AI is changing how marketers create content with Generative AI tools, such as ChatGPT, Claude and Canva. Creating emails, social posts and campaign collateral is easier than ever and much more scalable.
This is great for time management and efficiency, but speedier content creation means more content is competing for the same audience attention.
In addition, the way business leaders search for content is changing. AI platforms mean many results for queries are found in search summaries before users have even visited a website. According to NavBoost, nearly 60% of engine searches end without a click. For AI platforms, that percentage increases to over 80%.
For marketers, the challenge is to create content that stands out but also get it in front of target audiences.
Visibility issues
In the past, being able to create high-quality content was an advantage to those with the budget or creative flair - a real USP. Today, when AI tools make it so easy to create campaigns, it's the attention of audiences that's becoming more valuable.
And as more marketers adopt AI tools, the gap between your content and your audience is widening.
Traditional audiences are losing dominance
As we know, AI tools are being used to search the internet for answers in place of search engines. For marketers who have previously relied on search engines to reach audiences, they're now coming up against the zero-click issue.
Paid placements can still attract audiences, as they're prioritized over organic search. However, a positive move is to think differently about where audiences are consuming content.
Emails and newsletters still rule
As a traditional form of media, email and newsletters are still considered among the most effective ways to engage audiences.
In a recent report by Email Marketing for Business, 59% of B2B marketers say email is their highest revenue-generating channel.
Because they've opted in, subscribers choose to read what lands in their inboxes, particularly when it comes from trusted organizations and when they know the information shared has been professionally curated.
Email Marketing for Business also found 80% of B2B buyers are more likely to engage with content relevant to their role and needs.
With this advantage, brands can connect with audiences who've chosen to receive information within specific industries and subject areas. Marketers can now look to build even stronger connections through this relevance.
Trusted audiences
Audience quality is key, too, which is why first-party data audiences and behavioral insights are such assets. When a business understands what their readers are engaging with, they're much more likely to have their content resonate than if they rely on simple demographics alone.
SmartBrief offers this within its trusted media environment, along with FutureB2B's Affinity platform for identifying high-intent audiences. Meaning marketers can combine this to improve engagement and visibility as traditional channels change.
The future of marketing is audience-focused
With success continuing to be about reaching the right audience, albeit changing how this is achieved, trusted audience environments provide stability.
Brands that invest in reliable audience access and behavior-driven insights will be better positioned to maintain visibility and strong content engagement. This will result in greater campaign success in an AI world.
Working on your audience strategy? Reach out to learn how SmartBrief and FutureB2B can help.
