We all know social media, blogging, and other forms of content marketing hold great opportunities for companies to connect with clients and customers. The changing focus from outbound “bullhorn” marketing to engagement and conversation has been discussed many times.

Now that many companies have come to the conclusion that they need to share content to remain relevant, there is no shortage of well-meaning advice out there. Generic advice, especially in the marketing and communications (marcom) industry, flows so freely that much of it gets lost in the clutter. To break through and foster meaningful connections with readers, your company must say something fresh, something different.

For most companies, the largest differentiator is the talent of its employees. Unless you have the luxury of a patented product, a prime retail location or some similar exclusive advantage, the best story your marketing message can tell is that of your people.

So why do so many corporate blogs fail to emphasize the experience of individual members within their company? Maybe this is done out of a fear that divulging personal experience will expose a vulnerability. Perhaps there is a lack of trust in the employee or free-lancer responsible for creating the content. Perhaps we are more comfortable with familiar formats of writing like newspapers and textbooks where a third-party voice is appropriate. Regardless, a stuffy, unapproachable tone is common in company blogs. This lack of personal identity is a large reason that many blogs fail to gain traction.

Content marketing is a time-intensive activity that requires dedication and investment. If not done effectively, blogging, social media, etc. can be seen as a wasted effort that does little to positively affect company goals like sales lead generation and customer retention. Proof of this can be seen in a recent trend in companies abandoning blogging altogether.

Instead of taking our ball and going home, I propose that we use our experiences to tell a more compelling story. In the spirit of following my own advice, allow me to dip into my own past to give a personal reason for proposing this. I have been in the Account Services and New Business Development role here for a few months. Before this my background was in customer service and corporate communications. I’ve seen evidence first-hand that people prefer to communicate with an individual rather than generically with a company.  I’d personally rather talk to Tom Smith or Susan Jones, not XYZ Corp.

Fueling the core complaint of many customers who call a hotline or ask for a manager in a store is that they don’t feel like any one person is responsible for helping them. A large part of a conflict is alleviated when Tom the Customer Service Agent or Susan the Shift Supervisor says “Here’s how I’m going to fix your problem, and here’s how you can contact me if the situation is not satisfactorily resolved.” When a customer feels a connection with a company representative, she is more likely to trust the information and enjoy the experience. By extension the company benefits from another satisfied customer.

The audience for your content marketing uses the same emotions, the same hierarchy of needs when deciding how best to use their time. They may be satisfied with thorough content should they happen upon it, but thorough content that engages them with personality will make them come back.

I’m not suggesting we divulge anything too negative or specific to a client or customer. That would be inappropriate and counter-productive. Instead I suggest that we all let go of the notion that people (community leaders, current clients, potential clients, etc.) want to communicate with our company as a faceless entity. In that spirit I’ve put my own name and picture on this blog post. I’m glad to have shared my thoughts and would sincerely love to hear yours.