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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