{"id":3235,"date":"2021-12-24T09:00:00","date_gmt":"2021-12-24T14:00:00","guid":{"rendered":"https:\/\/360leads.com\/?p=3235"},"modified":"2021-12-23T14:03:25","modified_gmt":"2021-12-23T19:03:25","slug":"ai-and-google-bert-can-help-with-your-b2b-lead-generation-content","status":"publish","type":"post","link":"https:\/\/360leads.com\/blog\/ai-and-google-bert-can-help-with-your-b2b-lead-generation-content\/","title":{"rendered":"AI&#8217;s impact on B2B lead generation content"},"content":{"rendered":"\r\n<p>Artificial intelligence is playing a significant role in online blogging efforts for B2B lead generation results. If your goal is to provide useful information and great stories for your customers, which it should be, while also ranking well organically, you need to consider content intelligence.<\/p>\r\n<p><a href=\"https:\/\/writer.com\/resources\/content-intelligence\/\" target=\"_blank\" rel=\"noopener\">You can actually analyze the personality of your content with content intelligence tools like artificial intelligence (AI), machine learning (ML), and natural language processing (NLP).<\/a><\/p>\r\n<p>That said, in 2018 Google announced their ground-breaking new search algorithm called BERT. How does this apply to your B2B lead generation blog? While a lot of us may know Bert as Ernie\u2019s hilarious sidekick from the kids\u2019 show Sesame Street, the acronym is short for \u201cBidirectional Encoder Representations from Transformers.\u201d (Wow, that\u2019s technical\u2026 hence why they call it BERT.)\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.itbusinessedge.com\/development\/the-future-of-natural-language-processing-is-bright\/\" target=\"_blank\" rel=\"noopener\">This article explains BERT and NLP<\/a>, but the short explanation is that it better understands the actual intent behind the words used in online searches. This means that it helps your potential sales leads find exactly what they are looking for faster. And if you\u2019re doing blogs for B2B lead generation, this is very good news.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/360leads.com\/blog\/ai-and-google-bert-can-help-with-your-b2b-lead-generation-content\/#Write_for_human_beings_not_bots_and_youll_be_rewarded\" title=\"Write for human beings, not bots, and you&#8217;ll be rewarded\">Write for human beings, not bots, and you&#8217;ll be rewarded<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/360leads.com\/blog\/ai-and-google-bert-can-help-with-your-b2b-lead-generation-content\/#Everyone_loves_a_good_story\" title=\"Everyone loves a good story \">Everyone loves a good story <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/360leads.com\/blog\/ai-and-google-bert-can-help-with-your-b2b-lead-generation-content\/#Find_the_pain_points_for_B2B_lead_generation_success\" title=\"Find the pain points for B2B lead generation success\">Find the pain points for B2B lead generation success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/360leads.com\/blog\/ai-and-google-bert-can-help-with-your-b2b-lead-generation-content\/#The_beauty_is_in_the_details\" title=\"The beauty is in the details \">The beauty is in the details <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/360leads.com\/blog\/ai-and-google-bert-can-help-with-your-b2b-lead-generation-content\/#Your_audience_should_define_your_brand_voice\" title=\"Your audience should define your brand voice \">Your audience should define your brand voice <\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Write_for_human_beings_not_bots_and_youll_be_rewarded\"><\/span><strong>Write for human beings, not bots, and you&#8217;ll be rewarded<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Keywords are great, but insights and true connections are even better. Especially when we\u2019re looking to generate leads. As marketers and businesses, we\u2019ve gotten so used to writing for SEO that we sometimes forget about the actual humans we\u2019re talking to. They need something or they wouldn\u2019t be searching for it. Creating content that truly connects with them gives you a better chance of showing up first in their search. B2B lead generation companies like <a href=\"https:\/\/360leads.com\/\">360 Leads<\/a> (that\u2019s us) can help you with content, and here are some of the techniques we use.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Everyone_loves_a_good_story\"><\/span><strong>Everyone loves a good story <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Storytelling is back in a big way. And with good reason. As we explain in this <a href=\"https:\/\/360leads.com\/blog\/want-to-generate-leads-learn-how-to-tell-your-story\/\">blog about generate leads by selling your story<\/a>, a good story is a scientifically proven and effective way to create an emotional connection. What you know as case studies, actually have the potential to be great stories. A satisfied customer is your \u201chero,\u201d the problem they need fixed is \u201cthe quest,\u201d and then your company came and solved it, which is the \u201cthe happy ending.\u201d A true sales lead will identify with whatever struggle your story\u2019s happy customer hero had.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Find_the_pain_points_for_B2B_lead_generation_success\"><\/span><strong>Find the pain points for B2B lead generation success<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>As this <a href=\"https:\/\/www.inc.com\/young-entrepreneur-council\/how-to-identify-customer-pain-points-when-starting-a-business.html\" target=\"_blank\" rel=\"noopener\">article (identifying customer pain points)<\/a>\u00a0explains, when coming up with a lead generation strategy, it\u2019s important to understand exactly what problem(s) you\u2019re solving with your brand. One exercise to do is explore these 4 types of common pain points: 1) Cost (they want a better bang for their buck), 2) Productivity (they want to save time or prevent wasting it), 3) Ease Of Process (they need something that will make their lives easier) and 4) Assistance (they want access to helpful customer support after purchasing).<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_beauty_is_in_the_details\"><\/span><strong>The beauty is in the details <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>What\u2019s great about Google BERT and other content intelligence tools is that being more detailed and specific in your B2B lead generation content will work in your favour. If you think of <a href=\"https:\/\/swiped.co\/file\/they-laughed-when-i-sat-down-at-the-piano-by-john-caples\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">ads from the 1920s<\/a>, they would tell a story about how a problem was solved and the text would take up most of the page. Using this approach, we can take an opening title such as \u201cHow do I get a better sleep?\u201d and rework it addressing the pain points and solutions with something like, \u201cHow I Got A Better Sleep After I took Melatonin And Chamomile Tea Just Before Bed.\u201d Going \u201cold school\u201d like this with your content can actually help both Google bots and humans to find you.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Your_audience_should_define_your_brand_voice\"><\/span><strong>Your audience should define your brand voice <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Sure, you can sit in a boardroom with a whiteboard and brainstorm a brand voice that will resonate with your potential B2B sales leads. But the best B2B lead generation companies know that to really resonate with them and create a good story, you need to put yourself in their shoes and use the same type of words that they do. That means digging deep and <a href=\"https:\/\/blog.hootsuite.com\/social-media-monitoring-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">reading social media conversations<\/a>, customer reviews and Q&amp;A forums about your industry. Not only is this the most unfiltered and valuable research you can do, you\u2019ll get the actual words you need to reach more sales leads.<\/p>\r\n\r\n\r\n\r\n<p>Bottom line: making an effort to talk to your B2B leads like actual humans, in a way that makes them actually want to read it, will get noticed by Google. Need some help? <a href=\"https:\/\/360leads.com\/contact-for-lead-generation\/\">We\u2019re ready when you are<\/a>.\u00a0<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Recently, Google announced their ground-breaking new search algorithm called BERT. How does this apply to your B2B lead generation blog? While a lot of us may know Bert as Ernie\u2019s hilarious sidekick from the kids\u2019 show Sesame Street, the acronym is short for \u201cBidirectional Encoder Representations from Transformers.\u201d (Wow, that\u2019s technical\u2026 hence why we call it BERT.)<\/p>\n","protected":false},"author":3,"featured_media":3642,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[13],"tags":[18,92,42,64,25],"_links":{"self":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/posts\/3235"}],"collection":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/comments?post=3235"}],"version-history":[{"count":0,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/posts\/3235\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/media\/3642"}],"wp:attachment":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/media?parent=3235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/categories?post=3235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/tags?post=3235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}