Write from the Heart for More Memorable B2B Content Marketing
By Joshua Nite
B2B marketers have been pushing for personalized content for a good long while. Now we’re also trying to humanize content — to make the case that B2B buyers are human beings who want to connect with other humans on an emotional level.
Isn’t it remarkable that we still have to make that argument?
But I’m not here to write another 1000 words about humanizing content. I want us to take it a step further, beyond personalization, humanization, personality and empathy.
B2B content marketing needs to come from the heart.
True, genuine heart is the last frontier in content. Every brand has an Instagram with behind-the-scenes content to boost authenticity. Every brand is striving to give at least the appearance of sincerity, personality and transparency.
A lot of it is about as deep as the checkout clerk telling you to “have a nice day.” To stand out now, B2B content needs to hit on a more fundamental level.
Why Write from the Heart?
Even as we talk about “human to human” or “B2Me” marketing, we still tend to think that B2B content needs to be head-driven, mostly logic and reasoning, with a thin gloss of personality and emotion on top to “humanize.”
The truth is, of course, that humans are inherently emotional creatures who seek connection with each other. We most often decide with our hearts first, then apply logic in retrospect.
B2B content with heart seeks to make a connection first, then supply value, then finally ask for a next step. It has to be in that order.
So, what does it mean to write from the heart?
1. Upgrade Personality to Passion
I am not passionate about, say, a software-as-a-service platform that collects customer data for marketers. And I’m not sure I want to meet the person who is.
But I am passionate about less intrusive marketing, about people getting connected with solutions that meet their needs, and about a future where marketing is helpful and productive, not annoying. So I can lead with the passion, the why that drove us to create this solution, and then I can talk about the product’s capabilities.
2. Upgrade Empathy to Compassion
Let’s face it: The marketing term ‘empathy’ sometimes has little to do with what the word actually means. While we may strive for truly feeling someone else’s hopes and fears, it tends to be in the service of persuasion, rather than connection.
Compassion is more than just walking a mile in someone’s shoes. It’s sincerely desiring to help them — to ease suffering, bring joy, and help them be successful. Do you care if the people you’re marketing to get promoted, get to spend more time …read more
Source:: Top Rank Blog
