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Use nudges, not prompts to captivate high value audiences

AI_Blog_Image_Mar_2024

AI, it’s on every B2B marketer’s radar right now, and hailed by some as a silver bullet for shrinking marketing budgets and streamlined operations.

But while it’s great for automating production tasks, updating product information, changing brand colours in an instant, or dynamically throwing together a disposable in-the-moment-asset – that’s not necessarily going to cut it with a sophisticated B2B audience.

For those B2B marketers trying to reach elusive decision makers, earning their attention requires engaging them through valuable insights and expertise, that not only addresses their pain points and business challenges, but does it with motivating ideas and inspiring points of view.

This hard-to-reach audience demands content that carves out a compelling narrative based on new thinking and ideas that can’t be found anywhere else, to capture and captive their interest among a sea of me-too subject matter experts and solutions.

So, it’s no secret that B2B marketers must work their butts off to grab attention by providing content that’s not simply a re-hash of existing knowledge, that delivers truly insightful and valuable content along with empathy, authenticity, and authority.

To do this, takes an audience first approach rather than an AI first approach, to nudge and move them along their journey of discovery.

1. Not just facts – empathy

It’s not simply a case of knowing what problems your prospective customer has, it’s empathising with what that means to them, and where they are in their current journey, to provide a guiding light and tangible outcomes. For example, if you’re targeting a financial decision maker (a CFO, Finance Director, or even a business owner), you’ll know that managing increasing business costs is high on their agenda – that’s not new. But by empathising, we can get deeper into the impacts of managing costs and the additional burden this places on them.

For example, does it hinder their ability to support growth efforts? What about talent attraction and retention, or balancing shareholder returns and investor attractiveness? The impact you choose to highlight will vary according to the value your solution provides, and possibly even which type of financial decision maker you’re targeting. Empathy enables you to tailor your message to the pain points you know they’re facing.

2. Not just statements – a point of view

Regurgitating jargon, existing knowledge and the latest trends isn’t enough for these discerning decision makers to take notice. Sure, AI is super quick and useful for assembling a structure and some key points, but you’re going to need to elaborate on this and formulate your own point of view and your organisation’s unique difference.

Using AI might be useful in giving you options for how to articulate this, but the essential ingredients need to come from expertise you develop.

3. Not clinical – human

It takes time to write and often rewrite your point of view – which is more art, than science to become persuasive and pervasive among your audience.

After all, if you’re going to ask a high value, time-poor buyer to give up their time to read, watch or listen to what you have to say, then it’s well worth your while putting in that extra effort to reward them. But it goes further than that. Tone, personality, style are all very human characteristics – they help to define and differentiate you. A great piece of content is often imbued with this characteristic which helps to deliver the cut through and make your piece ownable.

So, while AI can give you the thought starters and structure to support you and help get your writing moving, it still takes a human touch and point of view to craft a truly compelling piece of thought leadership, that will nudge your audience in the right direction.

If you need help with uncovering deeper insights about your target personas, or developing content that moves and engages them, get in touch.