"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:

Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

Episode Details, Guest Information, and Referenced Links

Episode No. 48

Guest's social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

"From the #mpb2b Community" links referenced in the show:

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The Importance of Being Human in Your B2B Content | Marketing Smarts Live Show

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image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at georgebthomas.com. He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

Twitter: @GeorgeBThomas