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5 Ways to Humanize B2B Content Marketing

February 13, 2020

By Joshua Nite

Humanizing B2B Content Father and Son Cooking Together Image

Humanizing B2B Content Father and Son Cooking Together Image

“You’ve really got to put yourself out there. Don’t be too stiff.”

“Be honest and sincere!”

“Be vulnerable and relatable… and it doesn’t hurt if you can make ‘em laugh.”

Is this advice for a middle-aged man trying online dating for the first time? Or is it advice for B2B marketers?

Given the proximity to Valentine’s Day, can’t it be both?

The point is, as good as this advice may be for marketers, it’s as vague as it is omnipresent. We talk about “person-to-person” marketing and “humanizing the brand.” But what does it really mean to humanize a brand? 

Michelin Men Original Costumes

Yes, these were the original Michelin Tire mascots.

In some cases, apparently, it means high-octane nightmare fuel. So, maybe don’t try and make an adorable mascot for your software-as-a-service solution.

Here are some better ways to “humanize” your B2B content.

5 Ways to Humanize B2B Content Marketing

It can be hard to bring out the humanity in B2B content, especially when your product is intangible. Not many folks feel a warm sense of empathy with a cloud-based data solution. You can’t take adorable Instagram photos of happy customers cuddling with your supply chain logistics platform. That just means that B2B content marketers have to be more creative than even our B2C counterparts. 

Get Real about Personalization

We all know there’s a fine line between being personal and being overly familiar. But we have to find that sweet spot between, “Hi, [firstname]” and “Hey Bob Johnson, 42, who ate a hamburger for lunch, how was your recent prostate exam?”

For B2B marketers, think more about smarter segmentation and less about personalizing on the individual level. As Ardath Albee (persona expert extraordinaire) puts it, “In B2B, we don’t need to know their shoe size and we don’t need to talk about their gender. We don’t need to know they live in the suburbs and have a wife, two kids, and a dog, and they drive a red Corvette.”

What we do need to know are the general challenges and aspirations people with a specific job title in a specific industry might have in common. Then we can customize content to suit their job-related needs — even the ones that don’t relate directly to the product. 

Find the Emotional Core

It’s hard to imagine someone getting emotional about a B2B product — jumping up and down with excitement, wiping away tears, or eagerly unboxing the latest model. For B2C, the product itself might inspire these emotions. For B2B, the emotion comes in at a different angle.

It’s not about the solution itself — the emotion comes from what the solution can do. For example, the product may be a …read more

Source:: Top Rank Blog

      

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