"Good news: if you're watching this livestream—unless you are [one of] our...Skynet AI overlords—you are already a human being," jokes Liz Moorhead in the latest episode of the Marketing Smarts Live Show.
But let's face it, in the world of B2B marketing, we often forget to bring that essential human element into our content.
So, why is it crucial to remember our humanity, and how can we infuse it into our professional roles?
The Value: The Human Element in B2B Marketing
Why Being Human Matters
In a world where automation and algorithms often take center stage, the human element in B2B marketing becomes not just a nice-to-have but a must-have.
Liz Murphy passionately argues that the essence of impactful B2B content is its humanity.
But why does being human matter so much, especially in a business-to-business context? Let's unpack.
Emotional Connection: The Unseen ROI
First and foremost, being human in your content allows you to forge an emotional connection with your audience.
Though metrics such as clickthrough rates and conversion rates are essential, the emotional ROI—how your audience feels after interacting with your content—is often overlooked.
When you humanize your content, you're not just selling a product or service, you're building trust and loyalty, which are invaluable in the long run.
Authenticity: The Trust Builder
In the age of information overload, authenticity is your golden ticket to standing out. When your content resonates on a human level, it builds trust.
Trust, as we all know, is the cornerstone of any successful business relationship. Liz Murphy emphasizes that authenticity starts with language. Are you using jargon just to sound smart, or are you genuinely trying to solve a problem for your audience?
Relatability: Speak Their Language
Being human in your content also means being relatable. Cut the corporate speech and get to the point. Use your audience's language, address their pain points directly, and offer solutions that make their lives easier.
That doesn't mean dumbing down your content, Liz points out; it means making it accessible and understandable to those who need it.
Action Items From This Episode:
- Audit your content: Take a look at your existing content. Does it speak to humans or robots?
- Engage in conversations: Use social media to have real conversations with your audience.
- Be yourself: Don't be afraid to inject a bit of your personality into your content.
Watch the video for more valuable insights and action items:
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Episode Details, Guest Information, and Referenced Links
Episode No. 48
- Live date: August 28, 2023
- Episode link: youtube.com/live/1xWu5kz9cvE
- Original podcast episode: The Importance of Being Human in Your B2B Content: Liz Murphy on Marketing Smarts [Podcast]
Guest's social media profiles:
- Twitter: @lizmoorhead
- LinkedIn: Liz Murphy
MarketingProfs resources referenced in the show:
- We Are More Than Marketers: Integrating a Human-Centric Approach
- Personalization vs. Intrusion: How a Mix of Artificial and Human Intelligence Can Create Balance
"In B2B News" article referenced in the show:
"From the #mpb2b Community" links referenced in the show:
