Hands holding illustrations of a human brain and heart marketers have long pushed for personalized content. Now we re also trying to humanize content – to prove that B B buyers are people who want to connect with other people on an emotional level. Isn t it remarkable that we have yet to make that argument ? But I m not here to write another words about humanizing content. I want us to go a step further beyond personalization humanization personality and empathy. B B content marketing should come from the heart. Every brand has an Instagram with behind-the-scenes content to boost authenticity.
Every brand strives for itto give at least the appearance of sincerity personality and transparency. A lot of it is about as deep as the cashier telling you to have a nice day . To mobile number list stand out now B B content needs to hit on a more fundamental level. Why write from the heart? Even when we talk about human to human or B Me marketing we still tend to think that B B content should be head-driven mostly logic and reasoning with a thin sheen of personality and emotion on top of humanizing . The truth of course is that human beings are naturally emotional creatures that seek connection with one another.
We usually decide with our hearts first and then apply logic afterwards. B B content with heart first seeks connection then delivers value and ultimately asks for the next step. It has to be in that order. Upgrade Personality to Passion I m not passionate about say a software-as-a-service platform that collects customer data for marketers. But I m passionate about less intrusive marketing about people connecting with solutions that meet their needs and about a future where marketing is useful and productive not annoying. We must embrace the difficult but rewarding task of giving our whole heart to what we create.