Personality in B2B content and why its good

Some thoughts on showing personality in B2B content and if it’s ‘professional’

There seems to be a fear about showing personality in B2B content. Either that it doesn’t sound professional or makes people feel exposed.

Showing some personality can be using a particular turn of phrase or choosing more conversational words in your writing.

Or perhaps using an anecdote or talking about a personal experience or how something made you feel, something that shows some of your personality.

What is ‘professional’?

First of all, being professional isn’t about sounding or dressing a certain way.

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Should you use LinkedIn Live as part of a comms strategy?

These days all major social media platforms give the option to do live video, and LinkedIn is no different. I’ve been co-hosting a monthly LinkedIn Live event with Ayo Abbas and Emma Drake since November, and it’s been a huge learning curve.

Screen shot from our LinkedIn Live showing Ayo Abbas and me side by side at the top of the screen and Emma Drake at the bottom in the middle of the screen. We are all wearing headphones
Screenshot from It’s A B2B Comms Thing LinkedIn live episode on…LinkedIn Live

So in the April episode of our It’s A B2B Comms Thing LinkedIn Live, we decided to talk about what we’ve learned from using the platform and whether it was good for business.

Here are some key points. Scroll down to watch the full episode, which includes audience questions.

What do you need to know about LinkedIn Live?

Me: At the moment, you need to use an external provider to do the broadcast. We use StreamYard, but LinkedIn is developing its own in-house platform to do live events, which is being beta-tested.

When using an external platform, you can customise it, add a banner, put questions on screen, add your branding and make it look quite slick.

We didn’t do everything to start with; we kept it quite simple and added new features as we’ve gone along. It’s a bit of a learning process.

We didn’t know what to expect for our first broadcast, and people started submitting questions, so we adapted the next one by adding a Q&A. We were surprised by the engagement with the actual event.

A LinkedIn Live is not just a live event, the recording stays on your LinkedIn event page, and people can go back and rewatch it. You do create something that has longevity.

Emma: The platform is glitchy, and we’ve had a few problems that we’ve had to work through. So things like you can’t go in and change certain details once you’ve set up an event. I set up one for midnight instead of midday, but we got around it.

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B2B comms: How to get value out of trade shows

Trade shows are on the agenda again after the lockdown hiatus. Attending can be hugely beneficial for businesses but also a drain on time and marketing resources, so how do you maximise the value?

In March’s It’s A B2B Comms Thing LinkedIn Live, I chatted with comms pros Ayo Abbas and Emma Drake about how to make sure you get the most out of these big trade events.

Here are some key points; scroll to the bottom for the full video recording.

Screenshot from the It’s A B2B Comms Thing LinkedIn Live on trade shows (March 4, 2022)

What actions should you take before your trade show?

Ayo: The key thing for me is building some energy and excitement that you’re going to be somewhere. Before a show, start talking about it and sharing what you’re going to be doing.

Social media plays a huge part in that, and you can start connecting with potential visitors and delegates. And use it as a way to build your relationship with the organisers – find out what hashtags they’re using.

If there are press interviews and previews, make sure that you’ve got your press releases out there and all your details and ready to go.

Me: If you’re launching something at the show, think about getting the press release to journalists under embargo because once the show’s on, they’re going to be extremely busy. They’re probably not going to have time to turn around press release stories.

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Marketing on a budget: ways to be more visible

How do you increase your visibility and (personal) brand awareness outside of social media without spending a lot of money?

Screen shot of me mid flow, talking to Trisha Lewis via Zoom for her Make It Real podcast. The Make it Real logo and episode title: Visibility on a budget appears in the centre of the screen between the two of us.
Me in full flow during my chat with the brilliant Trisha Lewis

Trisha Lewis is a communications and presentation coach I’ve got to know on LinkedIn. We’ve chatted in the comments on each others content and DM’s.

She asked if I would be a guest on her Make It Real podcast and talk about using different channels to build visibility.

So, things like guest blog posts and comment pieces on targeted websites and publications, being on panels at events, as well as posting on social media platforms like LinkedIn.

How I came to be a guest on her podcast reflects a point I made during our chat about the benefits of letting people hear you speak and see you on camera.

I’ve been creating videos on LinkedIn for a while, started doing LinkedIn Lives, and posted links to webinars I’ve chaired.

It gives potential podcast hosts and event organisers a chance to see what I’m like ‘in action’ and showcases my areas of expertise.

Below is a teaser for our conversation, and you can listen to the full podcast episode here on Apple Podcasts or search for Make It Real with Trisha Lewis on your preferred podcast platform.

Some of the things we cover in the episode include:

🎧 What journalists are looking for so you can pitch effectively.

🎧 Ditching the corporate tone using your authentic voice to stand out.

🎧 Using video and audio as part of a content plan

Teaser clip from my chat with Trisha Lewis on her Make It Real podcast

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Video: How to be a great B2B podcast guest

So you’ve been asked to be a guest on a B2B podcast; how do you make sure your audio interview goes well?

Business podcasts boomed during the lockdown, so the chances of being invited to talk on one as a guest are increasing. You may even be pitching to podcasts to be a guest as part of a communications and content strategy.

Audio interviews are similar to any other interview in that you need to prepare, but there are a few other things you need to do to make sure you are a great podcast guest.

In this video, I give a few tips I’ve picked up from my years doing interviews as a journalist – including podcast interviews. More recently, I’ve been helping clients with their podcasts and hosting interviews.

I’m also in the process of setting up my own business podcast, but more on that another time.

Hope you find the video useful, let me know your thoughts, or if you’ve already been a guest on a podcast, did you enjoy the experience?

More stuff on podcasts and press interviews:

Should I start a podcast as part of a B2B content strategy?

Press interview tip: Understanding the journalist’s agenda

The reason some people get quoted more in the press