Use This Content Team Playbook (with Head of Content @ Mutiny)
Dec 13, 2024
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Stewart Hillhouse, Head of Content at the B2B powerhouse Mutiny, dives into the transformative role of AI in content creation. He reveals the three essential roles for an AI-driven team and the significance of consistent, 'always-on' content. Hillhouse shares insights on innovative campaign strategies, including a successful personalized marketing tactic. He also emphasizes measuring content success and discusses how maintaining a balance between creativity and automation can drive B2B marketing effectiveness in a competitive landscape.
AI is revolutionizing content creation in B2B marketing by significantly reducing production time while maintaining high quality standards.
Defined roles such as personality marketers and AI content operations specialists are essential for effective content marketing workflows alongside AI technologies.
Measuring success through pipeline indicators rather than superficial metrics allows B2B teams to adapt and optimize their content strategies effectively.
Deep dives
Evolution of Content Marketing
Over recent years, the approach to content marketing, especially in the B2B space, has undergone significant evolution. Initially, long-form video content and manual transcriptions dominated the landscape, but the rise of AI has dramatically changed this process. AI technology now allows marketers to generate polished content quickly, reducing the production time from weeks to mere minutes. This shift emphasizes the importance of understanding B2C trends, as B2B content creators can strategically adapt these insights to capture market opportunities.
AI's Transformative Impact
AI has introduced an exciting dichotomy in the content marketing field, fostering both concerns and opportunities for content professionals. On one hand, there is apprehension about job stability as AI encroaches upon traditional roles. On the other hand, AI enables creatives to prioritize their editorial strengths while automating repetitive tasks, which can significantly enhance productivity. As marketers embrace AI, they can focus their efforts on creating valuable content that meets the needs of their ideal customer profiles, rather than getting bogged down in operational tasks.
New Roles in Content Marketing
The emergence of AI necessitates a rethinking of roles within content marketing teams. Companies are beginning to identify specific roles, such as personality marketers who generate source material through engaging video content, and AI content operations specialists who create structured prompts for consistent output. These roles are essential for ensuring that content remains audience-focused while leveraging AI effectively to streamline workflows. Additionally, campaign directors are vital for orchestrating multi-channel marketing strategies that enhance brand visibility and engagement.
Integrating Source Material and Distribution
To maximize the effectiveness of content marketing campaigns, organizations need to have a strategic approach to gathering source material and distributing content. This includes utilizing various formats, such as recording customer interviews or leveraging existing webinars for insights. The distribution strategy must be well-coordinated across multiple channels to ensure consistent messaging and audience engagement. By implementing these practices, B2B companies can effectively transform their content efforts into meaningful connections and conversions.
Measuring Success and Adaptability
Establishing clear metrics for success is critical in evaluating the effectiveness of content marketing initiatives. Companies should focus on pipeline indicators, such as meetings booked and account activations, rather than superficial metrics like likes or impressions. By understanding the implications of each campaign and adjusting outreach strategies accordingly, marketers can adapt to fluctuations in interest and engagement levels. Developing a mindset that values continuous assessment and adaptability will enable B2B content teams to thrive in a competitive landscape.
In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Stewart Hillhouse (Head of Content at Mutiny).
Stewart shares strategies for using AI to make content creation faster and more efficient without sacrificing quality. He also shares the exact content playbook they are using at Mutiny that has helped build their brand into one of the most well known companies in B2B.
Here’s what you’ll learn in this episode:
The 3 key roles for an AI-driven content team
How to build repeatable content formats and styles
Why "always-on" content is non-negotiable
The importance of pairing campaigns with consistent content
How Mutiny used a creative campaign to activate target accounts
Measuring content success
Why content is still the most effective way to scale B2B marketing
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95% Content is brought to you by Hatch.
Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.
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