How to make your B2B content more 'human'

Here's something that keeps coming up recently in workshops with my B2B clients:

"How do I make my content more human?"

I LOVE this question - for two reasons:

1. There is no one-size-fits-all answer, but there are frameworks and key steps that can help you get closer to humanising your content to build stronger relationships and trust with your clients.

2. This shows that B2B is evolving, moving away from being stiff and technical. Professional audiences are consuming professional content within social media contexts (ie. LinkedIn) which means that brands need to tweak their messaging and how they communicate to their customers.

First of all, what does it mean to ‘humanise content’? It's when a brand communicates in a natural way, as if you are having a real world conversation which showcases that you (the brand) understands your audiences' needs, pain and passion points. What matters most to your audience is that your brand is responsive, friendly and thoughtful (image below). Thoughtfulness indicates a deeper level of understanding, and pre-empting the needs of your audience. One factor I'd like to add to the mix is relevancy. Making sure your content is relevant to your audience, at each stage of their path to purchase.

Here are 5 great examples of content I have found across B2C and B2B that tap into emotions and feel human.

Caveat - you don't need to have fancy video production studios and million dollar budgets to create humanising content. It's great if you do, but look closely at these examples through the lens of what your messaging could look like, and how it should look like moving forwards:

• What's the tone?
• What is the pain-point they are tackling that is familiar?
• How can you create a sense of relatability in your next sponsored update, video, carousel or inmail?

1. Nike - Dream Crazy : Turning inspiration into aspiration

Are the hairs on your arms standing up yet? Does this make you want to wholeheartedly take on your next challenge? This video undoubtedly makes you want to do better and becomes a vehicle of making their audiences' dreams soar.

Inspiration is often left behind in B2B marketing, and it can be an element to keep your customers engaged not only in the awareness phase, but throughout the funnel. Be the motivational push for your audience.

2. HP The Wolf : Setting the tone on how demand gen is done

HP is taking a page from Netflix's book by creating a video content series that's thrilling and addictive. This is not a one-off video as they are consistently building on this conversation adding nuances that tackle the complex pain points of every CIO.

The actual content is an excellent example of how demand gen should be done. HP is raising awareness around printer security, which may not have been on the top of every CIO's priority list. But they've managed to showcase how dangerous this realm can be if there was a wolf on the loose. They tap into thrill, danger and fear in this volatile and complex world we live in - highlighting the cause and effect of what would be a C-suite's worst nightmare. That's enough to pique anyone's interest!

Grab a cup of coffee, and watch the entire series here.

3. GE - What Matters : Putting product into perspective, and simplifying the message.

GE is a complex company that seems to innovate everywhere. One would think that only engineers would understand what they actually do. However they have removed the industry jargon, and simplified what they do so anyone can understand not only what GE stands for, but how their products are being used every day.

They have also gone straight to their potential customers' audience, tapping into the needs of the end consumer. A great strategy and clever way of building their own demand gen.

Simplify your message so you content doesn't read like a textbook or product brochure.

4. GoToMeeting - #Because ZOMBIES : Tapping into a universal truth

GoToMeeting tackles a pain-point we all have when it comes to video conferencing, and they make it entertaining! They also tapped into the The Walking Dead and zombie craze to seamlessly enter more light hearted conversations their audiences are having. This is a great example of a brand not talking at you, but with you.

Through a 15 second clip, the audience immediately understands what GoToMeeting wants to achieve - That not even the zombie apocalypse can stop you from being productive. Whatever the reason you're OOO, GoToMeeting will keep you connected from anywhere.

Put your audience's pain point front and centre, and tackle it in a unique way.

5. ZenDesk - "I like it when he gives me the business" : Use humor to stand out and be memorable.

When you watch the first 7 seconds, you're not really sure where this is clip going to go. I love this example because you're being taken on a journey, just how a story should. ZenDesk brought their product and services on a human level because customer service at its core, is all about relationships.

They brought their hi-tech product in to our human world, in a brilliant and relatable way. This clip did not come across like a B2B ad at all.

For your next piece of content - be sure to include these core elements of brand humanity

Natural communication – speak like a normal person would, in clearly and easily understood messages. Test this with a colleague from another team, and if they don't understand or don't feel compelled to engage/click through then the messaging needs to be revisited.

Considerate communication - These brands understand how their customers want to be reached, and their preferred channel. Thinking beyond what's convenient for the business.

Personal communication - Use insights to move from being reactive of your audience's intent, but predictive. Leverage these predictions to inform content creation and put customer empathy front and center of your messaging strategies.

Who else does B2B content in a relatable way?

What changes are you going to make with your next piece of content?