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Use This Content Team Playbook (with Head of Content @ Mutiny)
Dec 13, 2024
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.
49:44
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Quick takeaways
- 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.
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.
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