The Importance of Corporate Storytelling for Content Marketing

Corporate storytelling supports marketing activities by making each message more engaging, easy to understand and remember. In this article we will analyze in particular:

the link between storytelling and content marketing

effective models to define the history of a company

Read on to learn more!

Corporate storytelling as a content marketing tool

While the term story in B2B digital marketing might immediately bring to mind an activity tied to social networks like Instagram or Snapchat, the practice of telling stories is actually telegram number list much more than a fleeting trend.

Corporate storytelling is in fact one of the most effective tools available to those who deal with content marketing in all its forms, whether written — through blog articles, eBooks, website pages or case histories — or video.

To do this well, however, you need to have a solid strategy that answers some basic questions.

What is the history of the brand?

Why is it important to tell it?

How do you want to tell it?

Why should it interest potential customers?

New call to action

Why is storytelling so effective?

The reason lies in human nature, which is to tell stories, just like to laugh or be moved: stories have always been used to communicate, educate, create bonds and share information.

However, for this activity, which is inherent in our DNA, to transform into an effective technique for content strategy, it is necessary to have the answer to other questions.

What does your company do?

How does it help customers?

What goals can it achieve?

Please note: we are not asking you to describe in detail the product you have created or the service you offer, but rather how the solutions you offer to customers can make their work more efficient and their days better!

This is the value on which the corporate storytelling message must be focused.

corporate storytelling

Going beyond the list of features, an effective story puts the company’s strategic content into narrative context, helping customers empathize with the story.

Storytelling is therefore very different from creating a commercial presentation.

According to the 2021 Content Preferences Survey Report cited in this article, in fact, 38% of the b2b buyers interviewed claim that the contents of potential suppliers would be much more effective if the more commercial aspects were reduced to a minimum.

In other words, no one likes overt attempts to sell something.

This is why storytelling in B2B content marketing works: because it offers a different experience compared to traditional promotional and advertising communication, captures the attention of the target audience and maintains high engagement thanks to an empathetic connection.

Furthermore, it helps establish that bond of trust that is so fundamental to finalizing any business deal.

Finally, another really interesting aspect is the ability to remain imprinted in the prospect’s mind through storytelling:

the chances of remembering a fact increase by 22% if it is part of a well-told story (source: Actual Minds, Possible Worlds by Prof. Jerome Bruner )

Hormones released by the brain in the presence of joy, anger or fear trigger the generation of new neurons in the memory circuits (source: Why Emotionally Charged Events Are So Memorable — Johns Hopkins Medical Institutions )

People remember anything more easily if it is associated with an emotional experience.

3 Effective Models to Define Corporate Storytelling

Now that we have defined the importance of the storytelling component in b2b content marketing, it is time to get into the concrete models for building a story that can be adapted to all channels:

social media posts

Marketing Video

blog articles

landing page

lead generation elements such as calls to action

Model #1: StoryBrand

The StoryBrand model is an adaptation of the narrative structure of the hero’s journey, in which the protagonist/customer faces a challenge and the company — with its solutions — helps him overcome it.

It consists of 7 steps :

meeting with the protagonist, that is the customer, the hero of the story

presentation of the problem that afflicts the character, the pain that can be solved with your solutions

the hero meets a guide, represented by the company and its solutions

The guide shows the protagonist a plan to overcome his challenges

the hero experiences a situation that forces him to take action and…

following the advice, he reaches the desired goal

not following the advice, fails

Model #2: 3-act structure

This model is also based on conflict resolution, but reduces its structure to 3 steps :

the initial situation, in which the context and the main character — the customer — are introduced

the problem that increases tension and represents the pain that can be solved with your solutions

the solution achieved thanks to your company’s product/service

Model #3: PAS formula

PAS is the acronym for problem-agitate-solve. Unlike the two previous structures, also common in literature or cinema, this one is characteristic of copywriting.

Here are the 3 steps :

Identify the problem or pain, describing the current situation experienced by the client

Shake up the issue to add drama, eliciting an emotional reaction

Present your product or service as the perfect solution, showing an ideal future situation

In today’s article we talked about corporate storytelling, analyzing the three main models to define the story of the business.

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