Traditional B2B marketing content may be data-rich and insightful, but it often falls short on character. When was the last time you heard anyone call a whitepaper “exciting” or a case study “riveting?” Never? Me either. The problem is that most marketers have fallen for the myth that B2B efforts need to have a sterile, practical element. As a result, their output — while inherently valuable — falls flat in the personality department.
While “B2B” means business to business, you’re still writing for other humans at the end of the day. You’re just hoping that your content encourages them to buy your products or services on behalf of their company rather than for themselves. And your content won’t do that if it puts them to sleep.