- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Write Powerful B2B Content Using Storytelling Techniques
Posted on May 31st 2013
If 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.