Boost Your B2B Content Engine with AI: How Jasper Can Help
B2B marketing teams that are doubling down on generative AI are seeing big results. According to McKinsey, AI high performers are 2X more likely to use the technology to generate new business or launch additional revenue streams.
They are not using AI primarily for cost-cutting or supporting a scarcity mindset. Instead, these organizations recognize the potential for AI to drive innovation, explore untapped markets, and grow the business.
Ready to embrace a growth mindset? Keep reading for insights on how Jasper can help you elevate the quality of your content at scale.
Why Our B2B Marketing Agency Chose Jasper
With platforms like ChatGPT, you must repeatedly train it with the desired context to get a meaningful output. Whereas with Jasper, you can set it and fine-tune it over time.
Here are three of our favorite built-in capabilities that make producing on-brand, on-point content faster and easier.
Brand Voice
Jasper’s “Brand Voice” feature analyzes content and stores a description of it to be applied for later use. You can think of it like a saved prompt, albeit a bit more sophisticated, that ensures everything Jasper generates adheres to the correct tone, perspective, and knowledge level.
The Brand Voice functionality eliminates the need for repetitive inclusion of background details in your prompt. By applying any voice or knowledge entry to your content, you can provide Jasper with background information to generate on-brand content about your topic.
Prompt Support
The prompt enhancer built within Jasper is a feature that helps you get better results from the AI. It does this by adding a few sentences before your actual prompt to guide the AI in the direction you want.
For instance, if you’re looking to write an informative blog post about the use of low-code/no-code platforms in application development, you might enhance your prompt like this: “Write a detailed yet easy-to-understand blog post that explains what low-code and no-code platforms are, their differences, and how they have revolutionized application development. Include real-world examples and discuss their pros and cons.”
The prompt enhancer doesn’t change the content of your output, but it provides clearer instructions to the AI about what you’re looking for, which can result in more relevant and high-quality content. It’s like giving the AI a more detailed brief before it starts writing.
Quick tip: Always review and edit your newly generated prompt after you use the enhanced prompt function.
Style Guide Creation
Create a style guide that includes helpful terms, proper grammar and punctuation, capitalization rules, and quick ways to find and replace words. Once inputted into the Knowledge Base, Jasper can easily apply it to every piece of content you produce.
Using Jasper to Feed Content-Hungry B2B Buyers
One of the biggest challenges for B2B marketing teams? Not having enough high-quality content.
We conducted a study with 500 business and IT decision-makers in the United States and Canada, and the results were clear. They expressed a strong desire for more content.
Additionally, B2B buyers spend less than 20% of their time meeting with potential suppliers.1 Most of their time (81%) is dedicated to consuming content, conducting independent research, and engaging in discussions with the buying committee.2
The point is that you need more content than you might initially think. Simply having someone download your eBook is not enough; you need a robust lineup of content to support the buying journey. Jasper can help with this. In our experience, it excels with mid-form and long-form content. Some of the formats we use it for include blog posts, emails, website copy, and eBooks/white papers.
Get More Mileage from Hero Assets with Gen AI
We also use it for something we refer to as “derivative assets” or repurposed content.
Most of our clients have a hero asset. We help them maximize its potential by using Jasper to create alternative formats leveraging the same core content. For example, if you conducted a research study and used it to write an eBook, there’s much more content there than just one eBook.
With Jasper, we can create additional assets that break the content into bite-sized pieces for emails and snackable content for social media posts while maintaining your brand’s voice, knowledge base, and style guide.
Most B2B marketing teams are losing prospective clients due to a content gap. We know the ins and outs of Jasper and can help you fill that void with consistent, efficient, and effective content.
If you’re interested in leveraging gen AI in B2B marketing and are wondering where to start, let’s have a conversation.
To view some of our award-winning campaigns with enterprise clients, check out our case studies page.
1Gartner, Gartner B2B Buying Report, 2023.
2Forrester, Accelerate Your Buyer’s Journey By Dynamically Curating Relevant Content, 2021.
