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Man Vs Machine - The Brave New World Of B2B Content Marketing


Ironically, it sometimes seems as though everyone in the realm of B2B PR is jumping on the bandwagon of developing interesting, unique content. At other times, it appears as though a large number of people are waiting in line to turn their content creation over to mass automation technologies. So what is man vs machine - the brave new world of B2B content marketing?

Let's have a detailed look at man vs machine - the brave new world of B2B content marketing. Here is the most recent argument in favor of techies, taken from a Forbes article by Scott Redick that foresees an increase in automation:

News writing will increasing become the domain of automated software programs…PR firms will hire technical experts to manipulate code on content farms, search algorithms and copywriting bots.

The eventual effect will be that public relations specialists will act as "truth engineers," in Redick's phrase, twisting the facts to suit the needs of their clients.

Some cynics would think that's what PR specialists do these days, although with words rather than code. Yet, there is a significant difference between putting your best foot forward, something that the majority of B2B PR professionals aim for, and overt dishonesty.

COPYRIGHT_MARX: Published on https://marxcommunications.com/man-vs-machine-the-brave-new-world-of-b2b-content-marketing/ by Keith Peterson on 2023-04-18T11:18:49.303Z

Any PR professional's toolset should not contain this kind of total misrepresentation. Let's get back to technology and content in the interim.

There is no doubt that content can be changed by machines to trick search engines. Additionally, content automation firms like Automated Insights excel at crafting data-driven articles, while it's been claimed that they occasionally hire people to polish the writing.

I'd suppose a computer could do better work than some of those protracted, terminology-heavy heaps of jibberish, given the caliber of certain human-written (so antiquated!) press releases.

Having said that, content marketing involves much more than just publishing articles. Material should have a little quirkiness, a dash of whimsy or artistry, in order to stand out among the deafening roar. Joe Pulizzi cites:

Epic content is all about stories that inform or entertain, that compel people to action and truly makes a difference in people’s lives. It positions the company as a trusted leader. It makes the buying process easier.

B2B content marketing needs to be organized around a plan in addition to having compelling content. If it's not, it's just copy and not marketing with objectives and outcomes.

It's excellent when technology helps us achieve our objectives and improves or streamlines operations. The "marketing" in content marketing, and frequently, the "content" part as well, relies on the subjective evaluations of actual people. Even if a machine may be excellent at processing data, it cannot draw the fine distinctions or use clever rhetoric that we can.

A logic-driven machine would make the language grammatically accurate and by doing so, lose the rhythm of the phrase. A classic Winston cigarette ad contained a grammatically wrong term, using "like" instead of "as." It went: "Winston tastes nice as a cigarette should."

By the way, I created this article fully on my own without the help of a computer, a machine, or a Star Wars droid.

Strategies For Combining Human And Machine Efforts In B2B Content Marketing

Combining human and machine efforts in B2B content marketing can lead to more effective and efficient campaigns. Here are some strategies for doing so:

  • By using algorithms to analyze customer data, you can gain valuable insights into what your target audience is interested in and what content is most likely to convert them into paying customers. This can inform your overall content strategy and help you create more targeted and effective content.
  • AI can help you personalize your content for specific audiences by analyzing user data and creating custom recommendations. By tailoring your content to specific customers, you can increase engagement and conversions.
  • Machines can automate certain tasks, such as social media posting or email marketing, freeing up human marketers to focus on more creative tasks. This can help increase efficiency and reduce the workload of human marketers.
  • While machines can assist with content creation, humans are still needed to create high-quality content that resonates with audiences. Humans can bring a level of creativity and originality to content that machines cannot match.
  • Humans are still essential for building relationships with customers, something that machines cannot do. By building strong relationships with customers, you can increase customer loyalty and drive repeat business.

By combining human and machine efforts in B2B content marketing, you can create more effective campaigns that resonate with your target audience and drive conversions.

Robotic hand and human hand touching each other
Robotic hand and human hand touching each other

Examples Of Successful Machine-assisted B2B Content Marketing Campaigns

Machine-assisted B2B content marketing has become increasingly popular in recent years as more businesses recognize the benefits of using AI and machine learning to analyze data and inform their content strategies. Here are some examples of successful machine-assisted B2B content marketing campaigns:

HubSpot's Personalized Content Recommendations

HubSpot is a leading provider of inbound marketing software. They use AI to analyze user data and provide personalized content recommendations to customers. By using machine learning algorithms to analyze user behavior and preferences, HubSpot is able to provide relevant and personalized content recommendations that increase engagement and conversions.

Salesforce's Predictive Lead Scoring

Salesforce, a cloud-based software company, uses machine learning algorithms to predict which leads are most likely to convert into paying customers. By analyzing data on leads' past behavior and demographics, Salesforce is able to provide more accurate lead scoring that helps their sales teams focus their efforts on the most promising leads.

IBM's Watson-powered Content Creation

IBM uses its Watson AI platform to assist with content creation. By analyzing data on topics and trends, Watson is able to provide insights into what content is likely to perform well and provide suggestions for headlines and keywords. This has helped IBM create more engaging and effective content for its B2B audience.

Adobe's Real-time Personalization

Adobe uses AI to personalize its content for different users in real-time. By analyzing data on user behavior and preferences, Adobe is able to deliver personalized content recommendations and experiences that increase engagement and conversions. This has helped Adobe create a more tailored experience for its B2B customers.

Microsoft's Chatbots

Microsoft uses chatbots powered by AI to assist with customer service and lead generation. By using chatbots to handle common customer service inquiries and assist with lead generation, Microsoft has been able to increase efficiency and reduce workload for its human marketers.

These examples demonstrate how machine-assisted B2B content marketing can be used to analyze data, personalize content, and increase efficiency, ultimately leading to more effective and successful campaigns. By leveraging the power of AI and machine learning, businesses can create more targeted and engaging content that resonates with their B2B audience.

People Also Ask

What Is B2B Content Marketing?

B2B (business-to-business) content marketing refers to the creation and distribution of content that is designed to attract and engage a target audience of other businesses. The goal of B2B content marketing is to generate leads and ultimately convert those leads into paying customers.

What Is The Role Of Machines In B2B Content Marketing?

Machines, particularly AI (artificial intelligence) and machine learning algorithms, can play a significant role in B2B content marketing. They can be used to analyze data, identify trends, and personalize content for specific audiences. They can also automate certain tasks, such as social media posting or email marketing.

How Does Human Input Fit Into B2B Content Marketing?

While machines can be incredibly helpful in B2B content marketing, human input is still crucial. Humans are needed to create high-quality content, come up with creative ideas, and interpret the data that machines provide. Additionally, humans are still needed to build relationships with clients and customers, something that machines cannot do.

What Are Some Examples Of Machine-assisted B2B Content Marketing?

One example of machine-assisted B2B content marketing is using AI to analyze website traffic and user behavior to personalize content recommendations. Another example is using machine learning algorithms to analyze social media data and identify trends in what content is resonating with your audience.

Is Machine-assisted B2B Content Marketing Better Than Human-led Content Marketing?

Neither machine-assisted nor human-led B2B content marketing is inherently better than the other. Both have their strengths and weaknesses, and it ultimately depends on the specific needs of your business. However, a combination of both machines and humans can often lead to the best results, as each brings unique strengths to the table.


The concept of man vs machine - the brave new world of B2B content marketing highlights the growing trend of using artificial intelligence and machine learning to enhance content creation and distribution.

While machines can analyze large amounts of data and generate content at a rapid pace, the role of humans in the content creation process remains crucial. By combining the strengths of both man and machine, B2B marketers can create more effective and engaging content that resonates with their target audience.

Ultimately, the use of technology in B2B content marketing can help businesses stay competitive and adapt to the ever-evolving digital landscape.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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