Why Storytelling Matters in B2B Content Marketing

We’ll say it, and if needed, we’ll say it a million times - quality storified content is one of the key things that make or break your successful B2B business. You can have the best product on this planet, the best employees, company practices, and intentions, but all of it will end in vain if you don’t get the sales!

And what is the most important thing when it comes to selling? First and foremost - getting the attention of one’s target demographic, making sure that they know you exist and where to find you.

How do we make sure this happens? Well, let’s think... You can always do something dubious, take shady shortcuts, and resort to something scandalous and attention-grabbing. Keep in mind, however, that those practices will reward you with some problematic labels sooner rather than later. Do you really think that B2B buyers will appreciate that kind of risky behavior?

So, what can a respectable brand do to increase the clicks on its storified landing page without losing respectability? It’s simple…

Put Everything You’ve Got into STORYTELLING

Don’t get us wrong, this doesn’t mean that you should go ahead and skimp on the product or the service quality for the sake of ”better story”. Nobody wants the inventory of your storified microstore to suffer!

Captivating, interesting, and quality content will get customers to come and possibly to stick around, but we all know that if buyers don’t like what they get, it’s downright impossible to turn them into returning customers. They will remember and leave their money somewhere else next time. If that holds true for “regular consumers”, do you think that people making decisions and purchases on the behalf of whole departments, divisions and companies will be any less wary? They won’t risk their investments.

Be smart, put your money where your mouth is, keep the quality top shelf but put your best foot forward when it comes to presentation!

Why Are B2B Businesses Hesitant About Storytelling?

Most of the B2B businesses are aware of the efficiency and success that a good web story brings to the table. They know that content marketing should be used for promotional purposes, but the problem usually lies in implementation. You need a truly creative perspective and approach to transform otherwise white paper or a bland technical blog post into a storified article or video that global/local/interested masses will love, share and connect with.

Storifyme team won’t lie to you and say it’s not a challenge to execute, but it can and has to be done if you want to make it in the fast-paced online world. If you want to be successful in B2B sales in the 21st century, you have to remember:

Breaking News: B2B Content Doesn’t Have to Be Tiresome

Yes, business to business stuff tends to get a bad rap with descriptions that rarely don’t include words like “lifeless”, “dry” or “boring”. It’s no surprise that these types of companies struggle to establish, maintain, and reach their customers. Do you know why that is?  

They assume that their potential customer stops being human, just because “B2B” stands in front of their job description. They are scared that they won’t be taken seriously, that sentimental or fun content makes sense for consumer-focused endeavors but that it has no place in their business. What a huge mistake!

Emotional connection is the magic that makes *all* the sales happen. When you shape your narrative with this in mind, your web stories will grab the spotlight out in the sea of the whitepaper technical content. There are a few things you should keep in mind, however:

Don’t Forget to Be Truthful

The hard truth has to be the backbone of your story. You should stick to the facts, but give them some pizazz! Nicely done product storytelling will get the attention needed, present your brand’s message in the most alluring way, but you have to mean every word of it.

People love stories, but they don’t like to be fooled.

Don’t Forget: You’re Human Too!

When creating genuine connections, there is no room for deception. Nothing good or long-lasting can be built on fakeness. Your company is a collective of emotional humans, who have a shared goal, who work hard, but also make mistakes. There’s no shame in that, wear it like a badge of honor, and don’t you ever lie about that!

Don’t Forget to Do Your Research

B2B buyers will surely be more detail-oriented, so get specific, but remain entertaining. Understand the stories your data tells you and re-tell them in a unique and captivating way. Do a deep dive on your customers, competitors, on your product, and everything that stands in between. Then use the info you gathered to make everybody happy and satisfied. Storify your data.

Don’t Forget to Be Consistent

Quality storytelling is a bulletproof way to make sure you are noticed. Consistent storytelling across all platforms makes sure those who notice you, do come back for more. What you have to do is make sure that you present something worthy of their time every time they come back to follow up on your story.

Don’t Forget Who the Real Hero of Your Story Is!

The customer is the main character of your story. Their happiness is your happiness. Your customer isn’t just a potential five-star review or a new positive testimonial, they are the reason you’re here. They are the reason why you have a story to tell at all. Show them you care, listen, and communicate openly. Look for feedback and implement it every step of the way.

Don’t Forget Why You’re Here

What would the world look like without your product? What are all of those silly fools who aren’t in business with you missing? Which problems can you and will gladly solve? Why should they choose you? What separates you from the rest?

Find answers to these questions, present them engagingly, and voila - you have a purpose. Even better - you have a story. Everything else is a matter of packaging, and for that (don’t you ever forget) Storifyme team stands at your disposal.

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