How Can B2B Content Marketers Successfully Integrate GenAI?

6 Opportunities to Overcome the Challenges

About This Report
The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

GenAI can be useful to B2B marketers by helping them overcome content creation challenges. But marketers also face new obstacles brought on by the technology, and they’ll need to balance the power of genAI with human creativity and oversight.

Key Question: How can B2B marketers use genAI to transform content creation, navigate challenges, and strike a balance between AI automation and authentic human connections?

Key Stat: Fifty-seven percent of B2B marketers said creating the right content is a challenge.

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    Table of Contents

    1. Executive Summary
    2. GenAI is fundamentally altering content creation
    3. How can B2B marketers respond?
    1. Three takeaways for B2B marketers who act now
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Interviewed for This Report

    Joseph Braue
    Vice President Content Solutions
    Interviewed November 28, 2023
    Michael Brenner
    Marketing Insider Group
    Interviewed November 29, 2023
    Tamara Prewitt
    Quantent Marketing
    Fractional CMO
    Interviewed November 30, 2023
    Robert Rose
    The Content Advisory
    Interviewed December 6, 2023
    Scott Vaughan
    Vaughan GTM Advisory
    Chief Market Officer
    Interviewed December 6, 2023

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    First Published on Jan 30, 2024


    Kelsey Voss


    Vladimir Hanzlik
    Executive Editor
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst

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