How to Make Your B2B Content More Human
Useful B2B content provides actionable insights, solves industry-specific challenges, and empowers decision-makers with valuable information to enhance their business strategies. It aims to educate, inspire, and establish trust, ultimately driving engagement and fostering long-term relationships with the target audience.
Search Engine Land contributor Becky Simms has published an article featuring five tips to make your B2B content more human.
She says, “I will share with you my top five tips to make your content feel more human and to ensure it speaks to the people digesting it. When you get this right, the impact can skyrocket.
1. Be clear on who the content is for and what motivates them
Knowing your customer goes back to the basics of marketing, but often when we get into a rhythm of delivering website content for SEO, it can be forgotten.
When I talk about personas, these personas are created with motivation at the heart rather than demographics. We can be demographically similar and have different reasons to buy. Therefore, if you fall into the trap of demographics leading the personas, you miss the superpower of knowing your audience.
As humans, there are three ways we view the world:
- Rationally, looking for weights and measures and wanting to be robust in our decision-making. This is the way most of us think we make decisions.
- Contextually, where we want to understand where we fit in, how others see us and what difference we are making.”
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