B2B Marketers, Are Your Content Marketing Initiatives Sparking Joy for Your Audience?

3 Apr

How to Spark Audience Pleasure with Your Content

Best-selling author, tidying expert, plus star of a massively successful Netflix show, Marie Kondo , is really on to something. Her easy yet effective tidying method is outstanding, but what it stands for is what’ s truly inspiring.

All over the world, people are wondering a simple yet powerful question: Would it spark joy?


Yet be honest, B2B marketers: When’ s the last time you ceased to consider whether your marketing attempts were sparking joy for your viewers? (Was it before, during, or even after you dropped your latest white-colored paper? )

Joy is a powerful emotion— it signals happiness, triumph, plus exuberance. And in a time where delivering amazing, personalized experiences to the buyers is the new bar , we need to commit to delighting our audience throughout their trip. When we do this, we not only provide them with what they want and need, but we are able to also build a stronger connection with the brands.

So , what does it take to ignite joy? How do you delight your customers throughout their journey? Here are a few best tips and considerations.

Don’ t Get them to Wait for Joy

As much as it pains me personally to say, your audience isn’ big t hanging on your every word. Inside a study of their own content, CoSchedule found that only 10-20% of the readers made it to the bottom from the post. Many readers never managed to get past 20-30% of the way with the post.


Delight your market by getting to the point , making it easy for them to catch inspiration and insight early on. Since Bob Brogan recently stated at Social Media Marketing World 2019 :

“ The average human scans only 19 minutes a day. Which includes texts, emails, and BuzzFeed content. They’ re not going to read your own 2, 000-word missive. You can’ t write your content like it’ s a murder mystery plus reveal the butler did it around the last page. Get the story in to the first paragraph. ”

Look to your own online-reading experiences to give you some perspective right here. Odds are, you often skim posts and blogs for the nuggets info you’ re looking for. So , don’ t let your content hide individuals nuggets away.

And that’ s not saying that you can’ t provide a small mystery or intrigue. Your objective should always be to pull your reader to the end. The real point here is to provide them a reason to keep reading.

Empathize Simply by Humanizing Your Brand

Your customers, prospects, plus target buyers are real individuals. They want transparency and genuineness from the brands they do business with professionally and personally. They want to use brands they feel like they understand and trust. For marketers, which means connecting on a human level.

One way? Create your audience laugh.

Laughter reportedly increases the immune system , relaxes the body, protects the heart, and sets off the release of endorphins. And as in long run marketer and comedian Tim Washer offers pointed out: When we can make someone have a good laugh, we make an intimate connection; all of us show them that we understand their viewpoint.

“ Comedy is the most powerful way to humanize a brand because it demonstrates empathy, ” Tim told us within an interview . “ Let’ s face it, lots of true comedy comes from pain. Therefore , when we can come out and contact on a customer pain point, we all show them that we understand their viewpoint. When we do something that is self-deprecating, whenever we look vulnerable, and when we allow our guard down a little bit that’ s when we make a connection. ”

Comedy is the most powerful method to humanize a brand because it demonstrates sympathy. @timwasher #B2BContentMarketing Click To Twitter update

Therefore , tell a joke, share a personal tale, make a pun, share a meme that has relevance and resonance for the audience. It will delight them to understand they’ re understood.

Another way? Connect these the insights of the people they will know, think they know, plus trust.

Couple general distrust with historic skepticism of marketing and advertising messages, plus it’ s more imperative than ever before for B2B marketers to focus on creating trust and credibility with customers and prospects. Partnering with important voices and industry thought commanders can help you do just that.

As Rani Mani , Head of Interpersonal Influencer Enablement at Adobe, recently shared with us :

“ The main benefit is that influencers humanize a brand and capture the particular personality behind the logo. In addition , influencers raise brand awareness plus engagement by giving companies access to a good audience they may not otherwise have got through a trusted and credible supply. ”

Influencers humanize a brandname and capture the personality at the rear of the logo. @ranimani0707 #B2BInfluencerMarketing Click on To Tweet

Give Them Something to Pleasure Their Senses

They say a picture is worth one thousand words. But so much B2B articles is still text-based today. Pictures, gifs, videos, charts, and other visual helps can not only grab attention, however they can also help you communicate ideas. Actually visuals communicate those ideas better than text-only content, according to eLearning Sector :

  • Visuals are usually processed 60, 000 times quicker than text
  • 90% of information transmitted towards the brain is visual
  • The human eye can sign-up 36, 000 visual messages every single hour

All that said, we’ m suggest kicking it up another level to provide joy-worthy experiences . How? With interactive and mixed media content. Why? Interactive content is more engaging that will static content for the long-term, providing potential drive results at every phase of the funnel. Need an example? Seek out a “ Get away from Boring B2B ” jewel that’ s affectionately being known as “ Laser Bear” around these types of parts.

It’ s fun. It’ h bold. It’ s insightful due to several industry thought leaders who also contributed. And it allows the reader to select their own content consumption adventure.

Click Here to see the Escape from Boring B2B Guide in Full Screen Mode

Plus, it had been paired with a fun teaser truck to bring the fun to other systems.

Become an Advocate Along with Best Answer Content

Your audience has queries. And you have the opportunity to provide answers— the particular best answers.

“ Great content solutions questions and solves problems for the customers, ” Amanda Todorovich , Senior Director of Content material & Creative Services, Cleveland Center, has said. “ When you do that— regardless of what platform or format— it works plus generates engagement every time. ”

Great content answers questions plus solves problems for your customers. @amandatodo #ContentMarketing Click To Tweet

Use key word research, CRM data, web analytics, crowd-sourcing, and other sources of customer understanding to guide your content strategy. This guarantees the topics you cover plus questions you choose to answer are types that your customers are actually seeking.

What does best-answer content look like? Our own CEO, Lee Odden , says best-answer content encompasses the following:

  • Specific, in-demand topic
  • More valuable and helpful than other sites
  • Credible
  • High quality
  • Engaging
  • Device friendly, obtainable
  • Quick

Spark Joy. Spark Audience Contacts.

Your own audience is hungry for details and connection that informs, activates, and inspires. They want to satisfy their particular queries, needs, and wants— they desire joy. So give them something to become joyful about.


Exactly what else does it take to be the best solution? Read our guide to creating a Best-Answer Content Technique .

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