{"id":59697,"date":"2022-09-16T17:00:05","date_gmt":"2022-09-16T17:00:05","guid":{"rendered":"https:\/\/www.toprankmarketing.com\/2022\/09\/16\/secrets-of-creating-inspired-b2b-content-experiences\/"},"modified":"2024-07-31T01:49:16","modified_gmt":"2024-07-31T06:49:16","slug":"secrets-of-creating-inspired-b2b-content-experiences","status":"publish","type":"post","link":"https:\/\/www.toprankmarketing.com\/blog\/secrets-of-creating-inspired-b2b-content-experiences\/","title":{"rendered":"The Secrets of Creating Inspired B2B Content Experiences, Revealed"},"content":{"rendered":"

\"secrets
\nPicture this:<\/p>\n

It’s mid-December and you’re on a road trip through Florida. A man stands on the side of the highway, holding a sign and pointing his thumb skyward. “To Jacksonville,” it reads, plainly indicating his intentions. Without a second thought, you keep driving and think of the hitch-hiker not once again.<\/p>\n

What if the scenario instead played out like this?<\/p>\n

It’s mid-December and you’re on a road trip through Florida. A man stands on the side of the highway, holding a sign and pointing his thumb skyward. “To Mom’s for Christmas,” it reads. Suddenly your heart swells, filled with memories of your own cherished holidays past, and somber thoughts of families around the world kept apart.<\/p>\n

Overcome by the emotion, you press the brakes and pull over on the side of the road, waving him in. Or maybe you still decide not to let a stranger in your car, but the memory of that man and his sign sticks with you long after.<\/p>\n

\"Sales
\nA few different word choices can make a massive difference in how your message or offer is perceived. This contrast, as depicted by a classic ad from Crispin Porter, highlights the tremendous impact of storytelling, even in its most minimal form. And it also points us toward unlocking the secrets of creating impactful B2B content experiences today.<\/p>\n

Revealing these secrets was the subject of TopRank Marketing CEO Lee Odden<\/a>\u2019s recent session at Content Marketing World 2022 in Cleveland. Here\u2019s a rundown of the recipe.<\/p>\n

3 Secrets to Creating B2B Content Experiences that Connect<\/h2>\n

The good news is that it\u2019s not so complicated. Mounting data surfaces three critical, and rather straightforward, priorities that must take center stage if you want your B2B content marketing programs and campaigns to thrive in the modern marketing environment.<\/p>\n

Facts tell, stories sell<\/b><\/h3>\n

This is the core content marketing directive illustrated by our hitch-hiker sign dichotomy. B2B marketing has long been stuck in the mode of serious business<\/i>: Selling with facts instead of stories. Pitching features instead of outcomes. Focusing on ourselves instead of our audience. We\u2019re kidding ourselves if we think sales is the only side guilty of this.<\/p>\n

There is of course a place for getting across the important details and promises of what your company provides, but in an ultra-crowded content environment (eMarketer once estimated there are 4.6 billion<\/i> pieces of content created each day) you\u2019ve got to earn the right to make buyers care, via experiences that break through.<\/p>\n

Stanford University found that stories are 22 times more memorable than facts<\/a>. Is it any wonder that, according to the latest Content Preferences Survey<\/a> from Demand Gen Report, 41% of B2B buyers seek content to share that tells a strong story<\/b> and will resonate with the buying committee?<\/p>\n

Not only does using stories as the framework for your B2B content help make the substance more cohesive, memorable, and shareable, it also \u2013 when done well \u2013 helps your audience relate and connect to it. \u201cStorytelling is the language of emotion,\u201d wrote Rooster Punk founders Paul Cash and James Trezona at MarketingProfs recently<\/a>. \u201cWhen you tell a story, you invite audiences to be in touch with their feelings, to get personally invested and to be swept along in the narrative. Great brands, like great stories, explore what makes us human.\u201d<\/p>\n

Indeed, research by Think with Google and CEB showed<\/a> that B2B buyers are 50% more likely to make a purchase if they connect to a brand on an emotional level<\/b>.<\/p>\n

\"50
\n\u201cUse emotion, storytelling, and soundtrack to grab attention in a way that will resonate with all category buyers and make the most of that earned attention by conveying a message that will link your brand to a specific buying situation,\u201d advises LinkedIn\u2019s Tyrona Heath<\/a>*, whose B2B Institute has conducted eye-opening research and analysis<\/a> around the measurable impact of emotional messaging in B2B marketing.<\/p>\n\u201cUse emotion, storytelling, and soundtrack to grab attention in a way that will resonate with all category buyers.\u201d \u2014 @Tyrona #B2Bcontent #storytelling #CMworld <\/a><\/span>Share on X<\/a><\/span>\n

Third-party content can be extremely powerful for planning<\/b><\/h3>\n

When it comes to shifting focus from your brand\u2019s solutions to your audience\u2019s wants and needs, there are obvious challenges at play.<\/p>\n

How do you truly know what they care about? How do you deliver legitimate value and add credibility to your message?<\/p>\n

According to Lee, the key lies in OPC: Other People\u2019s Content. Tap into existing tools, topics, and experts to elevate your brand beyond its own platform and resources. For example, you can:<\/p>\n