Get creative with your B2B content

There’s this myth going around that B2B companies are totally vanilla in their marketing and communications. As storytellers our job is never to play it safe.

There’s this myth going around that B2B companies are totally vanilla in their marketing and communications. As storytellers our job is never to play it safe.

I’ve always been a fan of seemingly odd juxtapositions.

Chuck Taylors and pearls. Fried chicken and waffles. Gifs in a work email.

So when I hear from B2B brands that they’re “too boring” or “have to play it safe”, I refuse to take it at face value.

There’s this myth going around that B2B companies are totally vanilla in their marketing and communications. It’s time to set the record straight.

Telling tales

I’ve spent a considerable amount of time going around the B2B marketing block. I’ve seen (and written) my share of whitepapers, e-books and industry reports. They’re not bad content assets, but they shouldn’t be used as crutches for mediocre storytelling.

Don’t get me wrong, I’ve absolutely been guilty of leveraging corporate speak to implement a transformative paradigm in a 5,000-word whitepaper. By doing so I’ve learnt the hard way that B2B doesn’t mean a free pass to delivering boring, uninspiring work.

As storytellers our job isn’t to play it safe. We use information to invoke emotion, which is never cut and dried.

Boring 2 Brilliant

The B2B buying process is an especially emotional journey. It takes time, requires significant investment, and could seriously affect a business’s overall performance. Marketers allowed to play in this space have the chance to win hearts and minds with memorable, valuable content.

Think of how HP’s campaign “The Wolf” made printer security a top priority for businesses.

How “A Snowball’s Chance in Hell” told the world that GE is a company that can make the impossible possible.

Or how MailChimp’s “Did You Mean MailChimp?” campaign showed us what’s in a name that doesn’t take itself too seriously.

These B2B brands aren’t afraid to take risks or have fun when it comes to storytelling.

You don’t have to be a multimillion dollar company or spend blockbuster fees to be a successful B2B marketer. A buying committee is still comprised of people and, ultimately, that’s who we need to speak to.

So the next time you’re developing a B2B campaign, ditch your preconceptions in favor of some good old fashioned, human-centric storytelling.

Not sure how to get started? Get in touch. I’d love to explain more (over fried chicken and waffles, of course).

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