How to Humanize Your B2B Content Marketing and Why It Matters

In today’s digital age, it can be easy to forget the human side of business. However, by humanizing your B2B marketing and advertising efforts, you can build stronger relationships with your target audience, increase engagement, and ultimately drive more business.

“B2B buyers are people, too,” said Paul Dughi, CEO at StrongerContent. “The best marketing talks directly to them by addressing their goals, addressing their pain points, and providing solutions that align with what’s important to them.”

Here are a few effective strategies to humanize your B2B content marketing and why it matters.

Tell Stories

One of the most effective ways to humanize your B2B content marketing is to tell stories. Rather than simply presenting your products or services, tell stories about how they have impacted your customers. Share case studies, testimonials, and success stories that showcase how your business has made a difference in the lives of others.

“It’s the old saying — Facts tell. Stories Sell,” said Dughi “Stories are simply more memorable.”

Use Emotion

Emotion is a powerful tool in B2B content marketing. By tapping into the emotions of your target audience, you can create a more compelling and engaging message. Use language that speaks to your audience on a personal level and shows that you understand their needs and concerns.

Be Authentic

Authenticity is key when it comes to humanizing your B2B content marketing. People want to do business with brands that are genuine and transparent. Avoid using corporate jargon or buzzwords and instead focus on communicating in a way that is clear and relatable.

“When you lose the jargon and corporate speak — and talk to me like a person — you can connect with people even in a B2B environment,” said Dughi. “It has more impact.”

Prioritize Customer Experience

Putting your customers at the center of your B2B content marketing is a powerful way to humanize your efforts. Prioritize customer experience by creating content that addresses their pain points and provides solutions to their challenges. Ask for feedback and use it to improve your content over time.

Use Visuals

Visual content is a great way to humanize your B2B content marketing. Use images and videos to bring your brand to life and show the human side of your business. Share behind-the-scenes glimpses of your team at work or create videos that showcase the personality and culture of your company.

Why Humanizing Your B2B Content Marketing Matters

So, why is it important to humanize your B2B content marketing? Here are a few reasons:

• It builds trust: By humanizing your brand, you can build trust with your target audience. People want to do business with brands that they know, like, and trust.
• It increases engagement: When your content is relatable and emotionally resonant, people are more likely to engage with it. This can lead to increased traffic, leads, and conversions.
• It differentiates your brand: Humanizing your B2B content marketing can help your brand stand out in a crowded marketplace. By showing the human side of your business, you can differentiate yourself from the competition and make a lasting impression on your target audience.

Examples of Companies that Humanize Their Brand

there are many brands that have successfully humanized themselves through their content marketing efforts. Here are a few examples:

• Mailchimp – The email marketing company is known for its playful and whimsical branding that humanizes its service. Its website features a hand-drawn mascot named Freddie, who appears in various poses and scenarios, adding a fun and approachable element to the brand.
• Airbnb – The online marketplace for vacation rentals has humanized itself by telling the stories of its hosts and guests through its “Stories from the Airbnb Community” content series. By highlighting the unique and personal experiences that people have had through its platform, Airbnb has built a brand that feels authentic and relatable.
• Slack – The workplace communication platform has created a humanized brand by using humor and relatable scenarios in its marketing campaigns. Its “Make Work Better” campaign features humorous videos that highlight the pain points of working in an office, and how Slack can help make things better.
• Patagonia – The outdoor apparel brand has humanized itself through its commitment to sustainability and social responsibility. Its content marketing efforts focus on telling the stories of the people and places that make up the Patagonia community, and the brand has become synonymous with environmental activism and ethical business practices.

These are just a few examples of brands that have successfully humanized themselves through their content marketing efforts. By putting a human face on their businesses and telling authentic stories, these brands have built strong relationships with their audiences and created a lasting impression.