In B2B digital marketing, staying ahead of the curve is essential for success. One of the most significant developments in recent years has been the rise of generative AI and its potential to revolutionize content creation and SEO strategies. In this blog post, we'll explore some valuable insights shared by Kieran Flanagan, current CMO at Zapier and former SVP of Marketing at HubSpot, on how he leveraged generative AI to drive growth and engagement.

AI: The Catalyst for Scale

The advent of AI has provided an unprecedented opportunity to fill content gaps at scale. For organizations with strong domain trust, like HubSpot, the impact on traffic can be substantial. However, Flanagan cautioned that it's crucial to navigate this landscape wisely. A rushed or unrefined use of AI runs the risk of leading to a saturation point, diminishing returns over time.

Beyond Quantity: Opting for Quality with AI

To truly leverage AI, it's vital to focus not just on quantity, but on the quality of the content generated. Inspired by Brian Dean's SkyScraper Technique, Flanagan shared that HubSpot saw the best results by fine-tuning AI models to not just generate content, but to enhance it. This includes adding context, integrating video and imagery, and overall, creating a richer, more engaging content experience. This approach not only serves the immediate goal of filling content gaps but does so in a way that is more likely to generate engagement and add real value for your audience.

Engagement: The Key to Long-Term Success

It's well-documented that Google's algorithm favors engaging content, utilizing engagement signals to refine search results. Therefore, creating content that fails to resonate with your audience is not a viable strategy for long-term success. That's why HubSpot's strategy pivoted to using AI in order to create content that not only ranked well but also meaningfully engaged and solved for the user.

Lessons for B2B Marketing Teams

For B2B marketing teams, the message is clear: generative AI holds immense potential for content generation and repurposing, but its power must be wielded with care. Lazy or untargeted use of AI is unlikely to yield the results you're looking for. Instead, focus on strategies that prioritize user engagement and content quality. Some key takeaways include:

1. Use AI to enhance content, not just generate it. Add context, multimedia elements, and create a richer user experience.
2. Focus on engagement metrics, not just traffic. Create content that resonates with your audience and solves their problems.
3. Continuously refine your AI models based on performance data to improve the quality and relevance of your content.
4. Stay ahead of the curve by experimenting with new AI tools and techniques, but always keep the user experience at the forefront.

The use of generative AI in content creation and SEO is not just about automating processes, but about enriching the user experience. By following the example set by HubSpot and focusing on quality, engagement, and continuous improvement, B2B marketing teams can harness the power of AI to drive growth and stay ahead in the competitive digital landscape. As AI continues to evolve, it's crucial to stay informed, experiment wisely, and always keep the needs of your audience at the heart of your strategy.