B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing · Jeremy Shere

Best marketing use cases for generative AI w/ Brad Smith

·30 min·1 clip

Brad Smith says AI can give “an answer” but not always “the right answer” for a specific audience.

1. B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing focuses this episode on generative AI and B2B content marketing. 2. Jeremy Shear hosts the show, and Brad Smith appears as a serial entrepreneur who owns Codeless, Wordable, and Usurp. 3. The episode asks what generative AI is actually good for after the ChatGPT hype has cooled. 4. Brad says ChatGPT and GPT-4 surprised people with writing quality, but B2B marketing needs more than common email templates. 5. He argues that relying on AI for blog posts and white papers can leave writers with output that is technically present but not persuasive. 6. Brad says the reason AI writing feels off is that large language models scan existing words and produce a “nameless, faceless tone.” 7. He links that tone to the way models predict the next most common word from the data they have seen. 8. Brad says the problem is not only obviousness and flatness but also a lack of context and nuance. 9. He compares AI-generated writing to a cliched pop song or a bad cliched movie. 10. He says AI is strongest in top-of-funnel education and information, and weakest in middle- and bottom-of-funnel persuasion. 11. Brad uses “black and white information” as the category where AI can draft outlines, first drafts, and glossary content. 12. He gives account-based marketing and compound interest equations as examples of content AI can handle at a basic level. 13. He says nuance disappears when a topic involves different audiences, such as a mid-twenties investor versus someone with a net worth of 10 million plus. 14. Brad frames the issue as the difference between “getting an answer” and “the right answer.” 15. He warns that handing AI too much of the planning phase can make writers weaker because they stop exercising the thinking that writing normally requires. 16. Brad says good marketers should simplify when the technology helps and move slower when heavy lifting will produce a better result. 17. The conversation stays conversational and speculative, with Jeremy pressing Brad on claims and Brad answering in a measured, skeptical way. 18. The tone is interview-based and practical, with examples from B2B sales, podcasting, Peaky Blinders, Ozempic, and the metaverse. 19. People who work in B2B content, SEO, or sales will get the most out of this episode. 20. People looking for a cheerleading take on AI replacing writers will probably skip it.

As heard by us

A grounded look at what generative AI can and cannot do for B2B content.

This episode examines where generative AI fits in B2B content work after the first wave of hype has passed. Jeremy Shear presses Brad Smith on what marketers should use it for, where it falls short, and why human writers still matter.

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You want a practical read on what generative AI is good for in B2B content marketing.

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