B2B marketer are boring. Learn from content creators to stand-out.

How authenticity, storytelling, and personalization can transform your marketing strategy

I spent the last two months diving deep into the creator economy, and what I discovered is nothing short of transformative. Initially, I thought this world was merely people in front of their cameras, doing makeup tutorials and dancing on TikTok. But as a marketer, I’ve learned more from these creators than from traditional B2B marketing practices. Sorry, fellow marketers, but it’s true.

There’s a fierce battle for attention. B2B customers are also B2C customers, with limited attention spans. The recent launch of Canva made me wonder: Should B2B marketing really be boring? Perhaps the reason B2B feels dull is because B2B marketers are playing it too safe. So, how do we avoid becoming boring?

Who are the creators?

During my exploration, I spoke with a diverse group of creators:

• A chef in Argentina

• A writer in France

• An ecology creator in France

• A life coach in Bali

• A travel blogger in France

I spent countless hours understanding their mechanisms and wrote ten newsletters diving deep into how creators earn money. But that’s a story for another time.

Let’s distinguish between influencers and creators:

• Influencers follow trends and are often replaceable, partnering with brands for lower follower rates on platforms like Instagram, TikTok, Snapchat, and YouTube.

• Creators develop their unique worldview, digesting information and making it accessible. They are hard to replace and command higher partnership rates. They use platforms like YouTube, newsletters, Instagram, and Twitter.

• Entrepreneurs use content as an acquisition channel for services or SaaS, creating their offerings and leveraging LinkedIn, Instagram, and Twitter.

Brands aim to be irreplaceable, so let’s learn from creators who build on top of products and services, connecting emotionally with their audience.

What do creators have that brands don’t?

Creators capture attention because they:

• Scale attention effectively

• Have deep insights and empathy for their audience

• Craft unique, differentiated content that AI can’t replicate

• Use creative storytelling and master the art of hooking their audience

• Showcase human-to-human experiences, bringing their brand to life through community and personal touches

• Build content based on audience feedback

So how to make your brand stand out ?

Personalization and authenticity

Personal touch: Content creators excel by showcasing their personalities and making their content feel personal and relatable. B2B companies can humanize their brand by:

• Sharing behind-the-scenes content that offers a glimpse into the company’s culture and operations.

• Creating messages that resonate on a personal level especially with the new IA personalization.

• Increase personal branding.

Authentic engagement: Authenticity builds trust. B2B companies should:

• Interact with their audience by responding to comments and feedback on social media and other platforms. Build upon this by engaging in live events and finally create communities.

• Show appreciation for their customers through shoutouts, thank you notes, and special features.

• Be transparent about their processes, successes, and even failures, fostering honesty and reliability. There is a lot of place for build in public strategy.

Storytelling

Narrative techniques: Content creators are skilled storytellers who captivate their audience. B2B companies can use storytelling to make their products and services more compelling by:

• Write compelling changelog, like those ones from

• Showcasing customer success stories that highlight the impact of their products or services.

• Sharing case studies that provide detailed insights into how they solve specific problems.

• Narrating the journey behind their innovations, including the challenges faced and overcome.

Emotional connection: Good stories evoke emotions, making them more memorable. B2B companies can create an emotional connection with their audience by:

• Telling stories that highlight the human aspect of their business

• Using storytelling to convey the mission and values of the company, making the brand more relatable and inspiring.

Leveraging other creators and companies

Collaborations: Partnering with creators who align with the company’s values can introduce the brand to new audiences and add credibility. B2B companies can:

• Collaborate with industry influencers to create co-branded content.

• Invite creators to take over their social media accounts for a day, providing fresh perspectives and content.

Learning and adapting: By observing and learning from successful content creators, B2B companies can enhance their marketing strategies. They can:

• Implement creative storytelling techniques used by creators to improve their content.

• Adapt the personalized engagement tactics of creators to build stronger connections with their audience.

Conclusion

B2B marketing is often labeled as boring because it lacks the creativity and personal touch that content creators excel at. By embracing the strategies of content creators—such as personalization, authentic engagement, and compelling storytelling—B2B companies can break free from this dull stereotype. It's time for B2B marketers to revolutionize their approach and captivate their audience just like the most successful creators do.

Thank you for reading my notes. I hope you found it valuable. Forward to a friend if you did or share on social to get others thinking.

Until next week.

Be well,