B2B Content Marketing Priorities: Creativity, Performance, and (Artificial) Intelligence

There's no getting around it: 2023 was the year of the content creator. 

Were you expecting us to say it was the year of AI? Of course, but that's the easy answer. After ChatGPT's user-friendly interface burst onto the scene in late 2022, AI-enabled tools reached ubiquity with almost dizzying speed. 

The technology smashed norms in nearly every industry, but we daresay few felt its influence as acutely as content creators. As B2B marketers, we were forced to question - and ultimately redefine - our roles, identities, and strategies in an era of unprecedented digital transformation. 

And redefine you did. Although AI was, understandably, one of our hottest topics, readership data for our articles shows that B2B marketers are still striving to add value in ways that technology alone cannot achieve. As we've alluded to throughout the year, there remains an ineffable, irreplaceable 'human' element in content creation that AI, for all its capabilities, cannot fully replicate.

So here's to you! From leveraging the power of storytelling to mastering the nuances of LinkedIn, our 2023 roundup is a testament to the enduring importance and spirit of human creativity and connection that drives the best B2B marketing efforts.

We’ve grouped the posts below in a rough thematic fashion, but there’s no right or wrong order to read them.

The Power of Storytelling and Content Marketing

The statistics and trends are clear: content marketing still matters when engaging with B2B audiences and building brand authority. And although AI can be a helpful content creation co-pilot or brainstorming partner, it cannot replicate the authenticity of human subject matter experts, whose lived experiences and unique insights add depth and a credible perspective to content. 

In this increasingly AI-driven era, there will only be more noise for customers to sift through. The answer is to differentiate your brand, provide value no one else can, and forge meaningful connections with audiences. Creative storytelling - especially around your brand - is a must.

Expertise alone isn't enough: you might pack your blog with world-beating insights, but bland delivery will drive readers elsewhere. Only a good story well told can break through to customers fatigued by the attention-obliterating onslaught of modern media. 

LinkedIn: Still the Place to B2B

Faithful readers will recall LinkedIn featuring highly in our 2022 Top 10, and our audience’s interest shows no signs of abating. This year, we saw an intense desire among B2B marketers to use LinkedIn’s various features more fully. 

People wanted insights on maximising hashtags’ utility to boost their visibility and engage with a broader audience. They wanted to demystify the LinkedIn algorithm to better align their content strategies and stay informed of platform and algorithm updates.

B2B marketers were also keen to dig into LinkedIn’s ever-expanding feature set, like newsletters, which offer an engaging way to build a rapport with an audience. They prioritised mastering direct, effective outreach via InMail to potential clients, partners, and connections.

LinkedIn’s new generative, AI-enhanced ads were another hot topic, with readers seeking strategies for maximising the ROI of their on-platform ad spend. Given LinkedIn’s solidifying role as a priority channel for account-based marketing (ABM), readers wisely spent time learning about the Campaign Manager and Sales Navigator tools. 

AI Remains Top-of-Mind for Marketers

There's no escaping the long shadow of AI - we couldn’t even write our storytelling and LinkedIn sections without tripping over it. It only took a single year for the AI conversation to shift from “University students are using AI to cheat!” to the wildfire pace of AI adoption.

Organisations will have to reach a consensus on how to harness the power of AI. 2024 will probably bring some big conversations. Will companies like Adobe and Microsoft put AI in the hands of every creative worker? What does that mean for brand differentiation? Does it devalue content? As marketers, how can we thoughtfully tailor our use of AI in B2B marketing to avoid losing the essential human touch in our marketing strategies?

Somewhat ironically, one way to approach the latter is to leverage ChatGPT for a detailed persona roleplay and analysis. By feeding the AI (aggregated, non-personally identifiable) data about your ideal customers, you can build a chatbot keen to help you develop effective marketing strategies tailored to a specific persona.

A Note on Our Methodology

When putting together our top twelve articles, we used a weighted metric to ensure “younger” articles published near the end of the year had a fair shot to make the list. We also unapologetically included some of our most recent reads we thought would be worth your time. 

If you agree, don’t wait for next December to check back! Every week, 1827 Marketing publishes an article on content marketing, marketing automation, marketing strategy, online advertising, or some other aspect of B2B digital marketing. 

You can also browse our entire article archive in the Smart Thinking section of our website. 

Embracing the Human Element in a Digital World

As we close out a year defined by rapid technological advancements and the rise of AI, it's clear that the true heroes of this narrative are the content creators. B2B marketers like you are navigating this new terrain with agility and ingenuity, proving that while AI may be a powerful tool, it's the human touch that truly shapes compelling marketing narratives.

So, what were our key takeaways for 2023? First and foremost, look for unique and powerful ways to tell the stories only you can tell. After that, stay agile: ensure your content meets customers where they’re already actively engaged in meaningful business discussions, and embrace force-multiplying innovations like AI.

Speaking of force multipliers, if you’re ready to elevate your B2B marketing strategy in the coming year, book a demo with us. 1827 Marketing offers a blend of content creation services and marketing automation platforms that will keep you ahead of the curve - and your competition.

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