Write Powerful B2B Content Using Storytelling Techniques

Shelley Pringle
Shelley Pringle Principal, Polaris Marketing & PR

Posted on May 31st 2013

Write Powerful B2B Content Using Storytelling Techniques

b2b content storytellingIf you’re a B2B media relations pro, there are six dreaded words you hear far too often: “We don’t have any case studies.”

Case studies are clients willing to talk to the media about how a product helped them overcome a business challenge. They’re important for a media pitch since journalists want to know your product actually works.

Happy customers take the commercial edge off a pitch by introducing third parties. A real-life story is also more interesting for someone to read. If you sell software, media aren’t likely to report on your latest product update. While you find the update fascinating, to others it’s boring. Since media are storytellers, they’re more likely to warm to your idea if you can help them tell a story using customer examples.

Case studies convey credibility

Of course, marketers use case studies in other ways. They often incorporate customer testimonials into a variety of B2B content including brochures, websites, sales presentations and other marketing collateral. Prospective customers want to know about results, including how your product helped others and how it might help them. Case studies provide credibility and allow you to emphasize important product benefits.

Since case studies are so important and versatile, it’s surprising how many companies don’t make the time to document past successes. I understand the challenge: they’re too busy working on the next project, a good problem to have. Then, once they find time to develop a testimonial, they’ve often forgotten why they undertook the project, including the result.

Write customer testimonials with pizzazz

In addition, some companies write about recent wins but end up with case studies lacking pizzazz. B2B content doesn’t have to be boring. Just look at this infographic from Gordana Stok. She shows how to create an engaging and entertaining case study using storytelling best practices. Her suggested structure includes three short acts with a hero (your customer), a conflict and a resolution.

Your case studies don’t need to read like War and Peace (God forbid!). However, there is a way to make them interesting by following these guidelines.

What tips do you have for making B2B content more interesting? Leave your thoughts in the comments section below.

B2B storytelling techniques
Courtesy of: Content Bridge
Shelley Pringle

Shelley Pringle

Principal, Polaris Marketing & PR

Shelley Pringle is the founder of Polaris PR & Marketing, a Toronto company that helps consumer brands build awareness of their products using PR, social media and content marketing. Polaris is a collective of experienced PR, social media and content marketing professionals who are passionate about achieving results for their clients. Shelley believes that strategic communications can capture the hearts and minds of a target audience, change the way people think and improve an organization’s bottom line. 

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Scott Case
Posted on June 3rd 2013 at 1:24PM


People do such great things in their companies and have accolades, awards, pictures, memories and momentos and they don't share a single solitary one of them, by and large.

And I look for something solid to beat my head against until I blissfully pass out and hopefully block the entire experience from my psyche.


Shelley Pringle
Posted on June 3rd 2013 at 2:03PM

Don't do that. You'll hurt yourself. And potentially miss out on all the companies that are sharing great stories.

Posted on June 11th 2013 at 5:22PM

Hi Shelly, well done on the post, particularly the infographic. I think case studies are a fantastic way of enabling the customer to visualise themselves benefiting from what a business has to offer. More businesses should use them.