B2B content marketing needs storytelling

Businesses that have a story to tell will become more precise and have a higher credibility.
Even though the business is a professional affair, B2B companies do well to enrich their content marketing with emotional stories. But how does the mix of storytelling and specialized information succeeds?


B2B companies have recognized content marketing as a winning strategy and are trying to apply it across multiple channels. 34 percent spread content via their own corporate blog. In addition, 32 percent publish case studies on specialist topics on the company website. In addition, online customer magazines now make just under a quarter of the companies available for download. This was the result of a study by the agency TBN Public Relations with 280 German market leaders from the industrial, service, IT and healthcare industries.


Also Social networks are becoming increasingly important for B2B content distribution companies. This is confirmed by a survey by Statista. According to this, 54 percent of companies worldwide use the Facebook platform for this purpose. Also popular is the career network LinkedIn, in which 28 percent of respondents provide their target audience with content. The number of content marketing channels offers businesses in the business segment many opportunities. But more channels do not automatically mean more reach. While the number of communication channels with websites, social media, television, print and podcasts is growing, the fight for attention remains the same. So it is still important to stand out.


High quality storytelling
• connects rational and narrative elements
• fits into the world of experience and life of the target group
• authentically presents its protagonists such as customers or testimonials
• generates credible stories that increase trust in brands, products and services
• embeds brands in a context and thus largely markets them “below-the-line”
• generates added value for the brand


But how does the success measurement work?
As with any other marketing strategy, companies are well advised to pre-define concrete goals they want to achieve with the dissemination of their content. Emotionally charged stories on image formation have to be considered separately from the content of knowledge transfer. In storytelling, target persons should be sustainably activated. This requires that they engage with the content as long as possible. Important key figures are therefore about the length of stay and the bounce rate. On the other hand, this must not always be overstated when measuring the success of knowledge content. Although it can also be effective here, if the users consume the entire content. Website visitors should quickly find what they are looking for. This manifests itself a relatively short residence time. This is a good sign for B2B content marketers in this case.


Courage for exclusive content
Particularly clear figures about the success of content marketing are provided to B2B companies when they offer content that is not accessible for accessibility and, for example, requires a registration. Interested people must enter their address data in a form and agree to receive advertising or subscribe to a newsletter. This practice is becoming increasingly popular, not least because the target group considers such barriers a quality feature. If content is only available exclusively, it is expected to be high quality information.
Companies can benefit from this trend in the long term, as the TBN study shows. The number of companies that collect personal data with content offers and thus generate leads has quadrupled compared to 2017.