In today’s digital age, it’s easy to forget that B2B marketing is ultimately about selling to humans. The distinction between B2B and B2C has led us to believe that they require completely different approaches, but that’s not always the case. In this article, we will explore five useful tips to add a human touch to your B2B content, ensuring that it resonates with your target audience and drives action.
1. Know Your Audience’s Motivations:
When creating content, it’s essential to be clear about who it is for and what motivates them. Instead of relying solely on demographics, consider the different ways humans view the world – rationally, contextually, and emotionally. Understand that humans are not always rational, and their decisions are often driven by emotions and the desire to be part of a community. By understanding your audience’s motivations, you can create content that speaks directly to them, addressing their deeper reasons for buying or not buying your product.
2. Set Clear Goals for Your Content:
Don’t create content just for the sake of it. Have a clear understanding of what you want your audience to think, feel, and do after consuming your content. Align your goals with what your customers want, and ensure that your content serves a purpose along their customer journey. By setting clear goals, you increase the chances of creating impactful content that drives action.
3. Consider Format and Placement:
Don’t limit yourself to written content when thinking about how to reach your audience. Consider different formats such as social media posts or videos that may resonate better with your target audience. Think about where your audience is looking for information and ensure that your content is in the right place, with the right message and format. Broaden your view beyond traditional search engines and consider other channels where your audience may be searching.
4. Weave Emotion into Your Content:
While it’s important to provide rational information about your product or service, don’t forget to tap into your audience’s emotions. Weave their motivations into the storytelling of your content and make it more relatable. By appealing to both the rational and emotional aspects, you can hold your audience’s attention and increase the likelihood of them taking action. Consider using testimonials or case studies that reinforce the motivational messages you want to convey.
5. Measure Content Success:
Instead of solely focusing on rankings or traffic, measure the effectiveness of your content by aligning it with your desired user actions. Set clear metrics and track whether your content is helping users achieve their goals. Measure engagement conversions such as scroll depth or percentage watch of a video to gain insights into your content’s performance. For upper funnel content, consider driving users to sign up for a newsletter or follow you on social media to continue building the relationship.
In conclusion, humanizing your B2B content is crucial for driving actions and achieving success. Remember that B2B customers are humans too, and understanding their motivations can help you create more impactful content. By knowing your audience, setting clear goals, considering format and placement, weaving emotion into your content, and measuring success, you can create content that resonates with your target audience and drives them to take action.
