation approach that puts the needs and wants of the target audience at the forefront. It aims to create content that is genuinely helpful, informative, and entertaining for the reader or viewer.
The content is designed to answer questions, provide insights, and offer solutions to issues that the target audience may face. It focuses on building a relationship with the audience by providing value-added content, rather than just promoting products or services.
People-first B2B content ensures that the content is not only informative but also engaging and relevant to the target audience’s specific needs. It will help build a strong relationship with the audience rather than just appealing on a transactional level. Ultimately, the audience will be more loyal and invested if they see content that speaks to them as human beings rather than just as customers.
In short, people-first content is epic content.
Content AIs like ChatGPT: What Role Do They Play in Content Creation?
It’s important to recognize that artificial intelligence (AI) tools like ChatGPT and GPT-4 models are not the enemy. As the largest language models, they can actually be valuable tools for engaging with your audience and providing them with much-needed information.
Because they understand the human language, they can also help to streamline the content creation process, saving you time and allowing you to focus more on creating content that resonates with your audience, and even curate top-ranking content from multiple sources.
But let me be clear: AI is not a silver-bullet solution for content creation. They can give you a head start because they can immediately generate a correct output, but they can’t replicate the thunderbolt of emotions that real human-generated content can deliver. Remember, too, how they can give nonsensical answers to questions with prompt examples that are not well thought of.
The GPT-3 model and other AI-powered technology (Google Bard, ChatGPT or GPT-4 model, Google translate, and others) are only tools, and should not serve as a replacement for human creativity nor a substitute for human interaction. Even if they produce human-like responses, they have a tendency to provide unsafe content in answering questions.
The smartest content creators know that people-first content is still the best way to engage and connect with your audience, so it’s important to ensure you balance both the technology of artificial intelligence and the human element when creating content.
So, to truly unlock your content’s potential and get the correct output in mind, choose a blended approach of AI technology and good old human ingenuity.
“HomeZada was a company that had an understanding of social media and performing it ourselves. However because of all the business elements that we needed to prioritize and the inability for us to gain more expertise, we had to turn to the experts which is Social Success Marketing. Their expertise has then since grown our social media presence and the steps we need to take to enhance our social media and meet the demands of the ever changing social media environment..”
— Elizabeth Dodson,
Co-Founder of HomeZada
Data and Analytics: The key to optimizing your people-first content
Data and analytics are the bedrock of optimizing your people-first content in a ChatGPT world. According to studies, more than a million used ChatGPT just five days after its launch, and a month after, one hundred million human users were accessing it.
With this in mind, businesses are keen on drilling down to the micro-data level to know what works and what doesn’t. Through analyzing data on website traffic, user journey, and attribution modeling, businesses can fine-tune their content output to enhance user experience and conversions.
The data provided by analytics also helps businesses understand the demographics of their target audience. This understanding is crucial in tailoring the content to the specific needs and preferences of the intended audience. Statistical data such as click-through rates (CTR), bounce rates, and time-on-site provide a clear understanding of the content that works and what doesn’t.
A thorough analysis of the analytics of content allows teams to find new ways of presenting information or using a format that works better in specific niches. As analytics and CRO become prominent, content optimization will become more automated and data-driven.
Ultimately, the power of data and analytics lies in their ability to help you create people-first content that engages and converts. By leveraging these tools, you can better understand your target audience, create content that resonates with them, and measure the performance of your efforts.
So if you’re serious about creating effective B2B content, it’s time to embrace data and analytics.
The Mechanics of Running a People-first B2B Content in a ChatGPT World
In the world of B2B content creation, the rise of AI has been both a blessing and a curse. On one hand, the biggest issues are that these intelligent machines have billions of machine learning parameters and can churn out content at lightning speed, freeing up time and resources for active monthly users to focus on higher-level tasks. The sheer volume and wide range of content being produced can make it difficult for businesses to stand out and connect with their audience.
So, how can businesses stay competitive in this content-creator AI world while maintaining a people-first approach? It all comes down to the mechanics of running a successful content operation.
Foremost, businesses must prioritize their audience. Too often, companies get caught up in producing content that serves their own interests rather than providing value to their target customers. By truly understanding their audience’s pain points, needs, and desires, businesses can create content that resonates and fosters meaningful relationships.
Of course, understanding the audience is just the beginning.
To truly stand out, businesses must create content that is not only valuable but also compelling and engaging. This means investing in the right tools and technologies that allow their content to truly shine. Whether it’s stunning visuals or interactive elements, businesses must leverage every tool at their disposal to create content that captivates their audience.
It’s important to remember to stay true to your brand identity. While it can be tempting to appeal to a broader audience or mimic the style of others, it’s crucial to maintain your unique voice and values.
Instead, focus on creating content that aligns with your brand’s voice and messaging. This will help you establish a consistent and recognizable brand identity that your audience can connect with.
So, whether you’re creating blog posts, answering common questions (or follow-up questions), posting on social media content, or writing email campaigns, always keep your brand identity front and center. A strong brand identity will set you apart and help you establish a loyal following.
“Putting your audience first lays the foundation for creating
successful content that captivates and resonates with them
while staying true to your own brand identity.“
But perhaps businesses must never lose sight of the human touch. While AI can certainly help streamline content creation or even provide the correct answer in a dialogue format, it cannot replicate the emotional connection that comes from genuine human effort. By infusing their content with personality, authenticity, and a sense of humanity, businesses can create content that truly resonates and fosters lasting relationships.
So the mechanics of running a people-first B2B content operation in an AI-ChatGPT world comes down to a simple formula: prioritize the audience, invest in the right tools and technologies, and never lose sight of the human touch.
By following these principles, businesses can create content that not only stands out in a crowded digital landscape but also connects with their audience on a deeper, more meaningful level.
The Human DNA of Authenticity and Creativity
With AI taking over content creation, it’s easy to forget that a real person is still the one consuming content. That’s why a people-first content strategy should always be at the core of your marketing plan.
The human DNA of authenticity and creativity sets people-first content apart from ChatGPT answers or chatbot-generated content. When you stay true to your brand’s values and are creative, you can build a loyal following that differentiates your brand from the competition. Your audience will thank you for it, and you’ll drive actual business results without coming across as robotic or inauthentic.
To infuse authenticity into your content, you need to define and communicate your brand’s values and voice and ensure that your content reflects that. Rather than resorting to generic buzzwords, focus on telling relatable stories that showcase your brand’s personality. Injecting creativity into your content means thinking outside the box and finding new formats and topics that capture your audience’s attention in innovative ways.
Creativity is essential for engaging content, and it’s about finding innovative ways to showcase your brand personality. Giving attention to the current news cycle and experimenting with various formats, such as video, podcasts, and interactive content, can bring a fresh perspective to your messaging. You can also explore new topics and angles to keep your audience interested and engaged.
Combining authenticity and creativity can help you create content that resonates with your audience on a deeper level.
I have known Ruby for over a decade, and I appreciate her knowledge, expertise, and talent with Social Media Marketing. She depicts a strategy for SCTools’ new and existing customers with excellent results. We look forward to a long-term business relationship with Ruby Rusine.
— Lermit Diaz,
Owner, SCTools r
In a ChatGPT World, Standing Out is More Crucial Than Ever
In a ChatGPT world, it’s more important than ever for businesses to stand out from the crowd. With the sheer volume of content being generated by these intelligent machines, it can be difficult for companies to get noticed and make an impact. As someone who works in the B2B world, this is something I know all too well.
Use intel gathered from data to prioritize understanding our customers’ needs, invest in the right tools and technologies to create captivating content, and never lose sight of the human touch. With these strategies, we can create people-first content that truly stands out in a crowded digital landscape and helps us foster lasting relationships with our customers.
At Social Success Marketing, our goal is to help businesses create content that resonates with their audiences and drives actual business results. We believe that in the current climate, people-first content is more important than ever. Through data-driven insights and innovative technologies, we can help you craft content that truly stands out from the competition and helps build lasting relationships with your customers- through social media marketing and our SEO-ready articles.
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