Humanize B2B with authenticity What good is your content marketing investment if it's not credible? If it's not reliable? Or what if it's not reaching, engaging and driving conversations? We've all heard a lot that customers don't trust companies' brands or advertising when they trust their peers and industry experts. Let's put aside for a moment Clipping Path Service the misperception that only popularity makes a person or a brand credible. Instead, we focus on bringing authenticity to the world of B2B content marketing through co-creation of branded, demand and thought leadership content and collaboration with influential subject matter experts. and thought leaders that customers follow,
64% of buyers say an organization's thought leadership content is a more reliable basis for assessing its capabilities and skills than its marketing materials and product sheets - LinkedIn & Edelman The deluge of content produced in response to digital first buyer trends has increased the need for B2B brands to optimize their content for reach, engagement and trust. Clipping Path Service Our own research found that 83% of B2B marketers consider influencer marketing because they want to be seen as thought leaders. Content collaborations between industry experts and internal subject matter experts and executives help humanize B2B brands by focusing on the real problems customers face.
Humanizing B2B in this way means authentic topics and voices that represent both strategic-level thought leadership as well as thoughtful treatment of the topics, challenges, and issues buyers face versus what marketing and sales just want to market. Clipping Path Service Give voice to talent Undoubtedly, the status quo of the B2B marketing industry sticks to comfortable and familiar ways of doing things for as long as possible. But doing the same things with the same people isn't going to elevate anything in B2B, so we're committed to giving emerging and underrepresented talent a place in the spotlight.