Tag Archive for: Content marketing

Just Because AI Can Create Your Marketing Doesn’t Mean It Should

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AI has transformed the marketing industry, and in my opinion, it’s one of the most exciting developments we’ve seen in years.

Like many people working in PR & Marketing, I use AI quite frequently. Whether it’s helping develop an idea, analysing data, overcoming writer’s block or expanding on a concept that’s already forming, it’s become an incredibly valuable tool. It saves time, improves efficiency and often challenges me to think about ideas from a different perspective.

 

That’s why this isn’t an article arguing against AI. It’s an article about authenticity.

 

Recently, I’ve noticed a growing trend, particularly among smaller businesses, where AI isn’t being used to support marketing, it’s becoming the marketing itself. Instead of photographing a new menu item, businesses are generating AI images. Instead of creating authentic social media content, they’re relying on AI-generated captions and promotional posters that, more often than not, are instantly recognisable.

 

The issue isn’t that AI has been used. In fact, some of the most innovative campaigns in recent years have embraced AI in clever, strategic ways that genuinely enhance the customer experience. The problem comes when businesses use AI as a replacement for creativity rather than a tool to support it.

 

Consumers Are Becoming More AI Aware

Not long ago, AI-generated imagery felt impressive because it was new. Now, audiences are becoming far more familiar with it, and that means they’re also becoming much better at spotting it.

 

It’s the overly polished finish, the almost cartoon-like aesthetic and the subtle details that don’t quite feel real. Even the copy often follows familiar patterns and phrases that make it feel less like someone genuinely wanted to say something, and more like they simply needed to publish a post.

 

Of course, not everyone will notice these things, and not every AI-generated image is poor quality. In fact, some are incredibly convincing. However, amongst the likes of Gen Z, there is an increasing awareness of AI-generated content and, with that, a growing perception that obvious AI marketing can feel rushed, impersonal or lacking in effort.

 

Whether that’s entirely fair or not is another conversation. What matters is that perception influences how people feel about a brand.

 

Authenticity Has Become A Competitive Advantage

 

For years, businesses chased perfection. Professional photography, flawless graphics and carefully curated social feeds were considered the benchmark of good marketing. Today, I think consumers are looking for something slightly different, they’re looking for proof.

 

Proof that your coffee really looks like that. It’s proof that your restaurant is busy on a Saturday afternoon. Proof that people genuinely enjoy visiting your business.

 

When I discover somewhere new, I don’t want to see an AI-generated version of what I might receive. I want to see what I’ll actually be served.

 

One of the best examples I’ve come across recently is a local coffee shop  ‘Cup’  whose Instagram is filled with photographs of its real drinks, homemade bakes, customers queuing outside and videos of the atmosphere inside the café. There isn’t anything particularly groundbreaking about the content, but that’s exactly why it works. It feels genuine.

 

In fact, it was authentic enough to convince me and a group of friends to make a trip just to visit!

 

Now imagine if that same account had been filled with AI-generated coffees and perfectly polished promotional graphics. Personally, I’d have been questioning whether the real thing could ever live up to what I’d seen online. That’s the difference.

 

Marketing shouldn’t just make something look good. It should build confidence in what customers are actually going to experience.

 

AI Should Support The Process, Not Replace It

 

This is where I believe AI offers the greatest value.

 

Need help developing a campaign idea? Use AI. Want to summarise research or analyse campaign data? Use AI. Looking for a fresh perspective on a piece of copy you’ve already written? AI is brilliant for that too.

 

Where I become more cautious is when AI produces the final version of something that represents your business without any human creativity layered on top. Anyone can ask AI to generate a poster within seconds.

 

The real skill lies in taking an idea, understanding an audience and turning it into something that genuinely connects with people. That’s where experience, creativity and strategic thinking still matter, and why marketing is about so much more than simply producing content.

 

Marketing Isn’t About Looking Perfect Anymore

 

Perhaps the biggest shift I’ve noticed over the last few years is that authenticity is becoming more valuable than perfection.

 

Consumers are increasingly drawn to behind-the-scenes moments, real photography and businesses that aren’t afraid to show the people behind the brand. They want to know who they’re buying from, not just what they’re buying.

 

If every café generates the same AI coffee, every florist creates the same AI bouquet and every restaurant promotes the same AI burger, what actually makes those businesses different?

 

Your products are different. Your team is different. Your customers are different. Your story IS different.

 

Those are the things that build loyalty, and they’re things AI simply can’t invent.

 

The Future Belongs To Businesses That Use AI Wisely

 

I don’t believe the future is AI versus human creativity. The future is both.

 

The businesses that will stand out won’t be the ones trying to replace people with AI. They’ll be the ones using AI to become more efficient, generate better ideas and remove repetitive tasks, while still investing in authentic photography, thoughtful design, genuine storytelling and creative thinking.

 

AI can help create content faster than ever before. But trust, personality and authenticity still have to come from the people behind the business.

 

Because while AI can create your marketing, it can’t create what makes your business worth talking about in the first place.

SOCIAL MEDIA ADVICE FOR B2B COMPANIES

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Social media marketing is pretty vital to every company, but it’s easier for some than it is others. Marketing plans can be particularly tricky to navigate at the best of times, so we’re here with some social media advice for B2B companies from The Source team. We have a wealth of experience in B2B PR support, which includes content marketing, social media and media relations and from that experience, here’s what we recommend.

Top Social Media Advice For B2B Companies

Click on the links below to jump to specific social media advice for B2B companies…

  1. Find the right social media platforms
  2. Utilise industry news
  3. Remember that people like people
  4. Keep things interesting
  5. Leverage appropriate hashtags
  6. Don’t underestimate Facebook groups

Find The Right Social Media Platforms

Not every platform will work for every company, that goes for B2C industries as well as B2B. For example, TikTok marketing is a great opportunity for brands with a visual appeal, such as tourism providers, wedding dress manufacturers and cosmetic companies. Other platforms, such as LinkedIn, work much better for B2B marketing, especially for service products such as CRM software, for example. There’s no one way to decide which social media platform will work best for your B2B company, so the best way to approach is through trial and error. See which types of content get the most engagement, and where. Traditionally, though, we’d match the following top platforms to the following sectors..

  • Instagram – mainly B2C, with opportunities for B2B
  • Twitter – mainly B2B, with opportunities for B2C
  • Facebook – both B2C and B2B
  • TikTok – mainly B2C, with opportunities for B2B
  • LinkedIn – mainly B2B
  • Pinterest – mainly B2C

So, if you’re heading a B2B company and want to give social a go, it’s worth dipping your toe in the water with LinkedIn, Twitter, Facebook and potentially Instagram and TikTok also. We have some more social media advice on what kind of content to focus on below.

Utilise Industry News

You shouldn’t be content curating all of your posts, as most of your audience will be following your accounts because they want to hear from you, however, utilising relevant industry news in posts is a good way of keeping your audience informed of relevant and interesting developments. It keeps you abreast with your sector and positions you as an expert in that field, furthermore, it creates a good mix of content to keep your strategy fresh and current. We’d recommend around an 80:20 ratio of curated to original content, but don’t be afraid to mix this up week on week.

People Like People

As we mentioned above, people like people. Though you’re selling ‘business to business’, there’s still a person behind that brand at either end. A study by Princeton University proposed the stereotype model, which boils down to the fact that people judge others on their warmth and competence. The more ‘friendly’ you appear, the more likely people are to trust you – this applies to your social media followers too. Though it’s important to draw a line and remain professional, it’s also a good idea to be conversational in your content and help build trust in your brand. Harvard psychologist Amy Cuddy says it’s important to demonstrate warmth first and then competence, especially in business settings. A lot of effective social media marketing begins with an understanding of human psychology.

Keep Things Interesting

It’s a common misconception that B2B communications have to be stiff and corporate, try injecting a light tone of voice into your content or experimenting with light-hearted competitions for engagement. With one of our B2B clients Altecnic, they ran a 12 days of Christmas giveaway which included a daily video of their Technical Manager dressed as Santa. You need to remember that your audience is human and keeping things engaging is a sure way of retaining engagement and growing following. If there’s a certain lull, never underestimate the power of a social media giveaway either, no matter your industry.

Social media advice for B2B companies: competitions

Leverage The Right Hashtags

Researching into hashtags is never time wasted. You can now use hashtags in your posts across LinkedIn, Instagram, Twitter and more recently, Facebook. One of our B2B clients frequents the ‘#PlumbersHour’ hashtag because this is where their core audience is. Hashtags are often followed by those interested in that kind of content, so if you have a specific audience of your B2B brand, then find out what the kind of conversations that they’re already in, and join in. You can discover hashtags through researching related terms on Instagram and Twitter, and also by looking at what other influential accounts are tapping in to.

Don’t Underestimate Facebook Groups

Finally, our last piece of social media advice for B2B companies is not to underestimate the power of a Facebook group. Similarly, to leveraging hashtags, Facebook groups can be a great way to find your audiences. In 2019, Facebook announced that Facebook says there “are more than 400 million people in groups that they find meaningful”, meaning there’s a huge potential audience if you know where to look. Start by searching keywords on Facebook that are relevant to your brand for example “food manufacturing”, “plumbing” or “health and safety”.

 

For more advice and support for B2B PR, social media, content marketing and more, please get in touch with our friendly and experienced team through our website. Or, you can keep up to date with what The Source is up to on Facebook, Twitter, LinkedIn and Instagram.

ELMAC TECHNOLOGIES TURN TO SOURCE PR FOR PR AND SOCIAL SUPPORT

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Elmac Technologies, head quartered in North Wales, has appointed Source PR to support the business with their media relations, social media management and stakeholder engagement.  The company is one of the world’s leading suppliers of Flame Arresters, supplying clients and distributors around the world.

Elmac’s innovative Flame Arresters and Low-Pressure Venting Equipment are utilised by OEM’s and Operators in a wide range of industry sectors including; petrochemicals, oil and gas, bio-fuels, mining, pharmaceuticals, power generation, agrochemicals and distilleries.

Source PR has been appointed to raise awareness of the company’s state-of-the-art design, manufacturing, testing and commercial facilities as well as its comprehensive range of enhanced In-Line and End-of-Line Deflagration Arresters and In-Line Unstable Detonation Arresters. The Elmac product range also incorporates a wide range of valves and other low-pressure venting equipment designed to meet client-specific requirements.

Louis Hill, Managing Director at Source PR, comments: “Elmac is centred on delivering its core purpose of protecting people, property and the planet. The company has a truly global reach and we have exciting plans in place to help communicate the innovative R&D, efficient operations and unparalleled customer service they deliver.”

Digital communications

Award winning Source PR is headquartered in Chester and offers a range of communications services including public relations, social media management, content management as well as digital communications.  The company has clients across the UK, offering a range of B2B and B2C communications advice.

DIGITAL AGENCY – HOW THE TIMES ARE A CHANGIN’

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When working in a digital agency in Chester and providing B2B PR or consumer PR clients with support and advice, it’s so important to keep up to date with the ever-changing world of new technologies, insights and applications.

Understanding and using new technologies helps keep you at the forefront of providing valuable advice and delivering current campaigns for clients that really work for businesses and customers alike.

If you stand still too long or stop to give yourself a pat on the back, there is a real chance that you’ll get left behind.  It’s fast moving, challenging but when compared to the old days of pure PR – very rewarding.

For years there was always the question of ‘how do you put a value on PR?’  Historically it was a measurement of column inches or messages density, but now there are so many additional factors that should be considered whether it’s directly reaching thousands of customers with engaging messages through social media or producing content that improves a client’s reputation or thought leadership position. Each post or article can be measured in terms of who read it and what action they took as a result.

Digital

With the growth in digital the whole world is more transparent.  The engagement on each post can be measured, the actual number of people who read an online article can be seen and the customer journey for each purchase can be viewed as cookies follow customers through their entire purchasing process.

This is great.  It helps justify marketing budgets and provides a real opportunity to show a return on an investment.  Most important of all is that it makes you realise that you are actually making a difference, that the work you’re creating is driving sales and that the campaigns work.  The times are changing and look set to continue to evolve which has to be great news for clients and digital PR agencies alike – as long as you can keep up.

Tag Archive for: Content marketing