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.