B2B & B2C is Dead. H2H is the only Content that Matters

There is no more B2B or B2C content.

The only content marketing right now is H2H. Human 2 Human content rules.

Why? Because we’re people connecting with people. And quite often, we forget that. Decision makers, no matter the sector, are human beings.

And like every human — have desires, emotions & goals. In 2025, people are pulled more towards genuine content that makes them feel a certain way. Regardless of their niche.

People want to feel satisfied. Meaning, to get something out of what they consume. VALUE.

Hence, audiences have grown tired of content that is Robotic, Generic, Only AI generated or Overly automated marketing strategies.

Here’s why H2H content matters most:

1. Authenticity:

→ People prefer to buy from people.

→ H2H highlights human qualities & creates real connections.

2. Relationships:

→ It is a two-way conversation between 2 people.

→ Relationships develop based on long-term trust.

3. Personalization:

→ It emphasizes a personalized, conversational & empathetic approach.

4. Engagement:

→ H2H enhances customer experience, builds trust & encourages authenticity.

5. Customer retention:

→ When customers feel valued & connected, they are more likely to become repeat buyers.

Here’s how you can apply H2H content into your strategies & brainstorm ideas even with AI, making sure they follow this checklist:

1. Be human:

→ Communicate like a real person.

→ Tell stories. Don’t be scared to get personal.

2. Show empathy:

→ Seek to understand the pain points & challenges that lead prospects to look for solutions.

3. Be valuable:

→ Provide value without expecting anything in return.

4. Be authentic:

→ Display appealing human qualities like loyalty &

authenticity.

5. Be trustworthy:

→ Meet the customer’s needs.

→ Also demonstrate that you’re human & trustworthy.

You need to remember this:

H2H content is not a specific technique. It’s a general concept. It’s about connecting on a personal level with your customers so you align with their needs.

So here are a few best channels for H2H content creation:

Personal branding:

Become a somewhat separate entity to your brand but keep the alignment. Add your own tone, ideas, purpose & human touch to your social media profile.

Why? Because people prefer interacting with people — whether it’s a buying decision, an opportunity, or a conversation that can lead to a great project/idea in the future.

Traditional brand with a clear purpose:

A brand with a purpose goes a mile an hour. Purpose makes your brand human. It also gives an opportunity to your audience to connect with you on a down-to-earth level.

This helps in them trusting you, building a relationship that results in prolonged faith. With that, comes the faith to invest in whatever you have to give — conditioning to the idea that same belief systems lead to better collaborations & investments. Satisfaction.

Storytelling (Not just the cliché):

Everyone tells you to share your stories online. I’m sorry, because I’m one of those too. But there’s a catch.

What story do you need to share? And why? And most importantly, how?

Think of it from a different angle — what does your audience want to know? Or why do they want to know your story? Here’s a simple answer — takeaways.

If your Ideal Customer Profile is a CMO, they don’t want to know how you bounced back from bankruptcy or how you managed to get your toddler into nappies.

They want to see how you solved a problem & why it worked for you in a way it can work for them. Think of it in their perspective: do they have the time to read? No. They’ll read what gives them value or adds to their agenda. Especially if they read posts during working hours.

Fit your story to their needs.

Video content (Whoops! Maybe oversaid):

Yes, you already know this. Yes, you already created it. Yes, you have a professional doing it for you. But make sure the videos aren’t only short form content. And that they add exceptional value to your audience.

Simply showing your face on a video speaking directly to your audience automatically builds that connection on a personal level.

There can be a few angles to look at:

→ It gives “voice” to your written posts

→ People know with your tone & ideas & expertise you’re sharing what kind of a person you are

→ Helps create (like films) a direct personal experience & understanding of you.

The fun part of H2H content is that you already know it. I mean, you haven’t been creating content for a robot’s approval, have you?

But we often forget the track we need to be on to jump into the bandwagon of rapid growth. H2H content should be fun to create — no matter how evidently “expert” the content is.

So tell me this: whom are you creating content for? Robots or inhumans or mutants?

And if you want to create content for both: AI & humans, reach out to me.