Storytelling in B2B: more than just beginning – middle – end

There are many ways to tell stories. Find out how to apply story structures to B2B marketing content, from case studies to infographics.

It’s clear that B2B content creators want to craft content that will engross their audiences and compel them to take action. Using storytelling techniques is one way to do that – ideally stories that reflect the actual, day-to-day world of the people you want to buy your products or services.

There are many ways to tell stories, but it never does any harm to look at how they’re told in classic novels, films and plays. The structures that underpin those formats can readily be applied to B2B marketing content too, from case studies to infographics.

We’ve looked before at the seven basic plots that feature in classic stories ranging all the way from Beowulf to Spider-Man 3. As a follow-up, we’ve put together a presentation that explores how, as a B2B marketer, you can use these plots to engage your audience, show you understand their world, and create an emotional connection with your brand.

Fair warning: It’s about much more than just figuring out beginning, middle and end:

Header image adapted from “Cheshire Cat” by thethreesisters under a Creative Commons Attribution 2.0 Generic license.

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New York Times “Tomato Can Blues” – a lesson in B2B storytelling

Combining written prose, kinetic comic book style illustrations, storytelling techniques and a memorable audio version – what can the New York Times’ Tomato Can Blues teach B2B content marketers about case studies?

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