It is rare that B2b is a marketer Funny LinkedIn on them
And “Chattgop didn’t post a meme about taking my job” funny.
I mean Real“I’ll see this content in my spare time”.
And to prove it, he has found 20k followers (and some viral videos with 4m+ views).
Today’s expert tells us to turn off madness on high -performing content, and why your buyer personality is banking. Selling sunsetAlso, too,
Hike ying
Head of Microsoft, Material, Social, and integrated marketing
Lesson 1: Your goal should not be high performing materials. Term
When the Young went to a conference room during his first day in Microsoft (it must have been virtual, but for the sake of the story, let’s see the photo Mad men Office), he told his team that his purpose is Is not To make high performing materials.
The purpose is to change the minds.
Whenever his team prepares a piece of content, she asks himself: “What can we make that in fact changing the hearts and minds of our audience? And this is a fast task. “
Here is an example that collides with the home for us: in the hub spot, we kill millions of opinions on only one post every year – “With regard to the top movie so far.”
(Yes. As far as you can get a product is far from conversion.)
But this year, we took another look at this post and said, “Does it not matter if it has nothing to do with the hub spot, if it has nothing to do with the hub?”
So we (finally) retired the post. (I suggested the Viking Funeral, but we were set on 301 redirects.)
This is the slogan of Young and encouraging driving behind all its actions. She says, “We hope it will perform well, but in fact our purpose is to create influence and change people’s ideas and actions – and when they do, our brand is to develop.”
This lesson is a bonus: The creation of content that changes the mind means writing, recording, and publishing material that is provocative and unique. And this is the only type of material that will be less than the noise.
As Young has said: “The bold POV is the only content left that resonates.”
Lesson 2: Your B2B buyer is the same person who is selling sunset.
A few years ago, Young took comedy classes in the LA in the Citizen Brigade, which produces past students like Amy Pohler, Kate McCain, and Nick Corol.
And now she’s bringing the comedy to her LinkedIn videos, some of which have collected millions of ideas.
Why?
Because its B2B audience is still made up of people. And people like to laugh.
“This idea is really important to me, which is the content that runs with culture. The same person who approves PO for your sauce company also sells sunset or does live live streams at night“
He adds, “In B2B, we have joined the habit of working like people, like people are different. You know, they come to work and offer their work organization and suddenly their standards or recreation standards are different.”
Her remarks reminded me Separation: There are buttons ups, professional B2B audiences, and then there are people with whom we meet with dinner and call our friends and call.
This artificial separation not only makes our marketing feel tight – it makes it ineffective.
“I personally want to create materials that are widely informed by the culture and move at the pace with the pace that seems to be sealed in the time capsule since 2001,” says Young.
Lesson 3: The content made from employees is more important than ever.
Young 2025 is going on personality -led content.
Why? Because, as he told me, the person -led content can prove to be a fundamental discrimination for your brand: “Anyone can answer a group of questions. No one can clone your people.”
(Look TheyAi!)
In her current role, she is really focused on the content made from employees, and empower her team to produce content from Microsoft.
And that too is walking. That is why, about a year ago, he started posting his videos on LinkedIn.
She told me, as a leader, she was losing the opportunity to make content. To him, it was necessary to get some soon in the game. “And I really wanted to bet on myself.”
Certainly, posting it can be strange to have the first weirdly modified iPhone video to find yourself and seven likes.
But you never know where it can guide.
Our first lesson in the entire circle, Young added: “It is important to change people’s minds around the deep topics, talk deeply, and only resonate more deeply. The level of level, basic, one-on-one-on-one-style-answering questions is not really a way forward.”
Lasting questions
Question this week
As the leader of the marketing idea, how do you see AI while affecting the strategic thinking and creative process in the brand building? – Senior Director of Les Luzel, Communications and Mangani, Best Badiz International
The answer this week
Young: AI is effective as an idea as a partner. Ask him to drill into his strategy and play the devil’s lawyer. Also ask for additional research and data points that you have not considered. Those workflows can strengthen your original ideas.
All this is being said, I am sure that human creativity is more delicate than ever, and I love to see human fingerprints on the content used personally. For example, I have recently stressed all the little creative details Separation.
I am sure that some changes related to AI in marketing will be much faster than we expected, and others will be more slow. Only time will tell what category comes. So I am bent in AI where it is useful to me, and not forcing it where it does not look helpful.
The question of next week
The young man asks: What is a piece of marketing advice that you may have given in your career before, but you won’t give more because the marketing has changed?
