As the B2B content marketing space continues to fall in love with AI, there’s one area that the robots haven’t gotten their hands on yet: the buyers. As much as we might be focused on landing new logos, we know that companies don’t buy things. People do.
On the scale that B2B business gets done, people aren’t really buying from companies either. A semi-anonymous PayPal transaction might work great for some things, but to get an Enterprise-scale deal done, you need people on both sides of the table.
Your sales team recognizes this. Salespeople have compensation plans that reflect their importance in turning buyers into customers. Yet when it comes to marketing, the default is often to leave the convincing to your “brand voice.”
Which is, frankly, a little boring. Whether they’re in house or at an agency, if you have content creators working on your projects, you’ve got a team of people who love making stuff. Here’s why you should let them push the limits and express their authentic voices—and how doing so can benefit your business.
The corporate comfort zone: Why companies resist personal content.
Deciding to choose a corporate voice over the tone, style, and (sometimes) flair of your individual team members isn’t often a conscious choice. It’s the way that things have been done for so long that it’s become the default. But if we (see, even I did it, I’m writing this blog, and I’ll correct that moving forward) I am going to make the argument that it’s worth deviating from that, let’s address the main reasons why the norm exists.
“We must protect the brand.”
This is the big one. Is anyone ever going to say it that dramatically? Probably not. But they absolutely mean it.
Brand consistency matters deeply for your website, product messaging, and official communications. No argument there.
But your blog posts, social media updates, newsletters, and other more “ephemeral” content operate differently. When these pieces lack authentic personality—even with a byline attached—they can feel sterile. The result is that this content can easily (and accidentally) become indistinguishable from your competitors’.
When you’re trying to use that content to grab attention—whether through SEO, social, or email— the last thing you want is for that new prospect to forget your piece as soon as they click into another browser tab.
“What if The Writer leaves?”
*Tightens tie, puts on best MBA voice.* This common fear reflects a scarcity mindset rather than a growth opportunity.
Okay, but really, if your content creators build a following and eventually move on, consider it a badge of honor. Their bylined content becomes your “semi-famous content marketer rookie card.” Their growing influence elsewhere reflects positively on your brand’s talent eye—you saw them first!
And if they’re getting enough eyes on their content that they get poached… that means they got enough eyes on your content.
That’s the whole point.
“What if personal content outperforms our official voice?”
This is actually the best-case scenario.
If personality-driven content dramatically outperforms your traditional corporate messaging, you’ve learned something really important—that’s the voice your audience wants to listen to.
Many successful B2B brands are embracing more conversational, authentic approaches as markets evolve. I’m not suggesting you go full “Wendy’s Twitter Account,” but be willing to let your content team serve as scouts exploring this territory, then integrate what works into your broader strategy.
The business case for authentic content voices.
“Hey, we’re onto you, Writer. You just want to do more fun stuff at work. But this is a B2B marketing blog, I’m a successful business person, here to learn about successful business things. Business case, please.” – idk, you, probably
Don’t worry. Loosening the reins on your content team is also darn good business. Here’s why.
Better content quality.
Content creation flourishes in environments that encourage creativity and personal expression. When writers bring their whole selves to work—including the weird quirks they built on LiveJournal more than a decade ago—the resulting content gains:
- Distinctive viewpoints that stand out in crowded markets
- Genuine enthusiasm that resonates with readers
- Creative approaches to familiar topics
- An energy that makes people actually want to consume it
Substack, Patreon, and a dozen other sites have built business models around the idea that people love content that’s made by people. Not everyone will love all of it, but talented people making good stuff are always going to find an audience.
That audience can be your audience. And those talented people can build that audience for you.
Increased content volume and variety.
Every experienced content marketer hits the dreaded wall: “We’ve covered everything in our industry. What’s left to say?”
Personality breaks through this barrier. At Iron Horse, our writers are wildly different people. When Jon, Kat, Amber, or myself tackle the same topic, you’ll get four entirely different pieces—even when conveying similar information. One blog topic can turn into four very unique blogs. (It’s worth noting here that Jon and I are actually weirdly similar people with incredibly different writing styles. It’s actually a little uncanny, and creeps us both out a bit.)
This effect amplifies when you empower your team to pitch their own projects. While you’ll need editorial standards to filter ideas too far outside your strategy, this approach uncovers perspectives and topics your content calendar might never have included. (Another break to acknowledge Amber’s editing of this blog, it was way more unhinged in the first draft.)
For companies selling services, especially consulting or professional services, demonstrating your thinking process is invaluable. It’s the preview of the brilliant minds clients get when they hire you. This shouldn’t be limited to your marketing team—your execs, subject matter experts and client-facing teams all have valuable perspectives worth sharing, in their own way, and with their own voices. (One of our strategists recently shared her POV on gated content here.)
Wider audience connection.
Everyone loves The Beatles. And everyone also has a favorite Beatle.
Yes, some people’s favorite Beatle is Ringo.
When your content creators express individual personalities, you create multiple entry points for audience connection.
Some prospects will respond to analytical, data-driven voices. (If that’s you, how did you make it this far? Also, can I introduce you to Jay Famico? He might be exactly your type.) Others connect with storytellers. Some appreciate humor, while others value philosophical depth. By embracing diverse authentic voices, you’re not diluting your brand—you’re creating multiple paths leading to the same destination.
How to balance personal voice and brand standards.
Implementing a more personality-driven content approach shouldn’t mean sacrificing brand coherence. Here are five steps to expanding the type of content you publish without losing the plot.
- Create clear brand guardrails. Define core values, topics, and positions that create a through-line between all of your content, regardless of personal voice.
- Start with low-risk channels. Test personal voices in social media, blogs, or newsletters before applying to more formal assets.
- Develop writer-specific personas. Work with each content creator to define their unique voice. Find a balance that allows them to do their best, most authentic work while still complementing your brand.
- Say no, often. Someone has to be the adult in the room. And if your content team is operating at their peak, that adult should often be hearing pitches that aren’t fully baked, aren’t the right fit, or are just plain bad. Spike the ideas that don’t work as early as possible. Make way for new, dumber ideas. Grab hold of the good ones when you see them. (I asked if I could expense a suit for a theme webinar I’m hosting next month. I could not. This was the correct call, but shooters gotta shoot.)
- Measure and analyze. Track how different voices perform with various audience segments and adjust your strategy accordingly. I’m a firm believer that you should know who on your content team had the best quarter last quarter, no matter what KPI you use to judge that. If your sales team can handle a giant board where everyone’s progress is tracked, your content team can, too.
The Iron Horse insight.
My particular brand of nonsense is absolutely not for everyone. Some readers probably abandoned this article paragraphs ago, muttering about unprofessionalism or clarity.
But you didn’t. Which means on some level, this works, because it worked on you. You’re connecting with a person, and the company who cares enough about content to let me write this.
And in a world increasingly filled with nameless, faceless content, that human connection can make the difference.
