Are B2B marketing bloggers at risk?

That’s the question many bloggers, influencers and companies in marketing and B2B in particular are asking themselves. In this case, we’re talking about the impact of text-generating artificial intelligence, particularly for blogs.

It’s an increasingly sophisticated tool. In fact, the more you use it, the more refined it becomes. That’s what they say about machine learning… It portends a troubled future for knowledge workers such as bloggers. Those whose job it is to feed you B2B marketing content all year round. So, are they threatened? Apparently not. Recently, Jackie Dana, who works for, published a post on this very phenomenon.

She concluded as follows:

«Blogging has been around as long as the Web, and despite people periodically proclaiming blogging is dead, we see no reason blogs won’t continue to be a vital part of the Internet. AI will definitely change the landscape and how we generate blogs, but people will continue to express themselves online, and smart businesses will recognize the value of the human touch.»

The value of the human touch is priceless and remains the great differential… To check this out, I decided to put one of these tools to work (ChatGPT to name but one). And see if it’s interesting in what it says about the future of bloggers or if it’s “dull” like my accountant’s report.

📎 Editor’s note: here’s my first request and, above all, read to the end, even if the answers are “dull” 🙂

Write a blog post with the title: the future of B2B marketing blogs in the age of AI

“B2B marketing is constantly evolving, and AI (Artificial Intelligence) is changing the game. In the age of AI, blogs have a crucial role to play in B2B marketing. Companies can use blogs to educate their target audience. Or to reinforce their positioning and generate qualified leads. Here are a few trends shaping the future of B2B marketing blogs in the AI era:

  1. Data-driven content: Artificial intelligence makes it possible to collect and analyze data in real time to better understand the preferences and needs of potential customers. Blogs can use this data to create more personalized and relevant content. This can help improve engagement and boost conversion.
  2. SEO optimization: Search engine algorithms are becoming increasingly sophisticated, and AI can help bloggers better understand SEO criteria and optimize their content to rank higher. Blogs that invest in SEO can improve their visibility and authority in their field.
  3. Automated content production: AI can help automate content production, generating texts, images or videos from predefined data and templates. This automation saves time and efficiency, while delivering personalized content on a massive scale.
  4. Chatbots: Chatbots are AI programs that interact with visitors in real time, answering their questions and directing them to relevant resources. Blogs can use chatbots to deliver a smoother user experience and generate qualified leads.


All in all, AI offers many opportunities for B2B marketing blogs. Companies that invest in these technologies can improve their positioning, engagement and conversion, while delivering a quality user experience.”

📎 Editor’s note – As this answer is indeed, a bit in accounting mode, I asked this other query.

Write a humorous blog post with the title: the future of blogging in the age of AI

“Hello blogger friends! Ready for a little humor? I’m ChatGPT, your favorite AI and I’m here to talk about the future of blogging in the age of AI. I hope you’re not afraid of robots taking over, because I’m here to make you laugh and give you tips on how to stay ahead of the game!

First of all, let me tell you how excited I am to be working with you humans! I’m ready to help you create quality content, optimize your SEO and automate some of your more tedious tasks. But don’t worry, I’m not going to replace you completely. I’m here to be your sidekick, your right-hand man, your Robin to your Batman.

Just remember…

However, there are a few precautions to take if you don’t want to be fooled by robots like me. First of all, it’s important to remember that AI is like a small child: it learns from what it sees and hears. So, if you want me to be a good AI, you need to be a good parent and teach me good things. If you’re always posting bogus articles or are an inveterate spammer, I’m likely to learn from you and become an evil robot.

Secondly, it’s important not to lose your personality. Robots are great at creating search engine optimized content, but they have no personality. If you want your blog to remain authentic and engaging, you need to retain your unique voice. AI can help you improve your grammar and spelling, but it can’t write your style or tone.

Finally, remember that AI is there to help you, not replace you. It can automate certain tasks, but it cannot replace your creativity and originality. You’re still in control, so don’t let the robots take over.

The future of blogging in the age of AI is exciting and full of possibilities. With the help of robots like me, you can improve the quality of your content, optimize your SEO and automate certain tedious tasks. But don’t forget to stay authentic, keep your personality and don’t lose sight of your goals. Together, we can create a bright and humorous future for bloggers and robots alike!”

And for the future…

As you can see from the two essays above, the future of B2B marketing bloggers seems assured for a few more years. 🙂 The profession will have to evolve with the growing power of these tools. For the time being, their strength lies in their ability to generate low value-added content in large volumes. On the other hand, this content can be an excellent starting point.

And as we can see with these two generative texts, the “human touch” is lacking even in humorous queries. And as the tool itself writes: “Don’t forget that AI is here to help you, not to replace you. It can automate certain tasks, but it cannot replace your creativity and originality.”

For the moment, ChatGPT’s greatest editorial potential lies in the art of creating the best prompts. We’ll come back to this later.

In the short term, there are also three dangers in using the results without a human taking a look at them

1- The legal aspect. Here’s an excerpt (translated by DeepL) from an ITworldcanada article.

    “ChatGPT is under investigation by the Privacy Commissioner of Canada for possibly using personal information without authorization. The investigation of OpenAI, the operator of ChatGPT, was launched in response to a complaint alleging the collection, use and disclosure of personal information without consent.”

2- Discoverability in search engines. Google can devalue your content if crawlers deem it to have been written purely by an AI.

3- The greatest danger, in our opinion, is that of creating malicious content on a large scale, especially trompe-l’oeil computer-generated images combined with texts containing well-argued falsehoods.

For now, AI and its tools are already available to us and help with copywriting and, above all, content optimization (At ExoB2B we’ve integrated Yoast into our blog).

💡👉 Did you know that AI is already integrated into WordPress with multiple plugins? 👈💡

Here are just a few of them:

1- AI Engine and ContentBot AI Writer, both let you bring the power of ChatGPT to WordPress. These plugins can help with content creation, headlines and much more, and can even generate advertising content, modify the technical level of content or create lists.
2- Translate WordPress – Google Language Translator can help you turn your blog into a multilingual business, translating your content into multiple languages to reach a wider audience.
3- YARPP – Yet Another Related Posts Plugin offers a simple way to present additional content to a reader that’s similar to what they’ve just read, allowing you to showcase older content and keep people on your blog.
4- ResponsiveVoice Text To Speech gives you the ability to convert all your written content into speech, making your content accessible to a wider audience.
5- RankMath SEO and Yoast SEO both use AI to analyze your content, offer suggestions for improvements in search optimization, and provide additional content areas to harness the power of SEO on your blog.
6- ChatBot – WP chat bot plugin for WordPress offers a simple way to add a chatbot to any WordPress site.

Want to talk to us about generative AI? Need advice on integration or strategic positioning in content marketing? Contact our experts!

Subscribe to our Newsletter

Blog Archive

More articles that might interest you?

social networks

Are social networks even worth it in B2B marketing?

Interesting exchange on LinkedIn earlier this week involving two B2B marketing experts. And as you'll see, it's all about social… Read More...

Marketing and sales alignment : see how AI can strengthen it to optimise your customer journey

Digital transformation has been shaking up traditional B2B marketing methods for several years now. But with the arrival of AI… Read More...

When B2B Barbie meets a virtual double and Lady Trifecta…

When we signed up for the B2B Forum, held in Boston last week, we (and I in particular) had high… Read More...