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The Importance of Being Human in Your B2B Content: Liz Moorehead on Marketing Smarts

The Importance of Being Human in Your B2B Content: Liz Moorehead on Marketing Smarts


Attention B2B marketers! Are you ready to break free from the chains of stiffness and conformity? It's time to unleash the power of your authenticity and embrace what makes you truly human.

In this episode of the Marketing Smarts Podcast by MarketingProfs, featuring Liz Moorehead, we delve into the importance of infusing humanity into your B2B content and its positive impact on your marketing efforts.

Forget about the jargon and tired acronyms that plague the B2B world. It's time to reconnect with your natural self and communicate in a genuine, relatable manner. 

So, are you ready to embark on a journey of authenticity? 13-0cb93f96cbf54b17bffe274812171d6aEmbracing your humanity is not just a buzzword—it's a transformative shift that builds trust, forges meaningful relationships, and drives impactful business results.

Well then… 

"Good news, if you're listening to this podcast unless you are our prevalhumanent Skynet AI overlord, you are already a human being. Congratulations, you did it you have your human card you're already there!" Jokes Liz in Episode 544 of Marketing Smarts.

In B2B content, many of us overcorrect, suppressing our authentic selves and resorting to stiff formality and tired catchphrases. We often shift away from our natural defaults and override our innate human nature.

But what if we embraced our humanity and injected it into our B2B marketing content? 

Embrace Your Authenticity

When we step into our professional roles, we hang up our human hats and become marketers who talk about marketing, relying on generic phrases, jargon, and acronyms. 

Liz encourages us to break free from this pattern and rediscover our authentic voices. To truly connect with our audience, we must tap into our natural selves and communicate in a genuine and relatable manner. 

Being human means being true to ourselves and expressing our thoughts, opinions, and unique perspectives.

Language Matters

One crucial aspect of infusing humanity into B2B content is paying attention to our language. Are we writing for the sake of being a helpful human or solely to please? 

Liz advises us to examine how we say things and to ensure that our language reflects our authentic selves. By using conversational language, relatable anecdotes, and relaying information in a way that resonates with our audience, we create a more human connection.

The Quest for Authenticity:

Now, could you take a moment for self-reflection?


Ask yourself:

  • Am I afraid to reveal my authentic self in B2B marketing content? If so, what am I afraid of?
  • How can I strike a balance between authenticity and professionalism in my content?
  • How can I break free from traditional B2B content molds and experiment with new ideas?
  • Is my language reflecting my authentic voice and resonating with my audience? How can I make it more relatable and conversational?

So Are You Ready to Embrace Your Humanity 

Embracing our authenticity is not just a “trend”. It’s a fundamental shift in how we approach B2B content creation. By connecting with our audience on a human level, we build trust, foster meaningful relationships, and drive impactful business results.

Now is the time to reflect on your journey and take action. How will you infuse authenticity into your B2B content?

The world needs your voice, your perspective, and your unwavering authenticity—let's make a lasting impact together.

So do you want to learn more? Well, good thing there's a whole podcast packed with all the information you need to learn the importance of being human in your content!

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