| Feature Article|
Keeping B2B Marketing Content Human
by Kathy Klotz-Guest
There would be a lot less bad marketing in the world if executives were forced to read all the ineffective, sometimes downright awful, content their organizations produce.
Marketing is supposed to put human needs first by sounding like it was created for humans by humans. Marketers know this.
So why is there so much bad B2B marketing content out there? It’s not a lack of creative storytelling talent. B2B companies are just as able to develop creative, fun, people-focused content as their consumer-oriented counterparts. Consider Cisco, IBM (yes, that IBM – once known as stiff and stodgy), NetApp, and Hub Spot to name a few examples.
With a little effort and strategy, you can breathe some life into your marketing. Below are five doable ways to humanize content and connect with your audience.
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