Noa Eshed, owner of award-winning growth marketing agency Bold Digital Architects, co-host of the Real Life Superpowers podcast.
B2B tech marketing is a long-term play. Quick wins are rare, and patience is a key factor. While it requires consistency, and sticking to the fundamentals, it’s also super dynamic.
Here are five trends that I’m particularly eager to see unfold in the coming months, along with how I’m preparing to navigate this shifting terrain.
SEO Shift To GAIO (Generative AI Optimization)
The traditional landscape of Search Engine Optimization (SEO) is undergoing a seismic shift. With the advent of Generative AI Optimization (GAIO), search experiences are becoming more dynamic and personalized. This shift is marked by the rise of search generative experiences, which are set to replace the conventional Google search model. OpenAI has officially launched SearchGPT, signaling a new era where AI-driven searches provide more contextual, conversational and current results.
Preparation Strategy: To adapt to this transformation, focus on the “Three C’s” of content creation: Contextual, Conversational and Current. This means developing content that not only ranks well in search algorithms but also engages readers on a deeper level. Crafting articles, blog posts and multimedia content that are timely and relevant will help maintain visibility in an increasingly AI-driven search environment.
AI Vs. Human Content Creation
AI’s role in automating content creation has grown exponentially, moving beyond simple tasks to drafting entire blogs and generating social media captions. This technological leap might sound like something out of a sci-fi movie, but it’s very much our present reality. While AI can produce vast amounts of content quickly, the value of human creativity is becoming even more apparent. The unique touch that human authors bring—nuanced perspectives, personal stories and creative flair—is now a sought-after asset.
Preparation Strategy: The key is to strike a balance. Leveraging AI for inspiration, structural planning and even grammar checks can be incredibly effective. However, the final product should be unmistakably human: uniquely styled, thoughtfully edited and rich with authentic insights. Content should resonate on a human level, building genuine connections with readers.
The Rise Of Voice And Audio Experiences
Audio content is in high demand. With the growing popularity of voice assistants and podcasts, people are increasingly consuming content on the go. This shift opens up new avenues for reaching audiences in their everyday routines—whether they’re commuting, exercising or cooking dinner.
Preparation Strategy: It’s time to jump on the audio bandwagon. Developing compelling audio content is essential. Not only does this cater to the convenience of modern audiences, but it also allows for a more intimate and engaging content experience. Startups should consider hosting their own podcasts to offer value and foster loyalty among listeners.
Substack And Beehive Vs. Traditional Newsletters
Platforms like Substack and Beehive are redefining the newsletter model, offering a new way to reach audiences and monetize content. Unlike traditional email marketing, these platforms allow for greater discoverability and a more engaged readership. They offer creators the freedom to turn newsletters into full-fledged online publications, complete with subscription models and community-building features.
Preparation Strategy: Consider transitioning your traditional newsletter to platforms like Substack or Beehive. This move can transform a static email campaign into a dynamic content hub, enhancing visibility and potentially generating new revenue streams. Offering premium content, exclusive insights and fostering community discussions can help create a more engaged and loyal audience.
Deepfake Marketing: A Double-Edged Sword
Deepfake technology has become a topic of both fascination and concern. On one hand, the ability to seamlessly overlay one person’s likeness onto another in videos offers innovative possibilities for content creation and repurposing. On the other, it poses significant risks for brand reputation and authenticity.
Preparation Strategy: It’s essential to tread carefully with deepfake technology. Tools like Synthesia offer an avenue for scaling video content while adhering to brand guidelines. However, marketers must remain vigilant to ensure that their use of such technology aligns with ethical standards and does not inadvertently damage trust. Clear guidelines and transparent communication about the use of AI-generated content can help mitigate potential backlash.
Conclusion
By staying ahead of emerging trends—GAIO, the balance of AI and human content creation, the boom of audio experiences, the rise of new-age newsletters and the cautious use of deepfake technology—startups can position themselves at the forefront of this ever-changing landscape. The key lies in preparation, adaptability and a keen eye for both opportunity and potential pitfalls.
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