I ran across a clever article from online publication emedia.
Perhaps you have heard the term human-to-human (H2H) marketing thrown around recently. We have too. H2H is a shift in tone and strategy aiming to be more personable, helpful, engaging and authentic. H2H does not focus on the division between B2C and B2B, it elevates the reader to a human level. While the common B2B resources, such as data sheets and product-focused white papers, still have value, engaging and thoughtful educational pieces actually drive demand.
For agile marketers, this industry shift is welcomed. However, for those who are stuck in the formalized and hushed corporate tones of the 90’s, it is a learning curve.
I wouldn’t go so far as to call their suggestion H2H, since the best of technology communications have had a personal touch since the early 2000s. Touches can be stories and anecdotes even in white papers, calculators to make their job easier, interactive media that’s worth their time, infographics, video: a score of marketing content types. The best content marketers already do this by combining accurate technical content with a human factor. In other words, they keep their facts straight and their delivery dynamic.