In the realm of B2B industrials, the digital landscape has long been an untamed frontier. While consumer-facing industries have eagerly embraced content marketing and SEO strategies, their B2B counterparts have often lagged behind, leaving their brands adrift, invisible to potential buyers.
Think of your industrial buyers wandering in the vast ocean of the web without SEO as their compass and without branded and informational content that guides your buyers towards your company’s unique solutions.
However, with the advent of artificial intelligence (AI) tools like ChatGPT, and Perplexity, a new era of opportunity has dawned for B2B industrial marketers … one where domination of their niche is not just a possibility, but a tangible reality.
For decades, B2B industrial marketing has relied heavily on traditional tactics such as trade shows, cold calling, industry associations and print advertisements to reach potential buyers. While these methods may have yielded results in the past, they are increasingly ineffective in today's digital-first world. As buyers become more digitally savvy, they turn to the internet to research products and solutions before making purchasing decisions.
Face it, your buyers are not giving up their smart phones. Their shift in behavior has left many B2B industrial brands struggling to connect with their target audience online.
As I often ask my clients/owners, “Are your branded sales materials at the top of Google to greet your buyers?”
Most answer in the negative.
Enter content marketing and technical SEO … a dynamic duo that has revolutionized the way B2B’s engage with customers in the digital age. Content marketing involves creating and distributing valuable, relevant content to attract and retain a clearly defined buyer, while technical SEO focuses on optimizing a website's structure and content to improve its visibility in search engine results. Together, these strategies have the power to elevate your industrial brand's online presence and drive qualified leads to your doorstep.
Despite the undeniable potential of content marketing and technical SEO, many mid-size B2B industrials have been slow to adopt these practices, viewing them as complex and time-consuming endeavors. However, this reluctance to embrace digital marketing tactics is no longer tenable in today's hyper-connected and hyper-competitive landscape.
With AI-powered tools like ChatGPT and Perplexity, B2B industrial marketers NOW have access to a wealth of resources and capabilities that can propel your industrial brand to the forefront of your niche.
One of the most compelling features of AI tools is their ability to generate high-quality content at scale. By leveraging natural language processing (NLP) algorithms, these tools analyze vast amounts of data and generate human-like text on virtually any topic. This means your marketers can quickly and easily create blog posts, whitepapers, case studies, ebooks and other forms of content that resonate with your buyers … all without the need for a team of writers or extensive editorial oversight, a major hurdle for most mid-size B2B’s.
However, let me interject one critical caveat and another marketing essential where B2B's have lagged behind.
While AI streamlines content creation, brand building cultivates your company's authenticity, trust and connection with your buyers. It humanizes your business in a digital ocean flooded with automated, often boring and repetitive content. Therefore, amidst all these great AI advancements, be sure to invest in brand building by consulting with an experienced expert.
Furthermore, these AI-enhanced tools can assist your marketers in identifying the most relevant keywords and topics to target in their content, thereby optimizing their SEO efforts. By analyzing search engine trends and user behavior patterns, AI tools like SEMrush.com can recommend topics that are likely to drive organic traffic to your website and increase its brand visibility in search engine results pages (SERPs). This proactive approach to SEO ensures that your B2B industrial brand is not just waiting for buyers to find them but actively positioning your industrial brand as the thought leaders and experts in your industry.
Moreover, AI-enhanced marketing automation platforms such as HubSpot can analyze your customer data and behavior patterns to provide valuable insights into market trends, competitor strategies, and emerging opportunities. By harnessing the power of machine learning algorithms, your marketers can make more informed decisions and develop targeted marketing campaigns that resonate with your buyers.
I have been a HubSpot evangelist, investor and user (Yep, this blog is on a HubSpot platform) since 2010 and I constantly amazed at how HubSpot continues be at the forefront of marketing technology, including the integration of AI into their "Hubs".
The era of overlooking the potential of content marketing and technical SEO in B2B industrial marketing is over.
With the rise of AI-powered search tools like ChatGPT, Perplexity and others, your B2B industrial now has the opportunity to not only compete but dominate your niche in the digital landscape. By leveraging the capabilities of AI to create high-quality content, optimize SEO efforts, enhance the customer experience, and gain valuable insights, your marketers can position your brand for success in the digital age.
It's time to embrace the power of AI and seize the opportunity to lead the pack in B2B industrial marketing.
Still skeptical?
Go to ChatGPT or Perplexity and type in a highly technical question that addresses common pain points of your buyers/clients? Be sure and try both AI tools, as their algorithms gather information in a completely different manner. Be sure to use specific and “long-tail” keywords and natural language questions such as these examples below:
- “I need route-based ultrasound testing for my plant floor. Who provides that service in Michigan?”
- “I need PLC and SCADA programming services. Can you list the companies in Michigan that provide those services?”
- “Who provides automated guided storage systems near me?”
- “Who in west Michigan repairs large electric motors?”
Note the lack of specific companies mentioned in some of the answers. The answers tend to be accurate, but very generic. That is because the companies that provide these services have lagged behind when it comes to content marketing and SEO.
The bottom line … I think that we can all assume AI-assisted tools like ChatGPT and Perplexity provide a glimpse into the future. Create great content, with SEO expertise and your company and your services will be mentioned in any new AI search tool to come along ... and also at the top of Google's search page … placing your sales materials and brand ahead of your competitors.
PS:
I often work with Greg Miller at www.maxwellandmiller.com if my client's need help with branding. By understanding market trends, buyer behavior and your competitive landscape, Greg will craft a brand story that resonates with your buyers ... and separates your story from the tidal wave of online content. Call Greg or me and we can get you started.
Need help crafting your B2B marketing strategy, tie your SEO and content together and prepare for AI? , give me a call or contact me via email.
