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The Importance of Storytelling in Content Marketing #MPB2B

shane-snow-mpb2b-2016

Once upon a time …

A long time ago in a galaxy far, far away …

There once was …

These aren’t just classic fairy tale or movie beginnings. They represent memories. They evoke feelings. They get our minds churning. They signal that an exciting story is about to unfold—and those stories are powerful.

As content marketers, we need to be in the business of storytelling if we want our content to resonate and inspire. As Shane Snow, Chief Creative Officer and Co-Founder of Contently, said during his session Create, Connect, And Optimize Through Storytelling: The New Formula For Content Success at the MarketingProfs B2B Marketing Forum.

“When you engage in a story, your brain lights up.”

The Importance of Storytelling in Content Marketing #MPB2B

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The Most Important Thing Missing From Your B2B Content: Forrester’s @LauraRamos Tells All #C2C15

A lot of presentations at this week’s Content2Conversion Conference touched on theories and tactics related to creating customer focused narratives in B2B content. While some marketers might think of incorporating storytelling in their B2B content marketing as a gamble, Laura Ramos of Forrester Research says it’s time to make that gamble. According to Laura, it’s time to double down on the one key element missing in most B2B content: Storytelling.

B2B Marketing lacks enthusiasm and capability to use storytelling to connect with buyers, Laura said. It’s time to tell stories and it’s time to understand the power that storytelling has on your audience.

The Most Important Thing Missing From Your B2B Content: Forrester’s @LauraRamos Tells All #C2C15

How to Make B2B Marketing Stories Bigger With Social Media Microcontent

Storytelling is a fundamentally human experience. We love to tell stories, ranging from whimsical fantasy to tense political thrillers. Some psychologists believe storytelling is actually necessary for human survival — we are hard-wired to respond to compelling narratives.

Storytelling is frequently cited as a best practice for content marketers, but what happens when your publishing space is limited? B2B social media marketers only have enough space for 1-2 sentences per post, so how can they tell a story with such little space?

When it comes to effective B2B social storytelling, it’s not about shrinking the story to fit within character limits. Rather, it’s about using social tools to make the story bigger. Here’s how you can make your story bigger on social networks:

Visualize the message

How to Make B2B Marketing Stories Bigger With Social Media Microcontent

Three Stories That Will Help Content Marketers Win With Storytelling

Back in August of ’13, Contently co-founder Shane Snow wrote the following in a LinkedIn Influencer post:

“Every few minutes, a new buzzword rips through the business world, skids, gets a few books written on it, and ends up in a pile of tired terms next to ‘synergy.’ Today, one of the biggest corporate buzzwords is ‘storytelling.’ Marketers are obsessed with storytelling and conference panels on the subject have fewer empty seats than a Bieber concert.

Funny thing is, storytelling has been the buzzword off and on since advertising became a thing. It’s always coming out of the buzzword pile because, at the end of the day, storytelling is a skill. Stories have been an essential driver of change throughout human history. For good and for ill.”

Three Stories That Will Help Content Marketers Win With Storytelling

A SEO Guru, Social Media Expert & PR Pro Walk Into a Bar… A Smarter Content Marketing Mixology

So, a SEO guru, a social media expert and a public relations pro walk into a content marketing bar.

The search marketer says to the bartender, “I’d like 35 shots of of the same tequila, but each needs to be in a slightly different glass, in different amounts and chilled at slightly different temperatures.”

The social media marketer says, “I’ll buy a round for all my friends and get one for yourself too. Oh, and let’s take a selfie while we drink. #socialdrinking”

The public relations pro joins in the fun too and winks at the bartender saying, “I’ve heard you have some really good microbrews here. If I could try a few, I’lll text all my friends this is the place to be.”

A SEO Guru, Social Media Expert & PR Pro Walk Into a Bar… A Smarter Content Marketing Mixology

From Antwerp to Bucharest – Lessons Learned About Storytelling and Content Marketing

Storytelling Content Marketing

Growing digital marketing skills and knowledge are more important now than ever. I’m sure you can relate to the pressures of having to continuously stay on top of what’s new and most effective.

The good news is that much knowledge can be gained from new experiences and connections. In the past 2 weeks I’ve had the good fortune to attend an Integrated Marketing Communications event at West Virginia University a content marketing conference in Antwerp, Belgium and a digital marketing conference in Bucharest Romania. Plus this week I’m in London for a few meetings where similar topics will be discussed.

Amongst those geographically diverse experiences, each with a focus on some aspect of digital marketing and communications, I have noticed a consistent set of expectations regarding information delivery, content quality and interactions.

From Antwerp to Bucharest – Lessons Learned About Storytelling and Content Marketing

The Importance of Story Before Marketing

Tootsie Lou Lou Dolls

Recently my sister in-law, Melanie, shared with me the success of her initial ventures into a new business selling a collection of handmade dolls, stuffed animals and blankets. A successful medical career working at a hospital keeps her more than busy, but the side venture is enabling her to make her creative hobby into something more.

Our recent discussion about turning this venture into a business surfaced many questions that a lot of new business owners face: What might be involved with hiring, manufacturing, logistics, taxes, incorporation and of course marketing.

Melanie has a knack for writing about her creations on Facebook and Pinterest in an enthusiastic, helpful way rather than promotional. But there is something that Melanie, who is a self-proclaimed neophyte to business and marketing, did that the majority of companies do not do that gives her an advantage. This is something many mid-market companies and large enterprises forget.

The Importance of Story Before Marketing

Storytelling, Positioning & Personas for More Effective B2B Content Marketing

Free B2B buyer persona development tool

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

This is the sage advice from Ardath Albee, a B2B Marketing industry thought leader and practitioner that consistently delivers useful information. In fact, Ardath was one of the participants in our Content Marketing Secrets project and has been in the B2B content marketing game a very long time. The following post is a summary of her presentation at the recent Content Marketing World.

Storytelling, Positioning & Personas for More Effective B2B Content Marketing

Online Marketing News: Pinterest’s Sneaky Tactics, Keeping Leaders Honest, 100 Million Videos Watched Per Day

How Social Media Keeps Leaders Honest

David Jones of Havas and Mashable CEO Pete Cashmore recently sat down to talk about the responsibilities of the leaders of today to respond to social media, and how it holds them accountable.

“Google Clarifies: No, Ads Shouldn’t Help Rankings & No, SEO Isn’t Bad” Recent comments made by a new Google employee have some SEO’s up in arms. Apparently his comments included “SEO isn’t good for users” and “It’s a bug that you could rank highly in Google without buying ads.” Curious to know what else he has to say and what reaction this has caused within the online community? Via Search Engine Land.

Online Marketing News: Pinterest’s Sneaky Tactics, Keeping Leaders Honest, 100 Million Videos Watched Per Day

The Power of Persuasion: Storytelling & Personas in Content Marketing

I attended University a very long time ago, where I started out pursuing Graphic Design and then transitioned to an interdepartmental degree: Sociology, Industrial Psychology and Business. Art was interesting, but I was only mildly talented and there was no digital program (this was pre-internet). As I look at the state of the social web today, I am amazed at what a dynamic and interesting time we live in. I wonder what it would be like, studying social psychology and organizational development now, with the ubiquity of the social web and transformation of internet access from PCs to mobile devices.

The Power of Persuasion: Storytelling & Personas in Content Marketing