During my recent visit phone number list to my twin sister's office, I pretended to be her and chatted for about five minutes with her assistant. It was hard to keep a straight face, but until my sister walked in, he had no idea I was Stephanie and not Melanie. Yes, we've pulled off this trick many times over our many decades phone number list of living as twins. Most of our close friends can easily tell us apart, but phone number list for others it can be disarming. But everything is great fun!
There, I told you something personal about myself. There's a lot I could tell you about myself that goes beyond my standard company bio, and I think B2B content writers need to consider going beyond the phone number list business model more often.
Telling you my twin story doesn't set me apart as an expert on the phone number list subject, but it does make me human. And connecting with an audience phone number list on a more personal level often leads to greater trust (although I like to fool people). Creating content isn't just about marketing, notes John Hall, CEO of Influence & Co. "It's about affecting behavior." My sister, who also happens to be a professor phone number list of psychology and neuroscience, shared with me some studies phone number list on communication and trust that reinforce this point. Consider this perspective from Robert Hurley.
This can be a challenge, especially if you're writing strictly from an organizational perspective and not reflecting the phone number list authenticity of your content creators (or their topics) as humans. In my previous role at UBM, I saw many well-written executive Q&A drafts that provided thought leadership phone number list on technology topics, but also a strong human element - the software manager who leads the marathons, the SME networking guy who was once a pastry chef. But in many cases, that information was removed once the content went through the various review cycles because it was “not in the post” or “not relevant to the discussion.”