How to Evolve Your Storytelling for Better Engagement and Conversion
Storytelling
Content that builds connections with customers is important. And content that generates emotion and helps them overcome a challenge is key to converting them into buyers. As your prospects move through the buyer’s journey, good storytelling helps ensure your brand is top of mind, especially when it’s time to make a purchasing decision.
The content you produce can look different in B2B versus B2C. For example, B2B content marketing may require more touch points throughout the buying journey, in part because the sales process can take months (or even years), and multiple leaders are usually involved in the decision.
Regardless, fitting smaller stories into your larger brand narrative and defining where they fall within the funnel will drive a lot of your strategic decisions. But before you start creating content for a campaign, you first need to identify the purpose of each clearly.