Content marketing is nothing new in the world of business-to-business (B2B) e-commerce. Businesses rely on various types of content, including emails, websites, social media, etc. The variety of content is intended to attract a wide audience of people who use various devices (e.g. tablets, smartphones, desktops, laptops).

Marketing strategies are constantly evolving, and so does content. According to the Content Marketing Institute, 90% of content marketers think of the informational needs of their audience when creating content. When looking to drive engagement, choosing the right content topics is the perfect solution.

However, B2B leads have a lot of options when it comes to content they can consume to find the information they need. As technology develops, content has to innovate and move beyond traditional text content to attract more people to a business.

Marketers who want to make a step towards the future should consider creating intelligent content.

Intelligent Content: What Is It?

Intelligent content is what many experts consider to be the future of content marketing. The reason is obvious: As artificial intelligence evolves and becomes more and more popular, content creators should be able to take advantage of these AI-powered solutions. What makes intelligent content different from the regular content is that *intelligent content has a more detailed structure so machines can work with it easily. *

It’s also adaptable, reusable, and easy to discover.

To create intelligent content, you should break down your existing content into fragments and optimize each fragment, organizing it according to semantic categories. Creating well-structured content may be time-consuming, but this content demonstrates the value of your business. In addition, this sort of content is easy to upgrade.

Intelligent content for B2B marketing diagram

How Intelligent Content Will Change B2B Marketing

Intelligent content helps keep itself organized. Intelligent content allows content management systems to keep content better organized and accessible according to logical taxonomies and structures. Intelligent content also allows CMS systems to incorporate the ability to suggest more accurate related content for improved usability, a feature offered by our friends over at WordLift.

And while intelligent content is more readable by a company’s CMS, it’s also more readable by search engines. Thus, efforts you spend on creating this content will provide a better return thanks to improved SEO and audience engagement.

The latest developments in machine learning and artificial intelligence will allow B2B marketers to generate good content automatically, eliminating the need to hire more writers to keep up with their content needs. Properly structured information will enable machines to process it easily and to create content based on the preferences of a particular customer. AI has already proven to be a great tool for personalization. We’ve already seen automated content used in sports and finance journalism.

Intelligent content will also become your best seller. Many brands already realize the importance of creating high-quality content because just selling doesn’t work anymore. Sales content will become more sophisticated, providing in-depth information about the product and increasing engagement.

Evolution of intelligent content

Key Areas of Focus in Developing Intelligent B2B Content

1. Rich structure

Structure is the key to developing smart content. You have to break down your information into digestible chunks that can be classified.

When the content has a logical structure, processes can be partially automated. In the case of intelligent content, it can be consumed by humans and interpreted by machines, therefore making it possible to use AI to link the digestible chunks together into high-quality content.

Creating structured content is to make it reusable. For example, you can use your blog post as a post on Twitter, Facebook, Instagram, Tumblr and other platforms. Each of these networks has different requirements and machines can adjust structured content to any platform with little to no human interaction.

2. Long blog posts

Long-form content is all the rage. The reason is obvious: Such posts build trust among your readers and therefore help attract more and better leads. Of course, creating long-form content takes a lot of time and resources. However, the intelligent content strategy allows you to update the already existing posts, making them longer and adding more useful data.

Many B2B blog posts are 500 words long or even shorter. You can use this to your advantage, as well-structured short posts can be combined according to semantic principles to create longer, more authoritative blog posts. Long-form blogs can become evergreen, increasing their value and ROI for your business. Thus, it’s a great way to both connect with your audience and make your content more efficient.

3. Automatically discoverable content

How can you make your content automatically discoverable? By making it well-structured and adding semantic metadata. Metadata provides basic information about the content and adds structure to the data related to it.

Even though metadata is used only by machines reading your content, it can still provide a major benefit to your human users (aka your potential customers). Since most people seek out and find content via search engines (machines), well-structured intelligent content will help these search engines connect your users with your content more easily.

4. Infographics

A lot has been said about the effectiveness of infographics for increasing engagement. On the internet, users are looking for a simple representation of the information and they want to understand what this information means. Infographics solve this problem and give you an opportunity to stand out from your competitors.

Once your readers have found understandable infographics on your page, they will keep reading your blog in the future, making infographics great tools to increase not only traffic and engagement but also improve your brand’s reputation in the industry.

Plus infographics are also a great choice if you want your audience to share your content on social media.


The world is changing and changing fast. In the age when we have to deal with massive amounts of data, B2B marketers are seeking automation. They need to provide content for different categories of users, who use different devices and share content on different platforms. Intelligent content allows you to forget about many cumbersome manual tasks.

Thanks to proper structuring and categorizing, machines can easily find your content and adapt it to various needs of your users. Intelligent content is reusable and much more effective, so all the marketers certainly need to consider using it in their strategies.