Is Your B2B Content Marketing Telling A Story? Consider The Possibilities

Written By Gregg Medaglia

B2B content marketing can be boring.  There—we said it.

For too many organizations, content marketing has become just another item on the monthly administrative schedule. Their efforts lack passion; their content is altogether forgettable. Because their materials fail to inspire or simply become stale over time, they miss the opportunity to connect with customers and build long-lasting relationships. 

While it’s impossible to hit a home run every time, there are ways to make your B2B content marketing materials more engaging, more entertaining and more consistent. One of our favorites is to use the concept of storytelling to frame not only what material you publish online, but also how you handle the production of that material.

Think about it. A great story captures our imagination. It draws us in, makes us want to know more about its characters, leaves us wondering what will happen next. We find ourselves thinking about the story in our spare moments—considering alternative endings, wishing we could be part of the action, anticipating the next installment.

Ask any Harry Potter or Twilight fan: a good story can pretty much take over your life.

Now we’re not suggesting that weaving a good B2B content marketing story will turn your customers into obsessive followers of your business. But it may breathe new life into your efforts, and help customers get to know more about who you are, who you hope to become and how they can be a part of it. It gives you the opportunity to create your own distinct voice and personality in a world overwhelmed by Internet chatter.

Furthermore, visualizing your marketing efforts as a story can help you organize your production schedule. Stories have authors and editors, chapters and volumes. Some stories are short, others are long. There are publishing deadlines and promotional tours. Occasionally, a guest columnist makes a contribution. In short, it’s possible to approach the creation and management of B2B content marketing as you would an actual publication.

Just framing your marketing efforts differently can infuse them with new energy. Don’t settle for the same old content—start telling your own remarkable story.

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