Why personality belongs in B2B content (and why your brand needs a human touch)

For years, B2B marketing has had a bit of an image problem. Somewhere along the way, “business-to-business” became synonymous with “boring-to-boring.” Jargon crept in, tone of voice guidelines stiffened, and content started sounding like it was written by robots for other robots.

The thing is, even in B2B, we’re still talking to people. People who scroll LinkedIn on the train, who skim emails between meetings, and who want to feel like they’re engaging with a brand that gets them.

1. Personality builds trust

When your content sounds human, it signals confidence. It says: we know our stuff, but we don’t need to hide behind buzzwords to prove it. A touch of humour, a conversational tone, or a strong brand point of view turns a faceless company into a credible partner.

2. Relatability drives engagement

People don’t remember specs and features, they remember stories. Use language your audience actually uses. Paint scenarios they recognise from their day-to-day. A little empathy goes a long way when your goal is to connect, not just communicate.

3. Accessibility expands your reach

Technical topics are often unavoidable in B2B, but complexity doesn’t have to mean confusion. Great content makes intricate ideas feel simple — not simplified. If your reader feels smarter after reading your content, you’ve nailed it.

4. Personality sets you apart

Tone of voice becomes a differentiator. The brands that win attention are the ones that sound unmistakably like themselves, not like every competitor’s website written by committee.

Bottom line? Personality isn’t fluff. It’s what turns information into influence. Humanising your brand doesn’t dilute professionalism; it amplifies it. Because the most powerful B2B content isn’t just read, it’s remembered.