There’s no escaping AI. It’s here, and it’s changing the way we work. The question is, are you using it to your marketing advantage?
If you’ve ever asked AI to generate content, only to receive something painfully generic or missing the mark, you’re not alone. A HubSpot survey found that while 50% of marketers see AI as an effective content tool, many still struggle to get the results they need.
The reality is, AI isn’t a magic button. It’s a tool that delivers what you put into it. Use it well, and it can supercharge your creativity, streamline workflows, and enhance data-driven decision-making. But leave it to guess what you want, and you’ll likely end up with content that’s bland, off-base, or even flat-out wrong.
The good news is you have more control than you think. AI-generated content isn’t failing because AI is broken, it’s failing because of poor inputs. From vague prompts to missing context, small missteps can make the difference between compelling content and a confusing mess.
In this blog, we’ll break down why AI sometimes gets it wrong and, more importantly, how you can take charge. With the right prompting strategies (read on!), you can turn AI into your most valuable content partner yet.
Why AI Gets Things Wrong
AI is a powerful tool, but it’s only as good as the data and guidance you give it.
Here some key reasons it might miss the mark with content creation:
- Data Quality and Relevance: AI models are trained on vast amounts of data, but if that data is outdated or skewed, the output suffers.
- Lack of Real-World Context: While AI can detect patterns, it doesn’t inherently grasp the nuances of complex B2B environments. Whether you’re in manufacturing, supply chain, or tech, industry-specific challenges require human insight that AI simply can’t provide on its own. Let’s be real, AI is smart, but not that smart.
- Poor or Vague Prompts: Perhaps the most common pitfall is simply not providing enough detail. Vague instructions lead to generic, uninspired outputs.
Common Issues in AI-Generated Content
Even though AI has transformed the content creation process, it’s not without its pitfalls. Here are some of the most common issues we’ve encountered:
- Hallucinations:
AI sometimes produces content that includes false or misleading information, often referred to as “hallucinations”. This happens when the AI generates details that aren’t based on factual data. The funny thing is, it might present a convincing argument which makes it easy for you to accept as a fact, when it’s purely made up. In industries where accuracy is important, such as manufacturing or tech, even a small inaccuracy can undermine credibility.
- Generic or Repetitive Output:
When prompts lack specificity or are too broad, AI tends to churn out generic, repetitive content. Without clear guidance, the output can fall flat, failing to capture your brand’s unique voice or the nuanced insights your audience expects.
- Bias in AI Responses:
AI models are only as unbiased as the data they’re trained on. If the training data contains inherent biases, the AI is likely to replicate these biases in its output. This can lead to content that presents a skewed perspective or excludes important viewpoints, which is particularly concerning in B2B sectors where balanced, objective information is essential.
The Power of Effective Prompting
Effective prompting is the secret sauce that can turn AI from a hit-or-miss tool into a reliable partner in content creation. When you provide detailed, strategic instructions, you significantly improve the alignment between the AI’s output and your business goals. In essence, the quality of your brief directly shapes the quality of your results.
We’ve refined our approach to crafting high-quality AI prompts into our very own 3 Ps Framework: Persona, Process, and Precision. This framework is designed to help you turn AI into a reliable content partner that delivers targeted, data-driven, and engaging outputs, especially crucial for B2B marketing.
- Persona
Before you even start drafting your prompt, build detailed buyer personas. Understand who you’re talking to by capturing the specific needs, challenges, and preferences of your target audience. These personas serve as the foundation for your AI prompts, ensuring that every output is finely tuned to resonate with decision-makers in industries like manufacturing, supply chain, tech, and sustainability.
Example:
Instead of a generic prompt for a blog post, use a persona relevant to your business like “Kevin, a 46-year-old Business Manager in a mid-sized manufacturing firm,” to tailor your instructions. This approach informs the AI about the tone, context, and details that will truly engage your target audience.
- Perspective
Provide a clear, structured background for your prompt. Outline the purpose, share any relevant data, examples, or reference materials, and explain the broader strategy behind the content. This step ensures the AI understands not only what you need, but why it matters and how it fits into your overall marketing objectives. It’s like laying out a roadmap before embarking on a journey.
Example:
Detail the content’s objective: “Explain how AI-driven automation improves efficiency in manufacturing. Include industry statistics, recent case studies, and actionable insights.” This gives the AI a robust context to generate meaningful and insightful content.
- Precision
Finally, be explicit about your requirements. Specify details like word count, tone, structure, and key elements you need in the output. Precision minimises ambiguity, allowing the AI to produce content that is both targeted and actionable.
Example:
Rather than saying, “Write a blog post about AI in manufacturing,” use: “Write a 1,200-word blog post for operations directors on the impact of effective AI use in manufacturing. Include three case studies, best practices, examples of tools and a clear call-to-action.”
Implement Strategic AI Prompting for Better B2B Content
Below are examples of tailored AI prompts that you can customise and use for your own content creation:
- Blog Post
- Bad Prompt: “Write a blog post about Industry 4.0.”
- Good Prompt: “Write a detailed 1,200-word blog post targeted at for senior operations managers in mid-sized manufacturing companies, like John, aged 49, who has challenges with legacy systems and budgets constraints, highlighting practical strategies to integrate Industry 4.0 technologies (like IoT sensors and predictive maintenance software). Include a short case study from the automotive sector, key ROI statistics, and actionable steps they can follow.”
This improved prompt clearly targets decision-makers in manufacturing with specifics relevant to their sector, outlining exactly what they need: practical advice, relatable examples, and actionable takeaways.
- LinkedIn Post
- Bad Prompt: “Write a LinkedIn post about sustainable supply chains.”
- Good Prompt: “Write a concise, engaging LinkedIn post aimed at Sustainability Managers like Mark (age 42, Sustainability Lead at a global logistics firm). Highlight two impactful benefits of adopting AI-powered tracking for sustainable supply chain management. Conclude with a CTA inviting readers to a webinar on sustainable supply chains.”
This detailed prompt considers exactly who’s reading it, sustainability professionals concerned with real-world applications, offering valuable insights and a clear next step.
- Email Campaign
Bad Prompt: “Write an email about our analytics product.”
- Good Prompt: “Craft a personalised 250-word email targeted at Logistics Directors and Supply Chain Managers (like Steve, a 42-year-old Head of Logistics at a mid-sized logistics company). Highlight our AI-driven analytics platform’s ability to predict demand fluctuations, reduce inventory costs, and optimise fleet management. Include a customer success story from a leading logistics firm and finish with a link to book a tailored demonstration.”
Specifying target roles and pain points ensures the content speaks directly to those managing supply chain complexities, making it practical, valuable, and highly relevant.
- Newsletter
Bad Prompt: “Write a newsletter about our latest tech product.”
- Good Prompt: “Write a 400-word newsletter aimed at addressing personas like Michael, a 48-year-old IT manager at a mid-size fleet company.
Highlight three ways our AI-powered cybersecurity solution improves threat detection and reduces false alerts. Include an industry statistic on AI effectiveness and provide a clear CTA inviting recipients to request a security audit.”
Clearly addressing the IT manager persona and their specific concerns with cybersecurity and efficiency shows understanding of the reader’s daily challenges and how the product directly resolves them.
- Product Page
- Bad Prompt: “Write product info about our data analytics tool.”
- Good Prompt: “Create a detailed, 700-word product page targeting tech-savvy Operations Directors like Sarah, a 38-year-old finance manager at a B2B SaaS company. Clearly highlight the benefits of our AI-driven analytics platform, including faster reporting, automated insights, and predictive customer segmentation. Incorporate specific client success metrics from tech sector clients and include an engaging video demo showing the software in action.”
The enhanced prompt highlights both persona details and real-world applications, speaking clearly to B2B marketers in tech companies who value practical solutions that directly impact their performance metrics.
- Website Landing Page (Tech Sector)
- Bad Prompt: “Create a landing page about our software.”
- Good Prompt: “Write a concise, persuasive 600-word landing page targeted at CTOs and IT leaders, such as Mark, a 47-year-old CTO at a medium-sized tech enterprise, promoting our cloud-based data management solution. Detail key differentiators like simplified data migration, superior scalability, and integrated cybersecurity. Provide industry-specific statistics on cost and time savings, incorporate a customer quote from an enterprise tech client, and include a prominent CTA to schedule a personalised demo.”
The prompt now clearly addresses the specific interests of senior IT decision-makers and provides structured, persuasive information, increasing the likelihood of generating conversions.
The above prompts are examples to help you get the best out of your AI. Add more details relevant to your ICP and industry and you’ll be sure to get content that resonates with your audience. Don’t forget! No matter how good the AI content might seem, be sure to review and fact check it! Your priority should always be to create content that adds value for your audience.
Key Takeaways – Best Practices for Crafting AI Prompts
We know this was a lot of information to digest. So, to sum up, remember these best practices:
- Be Specific: Define your persona, topic, desired length, tone, and target audience. The more detailed the prompt, the better the output.
- Provide Context: Explain the purpose of the content and include any key points or data you want to be featured.
- Break It Down: For complex tasks, split your prompt into clear, structured instructions.
AI Prompting Strategies for B2B Leaders
So, if you’re ready to use AI, here are some key points to consider and help make the process easier.
- Define Clear Goals: Before using AI, pinpoint what you want to achieve. Are you generating leads, boosting engagement, or improving SEO?
- Segment Your Content Needs: Tailor your prompts to different segments of your target audience, whether for technical content, case studies, or thought leadership pieces.
- Iterate and Optimise: Use A/B testing with different prompts to see which ones deliver the best results, then refine accordingly.
