Trends Report

Tell Stories To Connect With Business Buyers

Using Narrative Makes Content More Compelling

November 20th, 2014
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Shar VanBoskirk , Elizabeth Perez

Summary

Most business content fails to engage buyers. And marketers admit they struggle to make it more compelling. The solution to this problem is something we all know and love — a good story. To free business content from the "feature this, function that" humdrum, CMOs need to reconnect their teams with four core principles of storytelling: understand your buyers, make customers the story heroes, strike an emotional chord, and use content to deliver utility. This report explores why storytelling is a key requirement to any business-to-business (B2B) content marketing strategy and how CMOs can leverage stories to move their message from unremarkable to extraordinary.

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