Think outside the box when you create content for marketing. B2B content writers would do well to consider going beyond the corporate template more often, and simply add a human touch. John Hall, CEO of Influence & Co., offers important advice. “Creating content isn’t just about marketing, says Hall. “It’s about affecting behavior.”
Key Takeaways:
- Telling you my twin story doesn’t distinguish me as a subject-matter expert, but it does make me human. And relating to an audience on a more personal level often leads to greater trust (even if I like to trick people)Creating content isn’t just about marketing, notes John Hall, CEO of Influence & Co. It’s about affecting behavior.
- Now, adapt that perspective for your content marketing program. How does your company use content to gain that trust? Do you share how your interests align with your audience? Do you share what you value? Do you share consistently? Do you share openly?
- There was no official Oracle messaging in the piece. No mention of Oracle technology. Oracle’s only identification is next to Bob’s name in his byline. But Bob told me that he received an outpouring of thoughtful responses. That’s a great sign of building a loyal audience.
“That’s the key. Your audience needs to know you’re a person too — not a corporate bot only programmed to write from the perspective of a monolith organization. They are far more likely to trust you if they know you’re part of the real world — of their world, too.”
http://contentmarketinginstitute.com/2016/11/content-magnetic-memorable/
