The Importance of Being Human in Your B2B Content [Podcast]
MarketingProfs has published a new episode of the Marketing Smarts podcast ‘The Importance of Being Human in Your B2B Content’ featuring Liz Murphy.
George B. Thomas says, “The best thing about humanizing your content, says content strategist Liz Murphy, is that there’s no learning curve: You don’t have to learn how to be human.
“Good news, if you’re listening to this podcast, unless you are our prevalent Skynet AI overlords, you are already a human being,” jokes Liz in Episode 544 of Marketing Smarts. “Congratulations, you did it, you have your human card, you’re already there!”
However, most of us overcorrect, to the point of stiff formality and tired catchphrases.
“We go into work and we hang up our human hat and become marketers who talk about marketing and use the phrase ‘you may want to consider’ and beat it within an inch of its life,” says Liz. “Just do the thing that you naturally do. What most people do is they shift away from their defaults with content, they override the default mechanism.”
Actionably improving your humanity in B2B content involves paying attention to your language, says Liz. Are you writing for a human being or to make the stakeholders happy?
“What I would encourage you to do as a tactical first step is to take a look and see whether or not you’re even paying attention to how you’re saying something,” she advises.”
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