We create quality customer-focused stories that improve and scale product visibility, buyer engagement and conversion rates for demand generation and sales programs.
Successful B2B tech storytelling focuses on the buyer first, not the product. For example, acknowledge their current digital transformation challenges and how your products can help, provide easy-to-understand product stories that include differentiation points, and speak to their unique industry-wide issues that require technology for competition advantage. How often do you include these story elements?
Content Strategy & Creation
- know buyer challenges (in detail)
- content gap assessments
- funnel stage content needs (TOFU, MOFU, BOFU)
- review/create buyer personas & buyer’s journey
- new story angles
- content mix (e.g., too many white papers?)
- editorial style guide & calendar
- content KPIs and goal setting
Attracting leads and segmenting them rely on engaging content that quickly holds their attention. Increasing new leads while nurturing current leads requires many touch points across media channels, from inbound marketing and social media, to SEO and paid media. Each channel has a unique personality that requires stylizing stories and messaging for the best results. Buyer engagement requires a variety of content experiences to successfully communicate your products’ advantages.
Content Experience Mix
- e-books, videos
- solution & product briefs
- blog posts, bylines
- case studies, emails
- webinars, virtual events
- thought leadership and more
Personalized content is essential. The greatest challenge to growing new leads and nurturing current ones is truly knowing your buyers so you can give them the right information at the right time to move them to a favorable decision. For example, do you have content customized by personas, industries and both combined to get closer to the buyer? If you do and you still have low conversion rates, the problem is the messaging. The story isn’t connecting. If you don’t, it’s time to dig deeper into their roles and unique industry problems. You’re missing a valuable opportunity to showcase your expertise.
- industry and role
- overall content quantity
- introduce new story angles
- optimize stories that don’t convert
- offer a mix of content experiences
- messaging workshop to revitalize stories
- industry research