Getting Practical About B2B Storytelling

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You’ve likely heard this for at least the last two years: “content is king.” Marketers and writers alike have probably expressed this notion to you and highlighted the benefits of storytelling in the content creation process with charts, data and words. But what about living on the wild side, my marketing friends? Let’s step away from the data filled charts and the Google Analytics pages and get practical.

Why storytelling matters a practical interpretation:

When has storytelling not mattered?

Did mom, dad or grandpa read you bedtime stories? Perhaps you heard your first fairytale or read your first Dr. Seuss book in grade school. Those early introductions to storytelling introduced us to the value of stories. From learning the dangers of lying to the repercussions of being mean, those early years and early books from our lives created the foundation that keeps content and stories relevant.

Content (value) should be presented as a story and it should tell us something significant that we can take to a playdate or cocktail hour.

Take a trip down memory lane.

What is the most memorable advertisement you can remember? Take your time—we are in no rush. Found it? Good. Like a story, that advertisement probably had a beginning, middle and an end. Maybe a family or a dog, or a dog that meets a new family. It was memorable because one scene flowed into the next with clarity and purpose. It taught you something, even if there were no words, or with words even if there were no images.

Storytelling helps us see an entire picture. Relate something back to our lives. We like to see a beginning, middle, end and purpose.

Machines are not yet making the buying decisions.

Although, with data and new technologies, machines can assist us in making educated decisions, it is still a person who is choosing which auger filler or x-ray machine your business will purchase. So wouldn’t engaging marketing established around a story attract that person who—since the tender age of five—has been exposed to the benefits of storytelling?

Building an engrossing story around the benefits of a B2B product only seems unnecessary and impracticable when you forget that it is a person who is choosing your product. Get creative and remember that just because you’re selling a semi-truck doesn’t mean you’re selling to a semi-truck. Be practical.