Jump to a better conclusion

mlns='> Learn to use AI’s niche data set limitations to your B2B brand’s advantage [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 7.21.23 Connect With CMI  [The Future of Email Marketing: Insights From 23 Content Marketing Experts]( Two-thirds of marketers distribute their content by email. Will that number drop any time soon? Content Marketing World presenters make their predictions and suggest strategy improvements and alternatives. [Read more]( By Kim Moutsos More of the week's best stories: - [Research Says These Two Choices Determine Your Content's Shelf Life]( Content Marketing Institute Team - [Heat Up Your Content Marketing Game During the Summer Lull: 5 Things To Do]( by Ann Gynn - [Why AI’s Jump to Conclusions Might Be Perfect for Your B2B Brand]( by Robert Rose - [ICYMI: 4 Ideas To Create a Better Thought Leadership Journey for Your Brand and Buyers]( Jodi Harris  Jump to a better conclusion Do you jump to conclusions? It’s inevitable for humans. Wait, did I just jump to a conclusion? Psychology says [cognitive biases]( motivate people to jump to conclusions. For example, association bias involves seeing connections in information where none exist. You reach an unwarranted conclusion based on a minimal set of data. But can jumping to conclusions lead to good things? In the early 2000s, I was the chief marketing officer at a web content management software company. Our monthly goal could be creating or nurturing as few as 30 leads. The company would close an average of five to 10 new customers a month. Because of our niche, B2B focus, understanding which ads, platforms, events, and thought leadership topics resonated the best hinged on a small number of people. We looked at the data available and estimated what worked. We had to jump to conclusions. Now, some B2B companies jump to the right conclusion – the perfect thought leadership message or brand differentiation. The flywheel starts because differentiation happens quickly. By finding the groove of a disproportionate share of voice, marketing and sales become easier. The concept of inbound marketing serves as a perfect example. Around the same time as my software company tenure, an interesting trend in digital marketing appeared called “article marketing.” Brands could create interesting, thought-provoking articles on the web that would help the companies be discovered through search engines. But none of the content management or marketing automation solutions latched onto that as a messaging strategy. In 2006, Brian Halligan and Dharmesh Shah founded HubSpot as a way to grade your website, look at social media engagement, and create blog posts and landing pages for leads. They coined the term “inbound marketing” and built messaging around it that became an industry standard. Brian didn’t have data on which to base that messaging strategy. But he looked at Dharmesh’s success with blogging and connecting through content on social media and believed that represented a new way of buying. Brian liked the concept of calling it “inbound,” as he shares in this [2019 interview](. Just about every B2B company I’ve worked with tries to find a flywheel like HubSpot did. But the challenge of a limited data set remains. Is it any wonder B2B companies have a seemingly constant and perennial “messaging strategy” evolution? However, this is where I see an emergent challenge – and perhaps a unique opportunity – in generative AI and B2B marketing and content. Generative AI tends to confidently “make up” answers because its information sources are limited to what’s generally available online. For niche B2B content these sources may be few, which results in the AI jumping to false conclusions. But in [Rose-Colored Glasses]( this week, I discuss how this weakness can propel – or at least inspire – you to find your own version of “inbound marketing.” By creating content that defines (or redefines) your industry – the information that separates and sets new standards for your solutions to problems – you can more easily set the “right answer” for what generative AI should deliver. I’d love to hear what you think of this idea. Send me [an email](mailto:Robert@contentadvisory.net?subject=Jumping%20to%20conclusions) or leave a comment on [the article page](. Until then, remember: It's your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.   More From CMI Join Us for Monday’s Livestream Similar to Ariel’s fascination with the human world in The Little Mermaid, marketers and content writers have a fascination with the AI world. But are we sacrificing too much just to be more efficient? Join us this Monday, July 24 at 12 ET for an Ask the #CMWorld Community livestream conversation with Jill Grozalsky Roberson, where she’ll preview her Content Marketing World session and chat about how to balance the use of AI without losing your voice. [Tune in here](. Then mark your calendar to see Jill (and 150+ expert speakers) at Content Marketing World this September 26-28, in Washington, D.C. [Register now]( with promo code COMMUNITY100 to save $100.   [SEO RESOURCES]( Events [Content Marketing World]( [ContentTECH Summit]( [Content Marketing Awards]( Resources [Research]( [White Paper/eBook Library]( [Content Voices]( Education [Content Marketing University]( [Chief Content Officer]( [Webinars]( [Job Listings]( Interested in advertising with CMI? 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