“It feels like I’m talking to a wall.”
This is the utterance you might hear from a person whose counterpart in a conversation is not particularly engaged. If you’ve been there, then you know it’s not a great feeling.
But one of the biggest issues in B2B content marketing is actually the reverse: people tend to feel like the brands marketing to them are the ones talking to walls – as in, speaking to them as if they were an intangible corporate entity rather than a human being.
For this reason, “business to business” can be a troubling misnomer. In this discipline, we’re not really marketing to businesses – buildings with walls and stairs and desks and chairs – but the people who inhabit those buildings.