In the world of marketing, we’re constantly bombarded with messages about B2B versus B2C content. Often, these messages imply that the two require entirely different approaches. But here’s the secret: they don’t. At the end of the day, you’re still marketing to humans, regardless of whether they’re representing a company or themselves.
One of the biggest mistakes I see with B2B content is that it forgets this fundamental truth. It gets bogged down in jargon, features, and benefits, failing to connect with the person on the other side of the screen.
The good news is, there’s a better way. By humanizing your B2B content, you can create messages that resonate, inspire action, and ultimately drive sales. Here are five key tips to get you started:
1. Know Your Audience (Better Than They Know Themselves)
This might sound like Marketing 101, but you’d be surprised how often it gets overlooked. Buyer personas are a great starting point, but don’t stop there. Dig deeper to understand your audience’s motivations. What are their hopes, dreams, and frustrations? What keeps them up at night?
Here’s a secret: people aren’t entirely rational decision-makers. We often make choices based on emotions and a desire to belong. Think about it: how many times have you bought something because it made you feel good, or because you saw someone you admire using it?
Uncover these deeper motivations and use them to craft content that speaks directly to your audience’s “why.” For example, let’s say you’re selling accounting software. Instead of focusing solely on features, talk about how your software can help them free up time to focus on strategic initiatives, or how it can help them impress their boss with streamlined reporting.
2. Craft Content with a Purpose
In today’s content-saturated world, simply churning out content for the sake of SEO isn’t enough. Every piece you create needs to have a clear objective. What do you want your audience to think, feel, and do after consuming your content?
A great framework for this is the “think, feel, do” model. Before you start writing, take some time to define what you want your audience to think after reading your piece. How should it make them feel? Ultimately, what action do you want them to take?
Keeping these questions at the forefront of your mind will ensure your content is laser-focused and impactful.
3. Consider Format and Placement
Gone are the days when B2B content meant dry, text-heavy white papers. Today’s audience craves variety. Think about the best way to deliver your message based on your audience and their content consumption habits.
For example, if your target audience is busy executives who are always on the go, consider creating concise video explainers or infographics. Social media is another powerful tool that can be used to share bite-sized pieces of valuable content and engage with your audience in a more conversational way.
The key is to be strategic about where you place your content and ensure it’s in a format that your audience will find engaging.
4. Weave Emotion and Motivation into Your Storytelling
Human beings are emotional creatures. We connect with stories, not dry facts and figures. This is where the power of storytelling comes in.
Instead of simply listing the features of your product or service, use storytelling to showcase how it can help people achieve their goals and overcome their challenges. Think about customer success stories, case studies, or even inspirational quotes from industry leaders.
By weaving emotion and motivation into your content, you’ll create a more relatable and memorable experience for your audience.
5. Measure What Matters
Too often, businesses get caught up in vanity metrics like website traffic or ranking positions. While these numbers can be interesting, they don’t tell the whole story.
Focus on measuring the actions your audience takes after consuming your content. Are they signing up for your email list? Downloading your white papers? Reaching out for a demo? These are the metrics that truly matter.
By tracking the right KPIs, you can gain valuable insights into how your content is performing and make adjustments as needed.
The Human Touch: The Key to B2B Content Success
By following these five tips, you can create B2B content that resonates with your audience on a deeper level. Remember, your customers are people, and they deserve content that is informative, engaging, and speaks to their humanity.
Embrace the Power of Vulnerability
People connect with vulnerability. Sharing your company’s story, struggles, and even failures can be a powerful way to build rapport with your audience. It shows that you’re real, relatable, and not afraid to be human.
Of course, you don’t want to dwell on negativity. But by acknowledging challenges and showcasing how you’ve overcome them, you can inspire your audience and demonstrate the value of your product or service.
Let Your People Shine
Your company is made up of talented individuals with unique stories and perspectives. Don’t be afraid to showcase them! Feature employee profiles on your blog or social media. Conduct interviews with industry experts within your organization.
By putting a human face on your brand, you’ll help your audience connect with you on a deeper level. People do business with people, and showcasing the talented individuals behind your company can build trust and credibility.
Humor: A Powerful Tool (When Used Wisely)
Let’s face it, a little humor can go a long way. A well-placed joke or funny anecdote can lighten the mood, make your content more memorable, and help you connect with your audience on a personal level.
However, it’s important to tread carefully here. Humor is subjective, and what one person finds funny another might find offensive. Stick to humor that is relevant to your industry and target audience, and avoid anything that could be construed as insensitive.
The Takeaway: It’s All About Connection
At the end of the day, humanizing your B2B content is about creating a connection with your audience. It’s about moving beyond dry facts and figures and reaching people on a human level.
By following the tips above, you can create content that is informative, engaging, and resonates with the people behind the businesses you’re trying to reach.
Remember, people buy from people they trust and like. By humanizing your B2B content, you can build trust, establish thought leadership, and ultimately drive sales success.
Ready to Get Started?
Here are a few additional tips to help you put humanization into practice:
- Use a conversational tone. Write the way you talk. Avoid jargon and technical speak that your audience might not understand.
- Ask questions. Get your audience involved in the conversation. Ask questions that encourage them to think about their challenges and how your solutions can help.
- Share your company culture. Let your audience see what it’s like to work at your company. Share photos, videos, and stories that showcase your team’s personality and values.
- Be authentic. Don’t try to be someone you’re not. Your audience will appreciate your genuineness.
By following these tips, you can create B2B content that is both effective and human-centered. In today’s competitive marketplace, that’s a recipe for success.
