The importance of people-centric marketing in an AI world

Firstly, it’s worth noting that all of our blogs are written by people, as is our social content, our email content and everything in between. We find real power in ensuring our content writers remain creative and remain at the forefront of what we put out there for us and our clients. 

We believe that, as humans, we understand what other humans want to be told and when they want to be sold to. Our research and briefing process for all types of content writing is thorough and prioritises people’s needs. 

But why does this matter when we can just ‘pop it through AI’? Well, authenticity and trust sell. 

Building trust and authenticity in B2B marketing

Trust and authenticity are essential for building a platform to shout from. Without these fundamentals, you simply can’t sell your products or services efficiently. Audiences are becoming more savvy at spotting robotic content, and it turns people off; that’s a fact, and we’ve probably all been there. 

At the end of the day, robots don’t convert; people do, so talk like a human.

Trust and authenticity are both vital ranking factors for search engines and, ironically, AI-search. These are both incredible ways of boosting brand visibility and cementing yourself as a key player in your industry. Write authentically with expert interviews and trusted case studies to create unique content so that you demonstrate authenticity to rank on search engines. 

Future-proofing your comms

Writing for people safeguards your brand voice, your brand personality and your brand image. 

Automation can speed delivery, but it can’t safeguard your brand voice, personality or values. When you write for people first in any format, plain language on social media captions, clear opinions in thought leadership PR, case studies for blogs, you keep your tone human and your message consistent across channels. This can’t be replicated with AI.

This also helps you to not be hit by social media and SEO algorithm changes. These platforms are rewarding content that shows experience and trust. Prioritise interviews with subject-matter experts, specific case studies and named authors to signal authenticity.

Creative and competitive innovation 

The role of human creativity in producing fresh ideas with unexpected angles is unrivalled. We know more nuances that AI can’t replicate.

AI can, really, only remix what exists. Humans tend to create what doesn’t exist. Fresh ideas come from curiosity, contradiction and interviews, things algorithms can’t feel. When marketers embrace these, they find angles. Machines miss opportunities for unique stories. Root yourself in the real world. 

Human creativity, especially in a competitive B2B marketing landscape, thrives on questions, solving problems and genuine added value. The most valuable piece of advice I’ve ever received was so simple: “always ask ‘so what?’”. At the end of every sentence, every client conversation, every piece of content and every technical piece. This is a popular theory coined by Simon Sinek which explains that the why is a way to communicate the reader’s limbic brain. So, it works and it always will work. 

That helps you find unique angles and industry anomalies and opportunities. Let yourself spark originality in your marketing to create a lasting brand memory.

Complimented by AI

We don’t have our heads in the sand, though. We do utilise generative AI to help give us a nudge. We use it to speed up research and to push us slightly along ideation processes and to improve workflows. 

But, we humans stay in charge of the narrative, the judgment and the quality of our work and our final ideas. That balance is key to positioning your brand with trust and authenticity, it’s key to your customers converting and key to increasing your ROI. 

Using tools for scale, we have our roles defined well to make sure our work is AI-assisted not AI-dependent. 

Reach out to work authenticity and trust into your B2B marketing.