As marketers increasingly solicit the help of internal and external content contributors to craft content that aligns with the customer journey, it’s becoming more challenging to manage the production process and ensure consistent messaging. Message blueprinting can help to increase the effectiveness of your contributors, while reducing the time, cost and effort of managing the process. The infographic and explanation below illustrates how to create a message blueprint that guides the production of B2B content marketing, while generating over 9 stories in the process.
Here is an example of a customer case study that I wrote for Silanis Technology that uses many of the storytelling techniques discussed in my previous post. It was originally used to guide Bob Catlin, the president of Signature Mortgage, in his presentation at Lotusphere 2011, an annual conference that IBM hosts for its Lotus customers and partners.
Telling an engaging and entertaining customer success story is easier than you think – especially if you tell the story from your customer’s perspective. The infographic below provides a practical guide for applying storytelling techniques, including 12 plot points tailored specifically for B2B storytelling. The key thing to remember is that your organization is not the hero. Your customers are. And so you must consistently tell the story from their perspective.
One of the goals of content marketing is to build trust among B2B buyers and C-level executives by positioning your company as a thought leader. The first step is to identify your area of expertise and determine how you will contribute valuable new insights to the topic. Stasis Theory is a great tool to help you establish your unique thought leadership position on a topic.