Reasons to LOVE AI for partner content marketing
Did you know AI has helped 55% of marketers boost their bottom line? (MEDIUM) How about 60% of marketers feel as though AI has helped them create more customer-centric experiences? (MEDIUM) Or what about how roughly 3 out of 4 marketers are using AI to help them generate content today? (Knack blog)
All true.
These figures paint a clear picture: AI isn't a fleeting trend. It's a full-blown revolution destined to reshape the future of marketing, including B2B partner marketing. But why this sudden surge of infatuation for AI? In our previous blog, we mentioned some smart ways to use AI in partner marketing. In this blog, we’re diving deeper into those reasons and sharing why we LOVE AI for partner content marketing and why you should, too.
Hyper-personalization
Any marketer knows that the more personalized you get with content, tactics, and campaigns, the harder a program can be to execute. Any marketer also knows that the more personalized you get with content, tactics, and campaigns, the better it will perform.
But in the words of Sweet Brown, “Ain’t nobody got time for that!” Teams are stretched thin and have little time to consistently create the personalized experiences that today’s buyers are beginning to expect in the market. Plus, as marketers, it’s highly unlikely you know the exact buying triggers for every persona unless you have extensive time to complete market research.
AI can help marketers hyper-personalize content such as:
Landing pages and media assets: Dynamically adjust content and offers on partner marketing landing pages and media creative based on audience demographics, interests, and past interactions.
Co-branded marketing materials: Generate personalized versions of co-branded brochures, eBooks, and webinars for different segments, personas, and value props.
Special offers and promotions: Tailor promotions and discounts to individual buyers and/or partners based on their unique persona attributes. Find the “thing” that ultimately makes your prospects convert.
While these tips seem pretty straightforward, if you haven’t used AI to personalize your campaign assets, you’re missing out on just how powerful these extra touches can be. Here’s an example of content that we’ve created tailored for two new audiences using AI (Google Bard, now Gemini) and a hypothetical value prop for a fictitious soft drink brand we’re naming Quench.
See what we mean? While these examples aren’t perfect, they absolutely showcase just how powerful AI tools can be when applied in a way that helps marketers save time while helping them reach the business bottom line faster.
Save time on research
We mentioned previously that marketers these days don’t have a ton of time. Given what little time we have, we are likely aren’t spending as much as we’d like on research to generate leads and generate them now.
AI can help marketers learn more about their targets, competitors, and products. Let’s dive into an example.
In the partner marketing world, a lot of the research we do is around competitors, so let’s take Quench again and simulate what some research done via AI (ChatGPT) could look like.
In about three minutes, AI was able to answer key questions about Coca-Cola that, generally speaking, any marketer would need to know in order to create assets and campaigns. For partner marketers, here are a few specific research types you can (and should) try to tackle using AI:
Competitive research
Brand challenges and opportunities
Persona data and perspective
Brand perception
Market considerations
The research capabilities using AI are endless. Just double-check any data obtained by any AI service—as sometimes individual points can be inaccurate or fabricated.
Content inspiration
Creating quality content is hard.
Creating quality content at scale is even harder, and when creativity and inspiration are fleeting, it can be hard to come up with the right ideas needed to meet your business goals.
When writer’s block strikes, AI can help marketers get out of a creative slump by providing some unique and helpful suggestions to get their brains back in the game.
Here are some great ideas as to the types of content inspiration that AI can help with:
Topic suggestions – If you’re fresh out of ideas, AI can help. If you’ve got a rough idea of what you’d like your content to cover, AI can help you refine and edit using data and insights to land on the right topic.
Titles and names – Need a catchy title for your brand’s latest blog or downloadable asset? Try asking AI for help by adding critical details about what the content is about or even pasting the content into the prompt directly.
Outlines and guides – Having trouble structuring a piece of content? AI can help with that, too. Simply enter the information you know into the prompt and let AI help you organize that information into a succinct document that can help guide your writing.
Content format – Should your idea be a blog, eBook, infographic, or something else? Ask AI and see what the machine thinks. Using trends and audience preferences, AI can help you figure out the most impactful format.
Check out the example at right we created using Microsoft Copilot. We’re using Quench here as the example again.
Unify disjointed writing
When creating B2B marketing content, there’s often a lot of hands in the pot. And even if there’s only one origination point for any content, creators are often starting and stopping while they’re creating content, which can make any lengthy copy sound different depending on when it was created.
AI can help you nail down the right tone of voice and type of language to use and can help make that content sound like it all came from the same place at the same time. It can also help you master the tone and voice of certain campaigns or brands that you’re working with to make sure your content is on target every time.
Here’s an example of a few lines with different voices, about Quench again, unified using Grammarly’s AI tool:
Oh, and we used AI to unify some of the copy in this blog, too. (Our spirit of experimentation is alive and well.)
AI is here to stay, and as marketers, it's our choice to either try to ignore it or embrace it. When used correctly, AI can be a gamechanger for B2B partner marketing. For your next pieces of content, try one of our tips and let us know on LinkedIn how it goes!