Up next: using AI to create awareness-stage content because if the buyer’s journey were a Netflix series, this would be Season 1, Episode 1. The plot? A business owner suddenly realizes something’s not working, or there’s an opportunity they can’t afford to ignore. They’re curious, poking around, and digging for more information.
This is the cue for marketers to enter the scene. Not as the pushy salesperson waving a product brochure, but as the wise, approachable guide who says: “Hey, I get it. Here’s what’s going on, and here’s what you should know.”
Before you can step in and start nudging them in the right direction, you’ll need the right content to prove your worth. Luckily, you don’t have to create it all alone. You can use AI as your co-writer, research assistant and content production crew.
When creating awareness content for B2B buyers, AI can assist with ideas, drafts and copy edits — but remember, it doesn’t automatically understand your audience’s context as deeply as you do. By combining your knowledge and humanity with the right AI tools, you’ll have a winning combination to push your buyer out of the awareness stage so they can start to consider your product/service as the solution to their dilemma.
What exactly is awareness-stage content (and how should you use AI)?
In the buyer’s journey, the awareness stage sits right at the top of the funnel (TOFU). Buyers aren’t shopping yet; they’re Googling questions like:
- What’s causing my supply chain bottlenecks?
- Why is employee turnover so high in my industry?
- What’s this AI thing everyone keeps talking about?
At this stage, buyers want clarity, not a product pitch. That means your AI-assisted content should educate, spark curiosity and make them think, “Wow, these people really get me.”
The format of your awareness-stage content should be approachable and shareable:
- Blog posts that break down trends
- Infographics that make data digestible
- Explainer videos that keep it light but smart
- Research summaries that show you did your homework
Your AI-boosted content creation mission is straightforward in the awareness stage: provide buyers with the words and frameworks to define their problem, and let them associate your brand with intelligent thinking.
How AI helps you create smarter awareness-stage content
AI isn’t here to steal your job. It’s here to make you look like the marketer who has their act together while everyone else is still wrestling with a blinking cursor.
Finding the right topics (AI as your trend detective)
Instead of drowning in reports or endless Google tabs, AI can spot what’s bubbling up in your industry right now — just like a marketing crystal ball. It surfaces the questions buyers are asking before they become yesterday’s news.
Drafting and outlining (AI as your writing buddy)
Once you know your topic, generative AI tools like ChatGPT and Claude can whip up an outline, suggest subheads and even draft sections. You’re still the editor-in-chief, but now you’re editing something instead of yelling at your keyboard.
Repurposing across formats (AI as your content multiplicator)
Why stop at one blog when AI can help you repurpose content into a LinkedIn post, a short video script or even a slick infographic? It gives you the prowess to turn one great recipe into a full dinner party menu. Maximum mileage, minimum effort.
Personalization at scale (AI as your chameleon)
Different buyers care about different things. A CFO wants to hear about costs, a COO wants efficiency, and an IT lead wants security. AI helps you remix one idea into multiple versions so each persona feels like you wrote it just for them. (Talk about using AI to maximize your awareness-stage content!)
Optimizing for SEO (AI as your wingman)
Even the wittiest blog won’t matter if it lives on page three of Google. SEO-friendly AI tools like Jasper and SEMRush can help you find the right keywords, craft snappy meta descriptions and suggest related terms (so those brilliant insights actually get discovered).
Don’t let AI erase the human touch in awareness content
AI is powerful, but it’s not your brand. It doesn’t have your sass, your stories or your credibility. That’s where you come in.
- Fact-check like a pro: AI sometimes makes things up, or shows bias—don’t let it embarrass you.
- Inject personality: a little wit and voice go a long way.
- Tell stories: people remember metaphors, not bullet points.
- Measure and adjust: see which AI-assisted pieces actually get traction.
At the awareness stage, AI can act as your content marketing sous-chef: it preps the veggies, stirs the sauce and keeps things moving. But for real impact, you should still be the one adding the secret spice that makes people want seconds.
Using AI to guide your buyer from the awareness stage to consideration
Content truth: At the awareness stage, buyers want a guide who can explain the landscape and make them feel a little smarter. AI helps you be that guide at scale. It ensures you’re creating content that’s timely, searchable, and genuinely interesting enough to stop the scroll.
When you blend AI’s speed with your human storytelling, you don’t just churn out more content; you create content that earns trust, ranks well and maybe even makes your reader smile. And in the noisy world of B2B marketing, that’s a win.
FAQ: AI and awareness-stage content
- What is awareness-stage content in B2B marketing?
It’s the educational, top-of-funnel content that helps prospects understand their problem or opportunity before they even think about buying.
- How does AI help with awareness-stage content?
AI speeds up research, drafting, and repurposing. It helps find trending topics, optimize for SEO, and even tailor content to different buyer personas.
- What content formats work best in the awareness stage?
Blog posts, infographics, videos, and industry trend reports are great for engaging and educating buyers early on.
- Why is SEO so important for awareness content?
Because awareness-stage buyers start with search. If your content isn’t optimized, you won’t even show up in the conversation.
- Can AI replace marketers in creating awareness content?
Nope. AI is the assistant. Marketers are the strategists, storytellers and voices behind the brand. The best results come from a collaboration.