• Changing Trends in the B2B Buyer Journey

    Changing Trends in the B2B Buyer Journey

    If you’re noticing that B2B buyer behavior is becoming harder to keep up with, you’re not alone. Buyers are under pressure to move fast, but they also can’t afford to make the wrong call. Reports from G2, Gartner, TrustRadius, 6sense, and McKinsey all highlight the same trend: B2B buyers want safe choices they can feel confident about, tools that help align their teams and buying experiences that don’t slow them down.

    Here’s a breakdown of the latest shifts in buyer behavior and what marketers can do to make it easier for buyers to say yes.

    What Buyers Want Now

    1. Awareness isn’t optional

    If buyers don’t know who you are, you’re not even in the running. TrustRadius reports that 78% of buyers only consider vendors they’re already aware of. For enterprise buyers, that number jumps to 86%. Awareness remains the unavoidable starting line. Without it, you won’t have the necessary foundation of trust buyers need before they’ll even consider your brand.

    2. Buyers want control but they also want clarity

    Gartner reports 75% of buyers prefer a rep-free experience. But when they go fully self-service, purchase regret skyrockets. Hybrid experiences (think self-guided demos backed by accessible support specialists) lead to better outcomes and higher quality deals.

    3. The buyer journey is messy and multidimensional

    With an average of 11 stakeholders involved in each B2B purchase, decisions rarely rest with a single advocate. The journey isn’t linear and buyers tend to revisit key stages multiple times as they make sure everyone on their team is caught up to speed. What they need now isn‘t a hard sell, it’s proof points, shareable resources and content that helps teams validate decisions and align internally.

    4. Search and peer voices are doing more of the heavy lifting

    TrustRadius reports that 93% of buyers start with search, and many prioritize peer reviews and community input over brand-owned channels. If your customers aren’t telling your story, your story isn’t reaching the buyers who need to hear it.

    5. AI isn’t just for show

    Buyers have come to expect the ROI benefits of AI, but you’re not going to sell them on it just because it’s cutting-edge tech. B2B buyers are looking to invest in AI functionality that’s tied to clear gains. Show them how AI helps them move faster, work smarter and deliver results, and over two thirds of buyers say they’ll pay more for it.

    What This Means for Marketing Teams

    1. Build for brand, demand and proof

    Brand building and demand generation aren’t separate strategies. They need to work together. Awareness and trust put you on the shortlist, but proof points get you across the finish line. Your campaigns need to build recognition and credibility while also delivering clear value buyers can see and demonstrate to their team.

    2. AI for Analysis, Humans for Connection

    AI should help you personalize messaging, analyze behavior and surface insights at scale. Let AI handle the data crunching so your team can focus on creative that actually connects with buyers.

    3. Plan for paths, not funnels

    Buyers aren’t moving neatly from awareness to consideration to purchase – they’re bouncing between education, validation, internal alignment and back again before making decisions. Build your content strategy to match the reality of how buyers move: make it modular, snackable, and easy to share across stakeholder teams. Bonus points for interactive tools that help buyers build internal business cases.

    4. Treat credibility like a channel

    Customer stories, reviews and community voices should live alongside your product pages and campaigns. Make it easy for buyers to find credible proof that helps them feel confident saying yes.

    The Bottom Line

    Buyer expectations have changed. The strategies that worked three years ago – linear funnels, volume-first content and treating brand and demand separately – aren’t built for today’s cautious, collaborative buyers who want clear, low-risk paths forward.

    They’re looking for safe choices, credible resources and proof that your solutions will deliver. By combining brand and demand, using AI with intention and prioritizing trust, you can meet buyers where they are and guide them through complex decisions.

    Need a partner to bring this strategy to life? Our team is here to help.

    Get in touch.

    Wyatt Craig

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  • IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

    The Pervasive Hand of AI: Intelligence Infused at Every Layer

    If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

    As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

    AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

    CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

    Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

    Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

    The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

    Creators: The Epicenters of Culture, Commerce and Community

    Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

    Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

    There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

    Social Platforms Evolving into Intent-Driven Commerce Hubs

    The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

    TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

    Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

    Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

    And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

    In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

    Identity, Inclusion and Attention: The Human Element in a Tech-Driven World

    Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

    Companies like MyCode, Revry and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

    Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

    In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

    Looking Ahead: The Intelligent, Immersive Future

    All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

    • Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
    • Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
    • Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
    • Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
    • Prioritize Identity, Inclusion and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.

    Josh Ford

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  • 2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    From AI breakthroughs to micro-moments, here’s how marketing hit all the right notes in 2024 and will continue to sing loud in 2025.

    With 2024 behind us, marketers are now fixated on what comes next. The trends that dominated last year have set the stage for 2025, proving that marketing is a constantly evolving playlist of innovation and adaptation. Here’s how the industry’s biggest hits from 2024 are poised to evolve and amplify 2025 marketing trends.

    1. AI Everywhere

    58% of companies using generative AI apply it for content creation.

    53 AI Writing Statistics & Trends

    AI tools are becoming the ultimate duet partner for creatives.

    Generative AI has gone from a novelty to a necessity, transforming so much across industries. From spinning up social media posts to developing full-scale campaigns, AI is empowering marketers to focus on strategy and creativity while the tech handles the heavy lifting. The result? Campaigns that are faster, smarter, and more tailored than ever.

    Key takeaway for 2025: The role of AI will continue to expand further into more of the marketing workflow enhancing analytics and personalization, helping brands hit the right note with audiences at every touchpoint. Bear in mind that as AI continues to evolve at a rapid pace, if you’re not intentional and well-informed as you wield these new tools, your efforts could backfire.

    2. Short-Form Reigns Supreme

    73% of people believe videos between 30 seconds and 2 minutes are most effective.

    Wyzowl’s 2025 Video Marketing Statistics

    Reels and Shorts are playing on a loop.

    In 2024, bite-sized content proved its staying power, and the appetite for quick, captivating, and off-the-cuff videos isn’t slowing down. Platforms like Instagram Reels, and YouTube Shorts are the go-to for delivering memorable brand messages in record time.

    Key takeaway for 2025: The challenge for brands will be balancing fresh content, embracing trends, and staying authentic to who they are all while maintaining a certain level of quality and keeping up with the speed of social. Think: nimble, creative, and keeping your dial tuned in to your audiences’ preferences.

    3. Hyper-Personalization

    73% of customers feel treated like unique individuals by brands.

    Salesforce State of the Connected Customer 2024

    Personalized emails, ads, and content are like a custom mixtape for customers.

    2024 made it clear: customers want experiences tailored just for them. Whether it’s an email that feels like it was written specifically for the recipient or an ad that speaks to a unique need, hyper-personalization has redefined engagement.

    Key takeaway for 2025: Leveraging persona-based analytics to drive insights, brands can deepen relationships with their audiences, proving they’re not just listening but also responding with intention.

    4. Sustainability Hits Center Stage

    88% of consumers seek information on a company’s CSR initiatives when considering a purchase.

    Corporate Social Responsibility Statistics 2025

    Turn up the volume on highlighting company green initiatives and employee programs.

    As consumers become increasingly eco-conscious, brands that prioritize sustainability will continue to shine. Whether it’s through transparent reporting or campaigns that showcase environmental impact, sustainability is no longer optional—it’s a business imperative.

    Key takeaway for 2025: To resonate authentically with consumers, companies should align their messaging with their values, ensuring that their sustainability efforts are embedded into the core of their business’s mission.

    5. Voice Search Optimization

    1 in 5 people globally are using voice search.

    62 Voice Search Statistics 2025

    Digital assistants and voice technology will soon be part of everyday life. “Hey, Alexa, what’s next?”

    Voice search is quickly becoming second nature, and brands need to optimize for this hands-free tech. From conversational SEO to voice-friendly content, 2025 will be about making sure your brand is easy to find—whether your audience is typing or talking.

    Key takeaway for 2025: With smart speakers and digital assistants continuing to rise, voice search optimization should be a top priority for marketers

    The Encore: Marketing in 2025

    As we look ahead, 2025 promises to be a blockbuster year for marketing:

    • Total Ad Spend Worldwide: Forecasted to hit $1.07 trillion (WARC).
    • Most Streamed Platform: Instagram Stories, leading the charge with its engaging, short-form content.
    • 2025 Rising Star: LinkedIn Ads. With its professional audience, LinkedIn is rapidly becoming the go-to platform for B2B marketing, offering unparalleled access to decision-makers and industry leaders.

    From the growing role of AI to the dominance of short-form video, 2025 is shaping up to be a year of opportunity and evolution. The key to success? Embrace innovation and craft integrated marketing strategies to resonate genuinely with your audience, and you’ll elevate your brand… all the way to 11.

    Here’s to hitting all the right notes in 2025!

    Marc Checket

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  • Healthcare PR: A Galaxy-sized Challenge in 2024

    Healthcare PR: A Galaxy-sized Challenge in 2024

    Predicting healthcare trends is like forecasting the weather…on Mars.

    But in the aftermath of last month’s J.P. Morgan Healthcare Conference – and the increasingly positive sentiment around the state of the business of healthcare – we pulled out the telescope and identified several trends that healthcare PR teams should keep in mind as we settle into 2024.

    Generative AI – Friend or Foe?

    There are two distinct realities within healthcare PR in the generative AI era:

    First, we need to find unique ways to tell uplifting stories of generative AI’s potential and success. Health systems and hospitals are already demonstrating deep commitment to developing the technology. Generative AI has already proliferated in doctors’ offices nationwide, and legions of PR practitioners have a story or a use case to share, making effective storytelling paramount to earning media coverage.  

    The second reality: As care providers and tech companies embrace generative AI, PR teams must approach the technology with caution within their own operations. Original content is increasingly valuable as tools to detect generative AI-produced content are emerging parallel to the technology. Those who attempt to take shortcuts will be easily identified and the content simply won’t stand up against authentic writing.

    Nimbleness in Uncertain Times

    The economic rollercoaster ride from the post-pandemic boom to the rash of industry layoffs that characterized much of 2023 has thrown communications plans for a loop the past few years. Those of us waiting for the rollercoaster to slow down can’t help but see the 2024 presidential election coming and brace for its ramifications in the marketplace.

    The PR teams that can best adapt to market instability are the ones poised for success. That may mean finding ways to achieve PR initiatives with a reduced staff, a smaller paid content budget or fewer trips to industry conferences.

    A strong PR team should view a slimmer budget as an opportunity for creativity, rather than a handicap. Having fewer people involved often lends itself to more cohesion and spurs proactivity from each member of the team. Even in the face of budget constraints or a reduction in staff, bottom line results do not have to suffer.  

    Healthcare Media’s Evolution

    Media relations will present new challenges as newsrooms – even as prestigious as the Los Angeles Times and Business Insider – continue to shrink or consolidate.

    Building and maintaining healthy relationships with industry reporters is critical in an environment of short-staffed news outlets. In addition to having fewer resources, reporters now have the ever-present concern of AI “deep fakes” that have made it even harder for them to discern fact from fiction. The value of reliably connecting reporters to subject matter experts cannot be overstated in these times.

    Effective healthcare media relations strategies have also emphasized quality over quantity in a consolidated media landscape. The PR teams that foster those media relationships, drive quality in each piece of coverage and carve out space in a competitive environment will deliver ROI for their partners.

    The outlook for healthcare PR is not nearly as frosty as the weather forecast on the Red Planet, but the ebbs and flows of our business are sure to keep it interesting.

    Dan Ventresca

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  • Matter Health Conference Recaps

    Matter Health Conference Recaps

    The Matter Health team was fortunate enough to recently attend two major industry events – SHSMD Connections in Chicago and the Women’s Health Innovation Summit in Boston. Both events gathered healthcare leaders, innovators and strategists to discuss the latest in technology, marketing and other hot topics. For those who weren’t able to attend, here are some of our key takeaways from the conferences.

    Women’s Health Steps into the Spotlight

    The Women’s Health Innovation Summit was a bustling two-day affair highlighting what historically has been an underrepresented and under-explored area of healthcare. A lot of the focus was on technological innovations and medical devices to help solve longstanding problems in women’s health, but the larger theme that permeated all sessions was giving women the ability to take charge of their own care journey. From at-home hormone monitoring tests to breast cancer screenings fueled by tears, it’s clear that companies are recognizing the need for women to advocate for themselves and to be more informed about what’s going on with their bodies on an ongoing basis.

    We met no shortage of fascinating early- and late-stage startups that presented new women’s health products across the spectrum from support to detection to treatment. A few that particularly stood out to us included:

    • Proov: Proov offers a suite of diagnostics to provide fertility insights throughout the entire menstrual cycle. When paired with the free Proov Insight app, Proov’s easy, at-home urine tests provide a science-backed fertility coach right in your hand.
    • Rosy: Rosy was created to be a safe place for women (and people with vulvas) to find connection and interventions for sexual health needs on their own terms, all within one trusted, research-backed platform. It’s a women’s digital health platform that offers personalized and holistic solutions for sexual wellness.
    • Candlelit Care: Candlelit Care is destigmatizing what access to mental health care looks like for Black and BIPOC individuals, who are 3-10x more likely to experience mortality during the perinatal period. It provides accessible, community-focused, on-demand coaching with a focus on supporting thriving mental health through conception, pregnancy and the postpartum experience.

    Healthcare Communications at the Forefront of Evolving Industry

    The SHSMD Annual Conference in Chicago united healthcare marketers and strategists from a wide range of organizations such as MIT Medical, Clarify Health, Gozio Health and Definitive Healthcare. Sessions at the conference explored various areas of communication such as elevating marketing to increase impact in rural hospitals, balancing publicity with HIPAA regulations and overcoming bias through focused and thoughtful communications.

    The speaker sessions at SHSMD highlighted many of the executives and thought leaders that are transforming the way we think of and talk about healthcare. Some of the most interesting presentations included:

    • Building a Thought Leadership Program: Preparing Your Leaders for the Big Stage – Sharon Delaney McCloud, Director of Corporate Communications at UNC Health and Jamie Williams, Director of Executive Communications at UNC Health, spoke about the importance of training organizational leaders to speak with confidence and impact.
    • Data-Driven DEI: Make DEI Part of Your DNA – Dr. Randal Pinkett, Co-founder, Chairman and CEO of BCT Partners, shared insights from his newest publication, “Data-Driven DEI: The Tools and Metrics You Need to Measure, Analyze and Improve Diversity, Equity & Inclusion.”
    • AI/ChatGPT: Latest Trends – Brent Lamm, CIO of UNC Health System, Alan Shoebridge, Associate Vice President of National Communications Providence, and Patrick Higley, Vice President of AVIA’s Center for Operational Transformation, discussed the latest trends in ChatGPT and other AI tools and how they can enhance and streamline administrative functions, communications marketing, analytics, and other strategic work.

    As always, we valued the chance to connect with our healthcare peers in-person and were energized by all the innovations we were able to check out firsthand. If you’re interested in connecting with the Matter Health team at an upcoming conference or in learning more about how we help elevate some of today’s biggest Healthcare innovators, reach out below!

    Hannah Fier

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  • Assessing the Future of Generative AI in PR Content Writing

    Assessing the Future of Generative AI in PR Content Writing

    The rise of ChatGPT has taken the world by storm, igniting a renewed societal focus on how artificial intelligence and machine learning will shape the future of work as we know it. An emerging technology trend hasn’t captivated the global public sphere like this since the first iPhone release in 2007.  

    ChatGPT was a hot topic of conversation among business titans at World Economic Forum 2023 in January. Microsoft invested $10 billion to integrate it within its Bing search engine and product suite. Google launched a replica generative AI tool, Bard, in an attempt to keep pace and amplify its own search engine. Bill Gates even equated it to the invention of the internet, calling ChatGPT, “the most important innovation that will change the world.”  

    The buzz is well warranted. ChatGPT amassed 1 million users in just five days after its initial November launch. Two months later, it surpassed TikTok (9 months), Facebook (10 months) and Instagram (2.5 years) as the fastest consumer app to eclipse 100 million active users. The chatbot can be prompted to do everything from passing law school exams and offering investment advice to crafting cocktail recipes and faux movie scripts. It even got hired – hypothetically, of course – as an entry-level coder.  

    ChatGPT also writes reasonably well, which has sparked skepticism across the PR and marketing landscape about its potential to replace human content writing roles. However, while it can generate clean prose in an authoritative tone mirroring a human’s writing, there’s no guarantee the content will be truthful, accurate or unbiased. A few media publications who were early adopters of generative AI-powered content were already forced to issue retractions due to “dangerous inaccuracies and falsehoods” found within the articles.  

    More importantly, ChatGPT is incapable of replicating the intrinsic nature of a human content writer, which means it doesn’t incorporate any elements of human experience (HX) into the content creation process.  

    The Human Element

    At Matter, ingenuity is a core component of PR content creation. Whether it’s a targeted Forbes Technology Council article, an earned byline in Variety or an ROI-centric customer case study, our job is to: 

    It’s not about prioritizing quantity over quality or repurposing rudimentary angles that can be easily found through a simple Google search. It’s about collaborating with SMEs to zig while competitors zag and tell stories that uniquely position them as an invaluable source of truth across sectors. For executive thought leadership to rise above the noise in a saturated market, it must be crafted with an empathetic understanding for not only your client’s mission and goals, but also the real-world business challenges faced by their target audience. The supply chain disruptions, data breaches, labor shortages, public health emergencies and technology fallibility. The ripple effects of geopolitical tension and the realities of socioeconomic pressure with a potential recession on the horizon. 

    Only boots on the ground can deliver impactful, brand mission-oriented content that aligns with those experiences. Not an AI chatbot relying on large language models from billions of predefined telemetry datasets, which – for the record – is in violation of Google’s AI writing guidelines and subject to SEO penalties. When Business Insider recently asked ChatGPT for an opinion on its role in the future of content writing, here was the reply:  

    See, even the world-renowned robot agrees.  

    Explaining how AI/ML solutions are designed to empower humans, not replace them has been a core thought leadership angle across many of our B2B tech and cybersecurity accounts. With the way things are headed, we will soon be experiencing it for ourselves. And while ChatGPT isn’t positioned to replace human content writers anytime soon, the recent generative AI wave does signal the beginning of a pendulum swing for technology’s influence in content creation processes. It will change the way we work for the better.  

    Augmenting The Writing Process

    The applied use of generative AI offers an opportunity to automate some of content writing’s most mundane and repetitive tasks. Take drafting earned bylines for example. Considering most B2B byline angles are highly technical in nature, it typically takes hours of preliminary research and sourcing before putting actual pen to paper. But what if that entire phase of content creation was streamlined?  

    ChatGPT, in theory, could be prompted to conduct extensive research on a specific technology or subject matter – reducing the elongated preliminary sourcing process down to about 30 seconds. In turn, human writers have more time to focus on critical thinking and a higher baseline of knowledge and resources to leverage. This foundation reduces the immediate stress of meeting tight deadlines, which ultimately compounds into higher quality deliverables and better work-life balance.  

    The same logic can apply to other repetitive workflows like copy editing, outlining, data mining and intake calls. Microsoft Teams has a new premium version that incorporates ChatGPT into hybrid business collaboration, automating routine administrative tasks like notetaking, action items, customized meeting templates, timeline markers and more. Expect similar automation strategies to be applied to content writing.  

    Our content team will continue to explore how we can work in tandem with generative AIs like ChatGPT to amplify our offerings for B2B technology, cybersecurity, healthcare and consumer clients. For more information on Matter’s full range of PR services, don’t hesitate to contact us today!  

    Chris Mueller

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