How to empower your B2B content strategy with storytelling [Video]

This article discusses the nuances of B2B storytelling, exploring the story structures and character types that can help you transform your content from uninspired jargon to a compelling narrative.

In the world of B2B content strategy, storytelling serves as a cornerstone for creating connections and fostering engagement. 

Unlike the often emotionally driven narratives in B2C, B2B storytelling hinges on addressing clear, concrete problems and offering viable solutions. 

However, this simplicity is a double-edged sword; many B2B marketers miss the mark, turning potential narratives into mere glossaries or spec sheets. 

The simplicity and complexity of B2B storytelling

B2B content naturally lends itself to storytelling. The needs, frustrations, and problems are typically well-defined and straightforward. 

However, most B2B content doesn’t take advantage of this. It stops at simply presenting the characters to the reader — this is the company, these are the products, these are our target customers — without actually weaving them into a narrative. 

It’s like having …