Write from the Heart for More Memorable B2B Content Marketing


Hands holding illustrations of a human brain and heart image.

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 with their kids, can finally afford to buy a starter home, and so on?

If you can show that you have true compassion for your audience, beyond the solution you’re offering, you’re far more likely to make a connection.

3. Upgrade Authenticity to Vulnerability

Here’s a hard one. Very few brands want to seem vulnerable or fallible. Even with behind-the-scenes content, they tend to present a highly sanitized version of the business. If you admit a fault, or share an obstacle you had to struggle to overcome, will you lose people’s trust and confidence in your brand?

Absolutely not. You’re writing to people who experience hardships and make mistakes. You’ll make a better connection if you show that your brand is made up of fallible human beings, too.

There’s nothing more authentic and transparent than a warts-and-all look at the problems your company faces and the ways in which you try, fail and ultimately succeed. 

4. Upgrade Thought Leadership to Humility

What’s the fastest way to make a connection with a stranger? Ask them to do you a favor. Ask for help. Most salespeople are familiar with this phenomenon, sometimes called the “Ben Franklin Effect.” The idea is that if someone does you a favor, they’re demonstrably more likely to do a second one, and to regard you more kindly than if you had done a favor for them. 

I think the same is true with content marketing. Thought leadership content tends to lack the notion of humility — it usually focuses on establishing knowledge and authority, of the author as an inerrant source of truth.

The problem is, no one really likes a know-it-all. A hefty dose of humility can make thought leadership content much more engaging, and much more likely to start a conversation. 

Imagine a blog post that goes, “I’ve seen success in my business with x, y, and z. But I’m still not sure how to best go about a, b, and c. What are your experiences? What do you do in this situation?” 

The thought leader in this case is adding value by sharing their own experience and success, but also allowing others to share their expertise as well. The result can be a conversation that benefits everyone involved – author, audience, and brand.

Your Heart Will Go On

As Maya Angelou famously said, people may forget what you say, but they will never forget the way you made them feel. And the best way to engage someone’s emotions is to share your own. We can’t settle for the shallow marketing equivalents of passion, compassion, vulnerability, and humility. 

We need to embrace the difficult but rewarding task of bringing our whole hearts to what we’re creating.

How do you create content with heart? Let me know in the comments.

And take our B2B Influencer Marketing Survey to share your opinions.





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Digital Marketing Services in the Heart of the City of Durgapur

The world as we say at current day scenario has turned into a digital cosmos. In each and every nook and corner, our universe is connected digitally and this situation has lead to the formation of what we today know as “digital drive”. Digital drive has bound the vast universe to surrender into one single platform in terms of communication and connectivity. The Global Centre for Digital Transformation says or explains that change in an organizational structure is the foundation of digital business transformation”. Digitalization is transforming every aspect of human life. We are thriving in an era where mass production has been hooked by mass customization, where human intelligence has lead to the development of a totally different world that is known to be world of digitization. The global society in current day scenario is thriving in the frontiers of digital age. The form or concept of digitization has entered in almost every field including that of marketing and advertising communication process.

While talking about digitization and digital marketing it is pertinent to know what is digital marketing? To define digital marketing it can be said that it is the use of digital technology or digital platform for communicating marketing messages to targeted customers and at the same time to allow or to accept valuable opinion and feedback of customers by using the platform of digitization and digital media. Digital media keeps a scope for or provision for audience interaction. The internet can be denoted or acts as the main medium for digital marketing. It can be said that internet is the cosmos in which information is disseminated and it is through the use of our smart phones and PC s that we can get or receive access of the information being disseminated.

The best part of about today’s digital world or global media is that a person residing in a remote corner can gain accessibility to the digital world with the help of advanced technologies and innovations can reach out to the latest information. If we talk particularly about India then many metropolitan countries, as well as Suburbs, has developed a lot in terms of Information Technology and related business.

While discussing about development of Information Technology it is quite pertinent to discuss Information Technology and digital marketing that has observed a rapid growth and drastic change in the heart of the city of Durgapur. In previous decades Durgapur was considered to be a small town that had a handful of facilities for its dwellers. And people used to depend mainly on Kolkata for any major facilities like education, medical, etc. But gradually Durgapur has observed metamorphosis and has attained the contour of a mini metropolis that has achieved the tag of “Satellite town” of Kolkata. Durgapur has now become the fastest growing industrial city in the state of West Bengal. In recent times with rapid change and developmental activities, the city of Durgapur is gradually changing its status from “small city” to “Smart city”. Durgapur being very close to the “City of Joy” Kolkata has developed itself in every possible way in terms of infrastructure, healthcare sector, entertainment and amusement and it can be said in the true sense as the satellite city of the metropolitan. The smart city Durgapur is endowed with lush greenery and plenteous of space for the people to thrive in. The city of Durgapur with steadily changing scenario has gradually along with time observed the hasty development of Information Technology which has led to the development of IT related services or IT industry including that of digital marketing. The digital marketing service providers in the region of Durgapur provides an ample of opportunities and variety of related services for their clients so that they can excel in the process of communication and to disseminate proper information to their targeted audience.

The services that consist of digital marketing and that are usually offered by the service providers can be classified and segregated into some distinct types like-

· Search Engine Optimization ( SEO ) – That generally helps in getting found on Google.

· PPC or Pay Per Click Advertising.

· Banner Advertising that helps to pay for banners to get visitors to your site.

· Blog creation.

· Social media handling

· E-mail marketing

· Generation of lead

· Managing online PR by publishing press releases.

· Handling consumer or customer reviews.

In an age where almost each and every kind of business is thriving in an era of digital drive, they need to understand how well to utilize the medium of digital marketing in order to reach target customers and to cut down the cost of promotion and to make an organization more supple.



Source by Debolina Guha