All Things Growth and Marketing

When everyone can create content, let’s talk about how to create authentic connections with human-centric brand design using effective B2B marketing strategies.

In 2023, I delivered a keynote at Marketing Indaba in Cape Town and made a prediction that felt bold at the time: we were about to witness an explosion of AI-generated content that would fundamentally change how brands compete for attention.

Today, that prediction has become part of everyday life.

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AI CONTENT AND THE SILENT EROSION OF BRAND VOICE

Your brand voice is disappearing.

Not all at once, but bit by bit. An email here, a post there, a proposal shaped by a chatbot.

It happens so gradually you barely notice.

Your sales team starts using different words in their outreach. Your customer success team sounds a little more formal. Your product team writes feature copy that could’ve come from any blue-and-white SaaS site you’ve seen a hundred times.

Each change feels small. Harmless. Even reasonable.

But together, they start to rewrite who you are and how you show up in the market.

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YOUR TEAM’S ROGUE CHATGPT USE IS KILLING YOUR BRAND VOICE

You and your competitors are publishing more content than ever. So is everyone else. From blog posts and LinkedIn carousels to email sequences, the internet is drowning in AI content that all sounds vaguely the same.

That flat, polished-to-death tone. The one that screams “I asked ChatGPT to write this.” It’s everywhere now, and it’s probably seen in your content, too.

Readers have grown tired.

This is what happens when your team is using personal ChatGPT accounts to churn out blog posts, social media captions, and email campaigns. Nobody’s following the same guidelines. Nobody’s feeding it your brand’s actual voice. Everyone’s just hitting “generate” and calling it done.

You’ve lost your brand voice. You need a custom GPT for marketing.

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BECOME THE SOURCE AI SEARCH TRUSTS TO CITE

Pull up an AI search citation in Google’s SGE, Perplexity, or ChatGPT with browsing, and you’ll rarely find independent bloggers or emerging websites. Instead, you see B2B powerhouses, niche thought leaders, and organizations with strong brand trust signals in AI search.

It’s not that your content isn’t good. It’s that AI doesn’t yet recognize you as a dependable entity, the kind it can confidently include when answering a query for experienced B2B marketers.

Hallucinations can tank credibility, which is why models lean heavily on the cited source in AI search they already “know.” If you’re not one of them yet, you have to position yourself as an entity AI trusts, sooner rather than later.

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HOW TO TURN High-VALUE Unstructured data into SEO-READY CONTENT

Most of the insights that could reshape your B2B content strategy aren’t in dashboards or reports. They’re buried in messy, overlooked, unstructured data like customer reviews, Slack threads, sales call transcripts, and event chat logs.

You’re sitting on a mountain of unstructured data, and if your marketing team is like most, they’re probably barely touching it. Meanwhile, AI models are training on your competitors’ insights, making them the trusted voices in your category.

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WHY AUTHOR CREDIBILITY IS THE NEW SEO CURRENCY

In AI-powered search, the information surrounding your brand matters as much as the information you publish yourself. Google AI Overviews, ChatGPT, and Perplexity can pull from company websites, third-party publications, reviews, and industry experts when building answers.

Which means a good article isn’t necessarily enough.

Your authors need demonstrable expertise. Your brand needs a credible presence beyond its own website. And the information connecting the two needs to be consistent.

This doesn’t mean Google has introduced an “author credibility score” or that a familiar name automatically gets cited. But there’s growing evidence that brand visibility across the web is closely associated with visibility in AI-generated answers.

Here’s how author credibility, entity-based SEO, and brand authority fit together, and what marketers can actually do to strengthen them.

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GooGLE’S FAN-OUT MODEL REWRITES THE B2B BUYING JOURNEY

Most B2B marketers still optimize content around the idea of a single query mapping to a single result. That mental model no longer holds. Google’s fan-out technique, the retrieval model powering AI Overviews and AI Mode, expands one query into multiple parallel sub-queries and then synthesizes the answers into a single response.

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AI-POWERED AD ANALYSIS in SIX STEPS

If there’s one thing that can make or break a campaign, it’s your ad creative. Not the targeting. Not the budget. The creative.

Because in those two seconds when your ad flashes on-screen, your audience makes their call—stop scrolling and click…or vanish into the feed.

Most B2B teams think they have a solid creative process.

But in reality, they’re bleeding ad spend on ideas that look good in a brainstorm but inevitably tank.

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