March 2025
News that’s shifting the way we think and work.
This month in The Shift: It’s time for more meaningful personalization in B2B ... You’ve been thinking about content the wrong way ... And training AI to sound like your brand.
Content – it’s everywhere! And, if we’re being honest, a lot of it ... isn’t all that interesting. Making B2B content experiences more relevant, impactful and connected to your brand – that’s the trifecta we all are (or ought to be) aiming for. Here’s some VShift reading to pack for your own content journey.
Beyond “Hi, [Name]”: It’s Time for Meaningful Personalization in B2B
B2B customers say they need personalized recommendations to help make complex purchase decisions. And the technology exists for delivering personalized messages, content and offers all along the customer journey. So why aren’t more B2B marketers all in on personalization?
Read more about personalized recommendations
You’ve Been Thinking About Content the Wrong Way
If you’re creating content, using it once and forgetting about it, you’re missing an opportunity. Atomizing – i.e., slicing up your content to repurpose it for social media and other channels. Atomizing shouldn’t be an afterthought. Make it part of your strategic content planning.
Read more about atomized content
If AI is writing your content, who’s looking after your brand?
Generative AI does a pretty decent job writing boilerplate. But your brand voice is more nuanced – and more important. How will you train AI to sound like your brand? And whose job is it to make sure this gets done, and done right? This thought-provoking LinkedIn thread explores the implications of AI-generated content and messaging.
Read more about AI-generated content
That’s what’s on our mind – if you have a moment, tell us what’s on yours. To read more VShift articles, check out our Ideas blog.
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VShift is a digital strategy, design and technology agency for enterprise-scale brands in regulated industries.