It’s not exactly news, is it? The rise of generative artificial intelligence (AI) has sparked a huge amount of discussion about its potential to revolutionize various professions and practices, including B2B content writing.
There are some who way this is just premature panic. But there are already examples of “content providers” who are substituting generative AI for staff writers. That’s to the detriment of the content marketing profession, and, I’d suggest, also bad for the marketers who put these tools to work grinding out uninspired content just for the sake of SEO.
For instance, if you’re in the legal sector you’re probably aware of the outright hazards of relying on generative AI to do your work for you. This attorney probably rues the day he ever heard of ChatGTP. And while it’s (surprisingly) easy to laugh about the travails of an attorney, there are hazards for content marketing types, too.
While AI has demonstrated mind-blowing capabilities, it’s vital to recognize that when it comes to producing B2B content, it can’t match the quality and value brought to bear by expert human writers.
That’s why the title of this post contains the word “good.” Generative AI can churn out content, sure. Is it good content that will resonate and convince human audiences to connect with your brand?
So let’ll try to prove the point by exploring the unique qualities and expertise that human writers possess, making their contribution irreplaceable in the realm of B2B content writing.
1. Contextual understanding in B2B content writing
B2B content writing requires a deep understanding of complex business environments, industry-specific jargon, and target audience preferences. Human writers possess the ability to analyze and interpret intricate concepts, tailoring B2B content to resonate with the intended audience effectively.
People can grasp the nuances and subtleties that AI may struggle to comprehend, ensuring the accuracy and relevance of the B2B content they produce.
2. Creativity and originality
Creativity is the lifeblood of compelling B2B content writing. Human authors bring a unique blend of imagination, experience, and originality to their B2B writing work, offering fresh perspectives and innovative ideas that captivate readers. Generative AI makes up nothing out of whole cloth or imagination; it’s gathering data and recombinantly delivering variations, but not wholly original or insightful material.
They also understand when to impose subtle limits on creativity so the work is more appropriate or relevant. If there was a true “creativity switch” for AI, the platform wouldn’t know when to turn it on or off, would it?
They can infuse personality into their writing, employing storytelling techniques and persuasive narratives that resonate with B2B audiences on an emotional level. That’s a feat that AI-generated B2B content has yet to convincingly replicate.
There’s another factor at work: Human discernment. We’ve got a knack for developing bullshit filters that, over time, allow us to sift the gold from the dross, and that’ll hold for B2B content writing, too. We’ll become more sensitive to the “uncanny valley” between human-authored content and content that’s been produced by an AI. In a lot of cases – say, with a C-level executive – that reader will be more comfortable with insights and information that are the product of a human expert.
3. Subject matter expertise
Expert human writers often possess deep domain knowledge and expertise in specific industries or niches. Their familiarity with industry trends, market dynamics, and emerging technologies allows them to craft B2B content that demonstrates authority and credibility.
This firsthand knowledge enables SMEs to provide valuable insights, share industry-specific best practices, and address complex challenges. While AI lacks the real-world experience to replicate effectively in B2B content writing.
4, Adaptability and sensitivity to context
B2B content writing requires adaptability to cater to diverse target audiences, industry verticals, and always-changing marketing objectives. Expert human writers can understand the context their writing must function within and adjust their tone, style, and language to align with both specific messaging guidelines and audience preferences.
They can relate to readers, tailoring B2B content to address the audience’s pain points, aspirations, and unique challenges, ensuring a personal and meaningful connection that AI-generated B2B content struggles to achieve.
5. Emotional intelligence and empathy
As implied above, one of the most significant differentiators between human writers and AI-generated content is the ability to empathize, to understand the emotional nuances that affect audiences.
Human writers can tap into the emotional triggers that influence decision-making processes, crafting B2B content that resonates with content consumers on a deeper level. And despite the fact some might think B2B purchasers function on an exclusively factual level, it’s not true. There’s a big emotional component in making any business investment…whether it’s fear of failure, confidence, desperation, or otherwise.
This emotional intelligence is the secret sauce that allows them to create B2B content that instills trust, builds relationships, and fosters brand loyalty—crucial for successful B2B marketing.
We can’t do great content without human B2B content writers
While generative AI has made momentous strides in a lot of fields, including B2B content writing, the inherent qualities of expert human writers just can’t be transplanted into software. Emulated, maybe, but that’s not the same.
Their contextual understanding, creativity, subject matter expertise, adaptability, and emotional intelligence collectively contribute to the unique value they bring to the job.
The inherent qualities of expert human writers just can’t be transplanted into software.