May: Go to Writer.com, sign up for an account, go to Cowrite and click on the Highlights template, and put in the last blog post that hit your site, and see what comes out. We're going to automatically give you a package of highlights, and it's things that you can use on social, it is a meta description, it is takeaways. Think about how long it would have taken somebody to do that. With a coffee break and even a mild case of writer's block, you just saved yourself four hours.

Use it on the next post and think about what it would be like if the output were customized to your workflows. Maybe you're sending out an email newsletter, maybe you've got a link building campaign where you excerpt that post and send it out to 50 people to post on their blogs or in their newsletters. Whatever it is in your workflow, think what would it be like for me to press a button and actually get that content, what would be most accelerating? Then if you happen to have examples of that, that first version is going to be even better. We just need to be pointed to where it is, whether it's a Google Doc or it's live on your site, to be able to train on it.

I love how easy May made it sound!

Now, you can use the tool May mentioned or, you can pick the tool of your choosing.

The big point I heard was pick a tool, start playing, and try something small yet new in your B2B marketing mix. Now, we'll get back to May Habib in a few minutes but first it's time for some...

Dope B2B Learnings From The Vault of MarketingProfs Articles

That's right, It's time to dig into the treasure trove of valuable information and pull out two pieces of gold to help you be a better B2B marketer.

Article one this week is: AI in B2B: Let's Not Forget the Intelligence of Humans by Andy Keith:

"Everywhere you look, artificial intelligence is being touted as a solution for just about all digital aspects of businesses. It seems like AI is even the answer to some questions we aren't asking (AKA, solving problems we don't have).

"Marketing is not immune to this push for AI. Quite the opposite, actually. Trade publications are inundated with references to, and hype for, artificial intelligence. And there's no denying all the data derived from digital marketing opens the doors to useful applications. The term "data-driven" has been circulating around the industry for the past decade.

"Of course, marketing has always been data driven to some extent, but our abilities to uncover insights have been enhanced exponentially by the digital transformation. Artificial intelligence is the progression, the next step, of this data science proliferation for marketers, but there seem to be some important caveats lurking beneath the hype."

Article two this week is: Marketing at the Speed of Thought: AI Use Cases for Four Content Types by May Habib:

"Your marketing team's ability to dream up a campaign—or, more accurately, type it up—and automatically create first drafts of copy, images, video, and audio, is no longer science fiction. Thanks to generative AI, marketing teams across all sorts of industries are transforming how they do business.

"Two major characteristics of AI are dramatically faster speed of execution and the substantial potential for deep personalization across four main media types: text, imagery, video, and audio."

Want to take a look at each use case for four content types?

If so, check the links in the description below after the live show to get access to both amazing MarketingProfs articles.

OK, back to May Habib... Let's dive back into this conversation of Empowering B2B Marketing Teams With an AI Content Process.

Marketing Smarts viewers, you know me. When I'm talking about any topic pertaining to what B2B Marketers aka you might be implementing in the future, I want to know where it might go wrong.

That way, you can keep an eye out and learn from others mistakes. So, I asked the question, what are some AI hurdles you've seen companies face along the way?

Here's what May wanted to share with us.

May: We've only seen this happen once. Again, it's early days in the market and all of our customers are incredibly sophisticated. We did see someone invite a content marketing agency that they've been working with for a long time into their Writer instance, and that's total kosher, you can invite whoever you want into Writer, and then they invited a freelance writer who didn't fact check what came out of Writer.

The large language models are liars. We do something called claim detection, it's going to be out in general release really soon. The facts that we're not sure are correct, we'll highlight for the writer to make sure that they Google and check. This writer was just not as conscientious. Thankfully, it got caught (not great for the agency) at the customer level.

Those are the kinds of things. Number one, you have to bring in good writers. That is just the be all and end all. You cannot give a writing tool to somebody who isn't good outside of a writing tool. That's what I think is going to be super interesting in this new world. Our technology and editors are only getting more powerful in terms of really turning a conversation into great finished prose. Research being automated, really being able to ask AI questions and have it automatically end up as prose.

To those who are great, they'll be able to master these tools and get even better and get even more prolific. The inverse is true. It's a virtuous cycle. It could also be a vicious cycle. That really is the number one thing is really making sure that you trust the folks that you've given the tools and publishing authority to.

Yep, you have to make sure you are checking those facts!

This also makes me think about how AI is a great place for a fast start but, do your due diligence to add your own thoughts, check your facts, and your own creativity!

And then I love this! You can't or, you shouldn't, give an AI writing tool to someone who is not a good writing outside of the tool. When I say good, by the way, I mean has a process, understand what they need and what they need to communicate and can do it in a way that covers all the bases!

Remember, earlier in the show? Enabling faster! In this case speeding up the great writers you already have!

We're going to get some words of wisdom from May Habib here in a few minutes but right now it's time to turn the spotlight on you, the MarketingProfs community. Yep, time for...

From The #MPB2B Community

We searched far and wide in the #MPB2B universe to find amazing information and conversation to bring to the masses.

So, first, make sure you are using the hashtag, and second, make sure you have fun and add value to the community.

Then, we'll spotlight you or your crew on the show. This week, it's...

2HandsUP Marketing or @2HandsUPMkt

They Tweeted - 3 Key B2B Marketing Themes from #MPB2B #Marketing

I love their three takeaways from last years B2B Forum!

Speaking of that, do you have your tickets for 2023 yet? I hope so.

Want to see what 2HandsUp marketing had to say? Check out the description and click that link to check out the Tweet and the post and learn more!

Marketing Smarts viewer, I have to ask... are you going to be next to get the spotlight?

Remember community, use the hashtag #mpb2b on Facebook, LinkedIn, or Twitter and get the light shined on your awesomeness in the next episode or a future episode of the Marketing Smarts Live show!

Pro tip, it won't hurt if you tag me into your post as well; I'm @georgebthomas on LinkedIn and Twitter.

OK, let's kick it back to May Habib and some words of wisdom around this topic of Empowering B2B Marketing Teams With an AI Content Process.

Here is what May Habib wanted to leave us with...

May: I think taking a step back. So many marketing leadership positions are shorter lived than the leadership positions of parallel teams. We've all read the headlines around the average tenure of CMOs. The data really does extend down to the VP level, too. I think at the end of the day, we're trying to put brands on the map in this enduring way. What could be more important than a brand voice that was associated in your audience's mind with you, who made that happen, made that consistent, and took that through the whole company? I think that is a role that the most successful CMOs really relish. The CMO of Accenture, who is just an amazing customer of Writer, to Jamie Barnett, who is an incredible three-time CMO who has been a big supporter and driver of what Writer has become.

When I think about the most successful CMOs, they are associated with the brand voice of the company and making that a reality. When you think about that trickling down into initiatives for marketing, I guess that would be my learning from having gotten the privileged seat of watching marketing teams, watching these marketers close up and the things they care about, the things they focus on, and then how that translates into how their teams operate. It is so much less about how many blog posts did we get up, or what is the keyword ranking of this set of keyword groups, etcetera. It is does the audience know who we are? In the words of Ann Handley, brand voice is the new logo. Could they distinguish us from our writing?

I love the idea of taking a step back.

But, it saddened me to think about the stat of CMO [tenure] length at a company.

However, brand voice and being the person who can make it powerful, consistent, and a massive impact of the companies they work for.

What do you care about? What do you focus on? Is your team set up to equal success in the future?

Last but not least, May dropping the quote from our own Ann Handley: Brand Voice is the new logo!

Have you enjoyed today's journey? Let us know, use that hashtag #mpb2b on whatever platform you are joining us on.