Never underestimate the corporate world’s ability to take something that should be intuitive, and make it weird by overthinking it.
Case in point: We used to say, “B2B doesn’t have to be boring.” Which indicates that for a long time, folks truly believed that B2B did have to be boring — that B2B buyers were a unique species of creature that operated without emotion and wanted the driest content possible.
Now we’re talking about how we need to “humanize” B2B content. And doesn’t that sound like some kind of filter you run your content through after you make it? I picture something that looks like a fax machine, where you load the content in the top, and push a big red button marked “HUMANIZE.”
“We’re ready to ship that blog post, Johnson — wait! Don’t forget to humanize it!”
Now, I get that B2B brands are dealing with … Read more