I was reading a recent report from HubSpot and Buzzsumo that breaks down what types of content perform well for B2B and B2C marketing and one line in particular caught my eye:
“The aim of a B2B company in many ways is to make their buyer look like a hero inside their organization.”
In other words, maybe more so than B2C content (which tends to be more focused on entertainment), B2B content is often directed towards the ego. I don’t mean that in the sense that you’re trying to flatter your prospect. Rather, your prospect will assess the value of your content based on the kind of person that content might enable them to be.
“Nobody wants to be a shill for your brand… but they are happy to share information and content that helps them promote their own identity.”
Concerns like “is it true? Is it interesting? Is it relevant?” are still important, but in terms of value assessment, they’re sublimated to “how smart will I look quoting this in front of my boss?”
Content marketing with these kinds of concerns in mind is what I call “identity marketing.” It’s not a step-by-step process so much as a guiding question. With this content, what identity am I enabling my reader to adopt?