How ChatGPT can help you generate content for a B2B company

28 March 2023Digital Marketing

The boom in online Artificial Intelligence (AI) tools promises to revolutionise image and text creation. At BCM Marketing we have asked ourselves how these software tools can contribute to the creation of content for B2B industrial companies. Here are our conclusions.

What is an Artificial Intelligence tool for drafting?

AI writing tools are software that quickly and automatically generate text by following the user's instructions and imitating the style of a human copywriter. The generated texts can be used for a variety of marketing purposes and channels: copywriting for websites, blog articles, emails, social media posts, advertisements... In theory, the possibilities are endless.

ChatGPT

Perhaps the most popular AI programme among the writing-oriented is Chat GPT. We asked him to introduce himself, and this is what he had to say: "ChatGPT is an artificial intelligence language model developed by OpenAI. It is capable of understanding and generating natural human language in a variety of tasks, including conversation, language translation and text generation. It is trained on huge amounts of text data and uses a deep learning approach called Transformer to capture the relationships between words and syntactic structures of language. As a language model, ChatGPT can be used for a wide variety of applications, from generating answers to questions to creating creative content”.

But how can ChatGPT help the marketing of a B2B industrial company? According to the AI itself, in several ways:

Data analysis: ChatGPT can analyse large amounts of market data to identify trends and patterns. This can help the company better understand its audience and make more informed decisions about its marketing strategy.
Content creation: ChatGPT can generate high-quality, relevant content for your audience. This includes everything from social media posts to blogs and technical articles about the company's products.
Customer service: ChatGPT can be used as a chatbot to provide online customer service. This can help the company improve its customer service and answer customer questions faster and more efficiently.
Market research: ChatGPT can be used to conduct surveys and market research. This can help the company gain valuable information about the needs and preferences of its audience, which can influence the marketing strategy.
Search Engine Optimisation (SEO): ChatGPT can help the company improve its search engine ranking by creating SEO-optimised content. This can increase the company's visibility and generate more traffic to its website.

Creating B2B content with ChatGPT

We are going to focus specifically on the field of content marketing and copywriting for websites, social networks, newsletters, blog posts, etc.

We asked ChatGPT, for example, to develop a content plan for a company that manufactures components for the automotive industry and wants to promote its products and services, as well as provide valuable content to its customers:

”Social media posts: The company can post content on its social media accounts, such as Facebook, Twitter and Instagram, to promote its products and services. These posts can include images and videos of components in action, as well as news and updates about the automotive industry.
Technical articles: The company can create technical articles for its website and blog, addressing topics relevant to the automotive industry. These articles can include information on new technologies, industry trends and best practices in automotive component manufacturing.
Case studies: The company can present case studies of customers who have used its components in vehicle manufacturing. These case studies can show how the company's components have improved the quality and efficiency of vehicles manufactured by customers.
Infographics: Infographics are an excellent way to present complex information in a visually appealing and easy-to-understand way. The company can create infographics that illustrate how its components work and how they are integrated into vehicles.
Demonstration videos: The company can create demonstration videos that show how its components are used in vehicle manufacturing. These videos can help potential customers better understand how the company's components can improve the quality and efficiency of vehicle manufacturing.
Webinars: The company can offer webinars presenting topics relevant to the automotive industry and discussing how the company's components can help vehicle manufacturers improve their manufacturing processes.
Industry news: The company can post news and updates about the automotive industry on its website and social media. This news may include information on new regulations, industry trends and relevant technological developments”.

As we can see, ChatGPT gives an overview of the different channels, strategies and formats that can be used in a content plan for any type of company. However, it hardly goes into specific details about the industry sector in particular. We tried to refine a bit more by asking him what are the latest and most relevant news in the automotive components industry for content curation and dissemination on our social networks. This is ChatGPT's answer:

"Some of the most relevant recent news in the automotive components industry are:

Chip shortages: Global chip shortages are affecting the automotive industry, leading to a reduction in vehicle production worldwide.
Electrification: More and more car manufacturers are electrifying their models, which is leading to increased demand for electronic components such as batteries and charging systems.
Connectivity: Connected vehicles are becoming a major trend in the automotive industry, leading to increased demand for connectivity-related components such as sensors and communication systems.
Sustainability: Sustainability is an increasingly important issue in the automotive industry, which has led to an increased demand for greener components, such as second-life batteries and recycled materials.
Autonomous technology: Autonomous technology is advancing rapidly in the automotive industry, leading to increased demand for components such as sensor systems and data processing software.

This news can be used as content curation for dissemination on the automotive component manufacturer's social media. The company can share relevant news and provide its own perspective on how these trends are affecting the automotive components industry. It can also use this news to create additional content such as infographics, videos and technical articles for its website and blog.

Again, we have a general overview of the state of the industry, which may be interesting for a first sketch. However, in the industrial sector it is more common to find highly specialised companies, so we asked him specifically about the current state of chip procurement for a particular brand. For example, Audi:

"As a language model trained in September 2021, I do not have access to up-to-date information beyond that date. However, according to news reports published in September 2021, Audi was experiencing difficulties in the supply of chips for its vehicles, which was affecting production and deliveries to customers”.

This is the first serious warning sign for the use of ChatGPT in content generation. Technology is currently evolving at a very high rate, and ChatGPT is working with data from September 2021. There is therefore a high risk of ending up working with obsolete content.

Advantages and disadvantages of ChatGPT as a content writing assistant for industrial companies

In summary, ChatGPT can be a valuable marketing tool for a B2B industrial company, as it can help you find new ideas of interest to your audience. However, the AI struggles to delve into technical concepts and does not have data from the last year and a half. Today, direct feedback from an AI cannot be published directly, and needs to be filtered and refined by an expert in industrial marketing and communication.