Radix Copycast episode 3 – getting to grips with storytelling in B2B

Welcome to the latest Radix Copycast – a podcast exploring the trends and issues in B2B technology marketing through a copywriting lens.

James, Fiona and Emily in our "podcast studio".

James, Fiona and Emily in our “podcast studio”.

Telling stories is a hot topic in B2B marketing, as evidenced by recent articles covering transmedia storytelling and brand storytelling, among many others. But with so many different techniques and approaches being discussed, we wanted to take a closer look at what storytelling actually is, and how B2B marketers can use it to best effect.

Emily and Fiona are joined by James Henry*, a television scriptwriter with titles like Green Wing, Shaun the Sheep and Bob the Builder under his belt, and several comedy and drama projects currently in development with the BBC and independent producers.

We believe marketers can learn a great deal from professional storytellers like James. Listen to this episode and find out:

  • The difference between a story and a series of events
  • What makes an engaging story
  • How the three-act structure works in business
  • The importance of a “relatable character”
  • Why brand storytelling is not customer friendly
  • How companies can use the seven basic plots to create stories about their customers (like this video from AtTask)
  • … and more

Download the episode here (right-click and “save as” to download) or listen in the player below:

You can subscribe to the podcast on iTunes here.

Music by Industrial and Marine.

* Disclosure: James is Fiona’s husband, podcast relationship-spotters.

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About the Author


Emily King

Emily King, Research and Marketing Executive

Emily manages Radix’s own content marketing initiatives, working with the rest of the team to create content for our blog posts, podcasts and SlideShare presentations. She also acts as a central research resource for the Radix team, investigating industry trends and market landscapes to add depth and relevance to the copy we write. Outside work Emily is a relentless content creator, hosting her own podcast, writing several blogs and contributing to comic book anthologies.


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