According to one survey, 62% of generative AI usageis for information retrieval. As such, Generative Search Experiences (SGE) are becoming increasingly common among users. So, what strategies can B2B companies employ to effectively promote their services to generative AI? Today, for B2B companies operating websites or LinkedIn accounts, I will introduce three media strategies that AI can recognize as valuable content. 🙂
You can enhance your understanding of SGE by reviewing the content below before reading this article!
👉 4 GEO Content Strategies to Introduce Our Services to the Unknown SGE and AI
AI Search Engine, Smarter Content Exploration with Multimodal Models
If 2024 was the inaugural year for the widespread use of search through generative AI, it is expected that starting in 2025, content strategies will be required to enhance SGE (Generative Search Experience) in line with the evolving AI environment. In particular, with the emergence of multimodal technology, AI is now able to explore diverse content information, including images, videos, and audio, making media operation strategies even more critical.
What is Multimodal AI? 💡
It refers to artificial intelligence technology that processes and learns from various types of data simultaneously. It is a technology that learns and analyzes relationships by considering data such as text, images, and videos together.
Until now, B2B companies have tended to limit their marketing channels to just websites and blogs. However, it is now time to showcase corporate content through a variety of media channels. Through such strategies, AI search engines are expected to comprehensively assess a company's value, recognize the content as meaningful, and boost search visibility. However, unlike B2C businesses, it is not easy for B2B companies to plan Integrated Marketing Communication (IMC) campaigns or broadly expand their marketing channels. So, what channel strategies can B2B companies implement right now?
1. Owned media (websites & blogs) that can enhance corporate expertise
A company's website and blog are indispensable elements of corporate media management. This is because blogs remain the primary channel through which customers first encounter a brand. How should the operation of a company blog change in the SGE era?
To understand user intent and provide content that matches it
In the SGE era, the most important aspect of managing a company blog is accurately identifying users' search intent and creating content that aligns with it. To grasp search intent, you must deeply understand the problems and concerns that customers are actually curious about. For example, for B2B companies, it is better to create content that answers specific concerns, such as "Startup B2B Marketing: How to Start with a Small Budget," rather than using a simple keyword like "I'm curious about marketing strategies.".
while traditional SEO (Search Engine Optimization) focused simply on keyword density, Generative AI Engine Optimization (GEO)is known to use generative AI to determine content value based on the context and relevance of user searches.
In generative AI search, customers search in the form of questions as shown in the photo above, and the AI independently searches for and arranges content related to the user's question to generate an answer. What matters is how much practical value the content provides in response to the user's question. When operating a company blog, you must design content by considering what questions customers will ask, rather than simply focusing on keywords.
2. Second media that enhances corporate credibility
For B2B companies, utilizing secondary media is becoming an important means of demonstrating their expertise and credibility. In particular, activity on platforms such as industry-specific media or Q&A forums on portal sites helps to further solidify a company's professionalism. Through such secondary media, companies can deliver consistent brand messages across various channels and create touchpoints with more potential customers.
Selecting external channels suitable for our service and building relationships with partners
Second media refers to external media channels other than a company's own website or blog that is directly owned and operated. Generative AI is known to prefer more trustworthy and professional channels. Such second media not only provides valuable information to AI search engines but can also serve as an effective channel for B2B companies to demonstrate expertise and increase touchpoints with potential customers.
🤔 Second media that the Elifunt Team is watching with interest
- Press releases or articles from specialized media or news organizations
- IT/Tech – ZDnet, Digital Insights , etc.
- Startups – Venture Square, Platforum, etc.
- Marketing – iBoss, OpenAds, etc.
- Portal site Q&A, cafes, and communities
- Namuwiki, Wikipedia, etc.
There are various ways to enhance a company's expertise and credibility through secondary media. For example, this involves writing articles for specialized publications or actively participating as an expert in industry communities. Such activities can influence how AI recognizes the company as a trustworthy information provider.
3. Social media (SNS) that gets closer to customers
For B2B companies, business-focused social media platforms such as LinkedIn and Twitter have established themselves as effective channels for professional networking and building brand awareness. On these platforms, companies can share various forms of content, ranging from materials showcasing their expertise to behind-the-scenes stories revealing their corporate culture.
Social media becomes more important in the era of generative AI because various multimedia content can directly influence search results. This is because, with the emergence of multimodal AI, content in diverse formats, such as images, videos, and audio, is being included in search targets.
If you run LinkedIn, increase visibility to customers and AI simultaneously with video
Video content is an excellent medium for conveying valuable information, as multimodal AI is optimized to analyze and understand images, audio, and text in combination. In particular, product demos or technical demonstration videos can visually convey the functions and value of complex B2B solutions, thereby enhancing customer understanding.
LinkedIn has recently been experimenting with new content formats by supporting full-screen vertical video posting. It is evolving in a direction that enhances the engagement of enterprise users, similar to Instagram, YouTube, and TikTok. If you try video content this year, you can deepen trust with customers as well as leverage AI.
The era has arrived where even B2B companies need integrated media strategies
To succeed in the era of generative AI search, an integrated media strategy encompassing in-house blogs, secondary media, and social media is recommended for B2B companies. This involves delivering a consistent brand message while leveraging the unique characteristics of each channel, and providing valuable content that addresses customers' real concerns.
While the new trend of AI search engines may seem daunting, adapting to this change ultimately serves to further solidify the business assets and customer touchpoints you have built up. I hope you gain insights from today's article and become one of the first to launch an integrated channel strategy that enhances your business expertise and credibility!
✍️ This article was written by an editor affiliated with Elifunt. If you would like to become an Elifunt editor, please apply via this link !
