‘FEED THE MIND AND TOUCH THE HEART’
Rupert Murdoch’s dictum about journalism applies to corporate and B2B content just as much as it does to the world of B2C and brands.
He means we won’t succeed in conveying information unless we also arouse some kind of emotional response in our audiences.
This is obvious when we are trying to engage with consumers, but B2B clients often believe their media content should be dry, factual, sterile, arid… in other words, boring.
This is wrong. B2B audiences are human beings. They don’t turn into a different species when they are reading about valve actuators, logistics or derivatives. They need to be attracted and intrigued or they will click away. They want colour, drama, excitement, heroes and villains. We all do.
Young reporters are taught that all stories are people's stories. Who did it? Who’s affected? Whose brilliant idea was it? What did she say? We are much more interested in people than anything else.
If our B2B content resembles B2C content, editors will be more likely to publish it and our audiences will be more likely to consume it.
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