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FROM THE EDITOR
There is scientific proof that including stories in your B2B marketing content works!
If you’re part of a B2B solution-provider company, you no doubt have witnessed, or been involved in, the tug of war that occurs when marketers suggest storytelling as part of their content strategy.
Sales dismisses the idea because stories don’t deliver ready-to-buy leads. “No features and benefits, where’s the hook?” Business leaders tend to highjack the topics and want stories about the business. You know the kind I’m talking about. “Way back in 1878 John Smith had a vision”…yada, yada, yada. And our big storytelling idea delivers disappointing results.
Allow me a moment of intense candor. Your prospects don’t care about you, they care most about themselves and the issues they face. Trying to attract prospects by going long about how great your business is doesn’t work.
However, storytelling done well, does connect buyers and sellers at a deeper emotional level, it builds trust, and does a great job of capturing the attention of prospects in a digital world saturated with content. And it turns out, there is scientific proof that it works.
This week’s feature, with insights from Katarina Gajdacsova, delves into the scientific reasons why storytelling works in developing business and driving sales. And there is more on the art and science of creating marketing content that attracts prospects and turns them into customers: placing your buyer at the center of your stories, being intentional with your content creation process, and why you should remove those gates.
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- Perry
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Perry Rearick
Chief Editor | Follow Your Buyer
prearick@followyourbuyer.com
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