The need for authenticity in B2B marketing content

Content marketing has a saturation problem. Social media platforms, blogs and sponsored collaborations are providing endless opportunities for B2B brands to disseminate content and promote their expertise. The latest advances in AI-based content creation are further facilitating the job, easing the way for brands that are in a rush to push out content by supporting their marketing teams to produce new assets in record times. The result is a proliferation of content - and dishearteningly disengaged readers. 

The truth is, we all need to work harder. If B2B content ever got away with  dry facts and trite statements, it will no longer be enough to stand out. B2B buyers are becoming increasingly discerning – and, frankly, tired of content that summarises the status quo without providing any fresh perspective or additional information. 

That is why, to gain their trust and move them to take action, it’s now crucial to prioritise quality over quantity, and to call on internal and external experts to provide valid, informed opinion and authentic insights. 

Why is authenticity important in B2B marketing?

It is intuitive that authentic, fresh and genuinely helpful content is better than stale and unoriginal content. But let’s take a closer look at why authenticity is becoming the cornerstone of B2B marketing.

It builds trust

There are many elements that make up an authentic messaging strategy, but the most important ones, in my opinion, are two: coherence and expertise. 

Coherence means that your marketing assets are on brand, with a consistent design and tone of voice, and most importantly, with consistent values and messages. Expertise means giving visibility to the know-how of your team, and showcasing their ability to solve customer pain points and propose innovative solutions.

Together, coherence and expertise can give credibility to your content, enhancing your audience’s trust in your brand. 

It helps your content stand out

In a world oversaturated with rushed, unoriginal content, producing content that is indisputably yours will help it stand out. But what do I mean by that? The secret is crafting a tone of voice that reflects your brand personality, and creating content that expresses your brand’s unique perspective and point of view on the topic you’re exploring.

This is important because your organisations’ tone of voice – and the expertise of its people – are inimitable: they are uniquely yours, and are what makes your content different from anyone else’s.

It’s better for SEO

Original content that truly responds to your audience’s questions can be a real boost for your SEO rankings. This is because search engines have become very sophisticated at recognising what has been purely written for ranking purposes, and penalises content that is repetitive and overstuffed with keywords. 

On the other hand, search engines’ algorithms will give visibility to content that closely matches what users are searching, offering helpful answers and solutions.

LinkedIn’s algorithm values it too

LinkedIn, arguably the most relevant platform for B2B, does value authenticity. The platform will actively penalise content that sounds “spammy”, is poorly written, or doesn’t provide relevant information to your target audience. 

On the other hand, it will maximise the visibility of content that is considered original and helpful based on its topical relevance and its probability to generate early engagement. 

How can you inject authenticity in your B2B marketing?

There’s no doubt that authenticity in B2B marketing pays off. But how can you make sure your content is authentic? Here are my three top tips:

1. Give a voice to the experts 

Using quotes and bylined content is a great way to build up your team’s public profile and showcase the width of expertise your brand can offer. 

Using their insights as the basis for technical content is always a good idea, but to take it one step further, make sure you find ways to incorporate their own words into the content. For example, add box-out with expert quotes to your infographics, or record short videos to share on social media. This will showcase the human aspect of your organisation, helping your audience feel more connected and therefore more likely to trust your brand.

2. Tell a good story

An interesting anecdote, a funny icebreaker or a topical and compelling hook are all great ways of introducing your content in a way that feels human and authentic. No AI engine will ever be able to have access to your unique memories and experiences – which is why infusing them into your content will help you create truly original assets that no one can replicate. 

Also, remember that writing in the first person can increase empathy and make your content more relatable.

3. Do your SEO research 

SEO and originality do not necessarily exclude each other – in fact, the opposite is true. By researching the most commonly asked questions on the topic you’re about to write, you can make sure to provide helpful, clearly written answers that will please both your audience and Google. 

As B2B brands deal with increased competition, cultivating authenticity will become essential to set your organisation apart and gain a competitive advantage. If you’d like to get some support from our award-winning B2B marketing team, get in touch today and let us know how we can help.