3 keys to mastering enterprise storytelling

Tip 1: Humanize your content

In the B2B tech space, decision-making involves multiple stakeholders, long sales cycles and complex buying processes. Enterprise storytelling was developed to create an emotional resonance with buyers, simplifying complex concepts and making your content more accessible as they move through the purchasing process. It makes abstract ideas more tangible, humanizing your offerings and differentiating them from your competitors.

Enterprise storytelling taps into both the emotional and rational sides of the brain to make your content more memorable and easier to understand. And in this era of information overload, enterprise storytelling cuts through the noise and engages buyers on a deeper level. Here’s how to do it:

• Identify your core audience. Before you begin, it’s crucial to identify who you want to reach — and gain an in-depth understanding of that audience. What challenges are buyers struggling with? Where are they on the buyer’s journey? How are they currently trying to achieve their goals? In this way, you’ll be able to write content that places buyers at the heart of the story, and demonstrate how they’ll achieve measurable outcomes in their key initiatives.
• Simplify complex ideas. Once you start developing your story, look for opportunities to break down complex ideas into digestible segments. Though your buyers are tech savvy, they’re also human, and too much tech jargon can cause them to zone out. Use analogies, metaphors, and simple, powerful language to relate technical concepts to something buyers can quickly visualize.
• Showcase real-world examples. Including real-life case studies in your content helps demonstrate the impact of your solutions for other customers. It makes your content more credible and shows how you’ve solved a problem in a tangible way.
• Create an emotional connection. Even though buyers are focused on logical and practical considerations, emotion still plays a key role in decision-making. This is where AI-generated content falls short. Use enterprise storytelling to evoke feelings of trust and help your audience envision their future success.

People buy from brands they connect with on a human level. According to research from Headstream, 55% of customers will consider purchasing from a company in the future if they love that company’s brand story, and 15% would buy from the company immediately.^[4]

By humanizing your content, you create compelling narratives that make complex topics more accessible, build emotional connections and drive conversion. Enterprise storytelling focuses on simplicity, emotional resonance and relevancy — engaging tech buyers and differentiating your brand from your competition.

Tip 2: Master the art of persuasion

Persuasion isn’t just about convincing a buyer to say “yes;” it’s about understanding the underlying triggers that influence human decision-making. Enterprise storytelling is a powerful tool you can use to captivate an audience and make your offering more compelling. Here’s how you can weave persuasion into your B2B content:

• Demonstrate your understanding of your buyers. Buying decisions are often made emotionally and justified logically afterward. Showing that you know what truly motives your buyers can give you the key to their decision-making process and steer you toward language that establishes common ground.
• Tailor a specific message. Persuasion is about crafting your message to resonate with tech buyers’ specific needs and concerns. When buyers feel like you understand their challenges and how your offerings will help them meet their personal goals, they are far more likely to be persuaded by your message.
• Speak directly to your reader. Not only does this help you get and hold their attention, it helps you keep your reader in mind as you develop your story. When you envision yourself in a conversation with a real, flesh-and-blood person, it’s easier to maintain the immediacy required for genuine connection.
• Provide evidence to build trust and credibility. No matter how strong your argument or how emotionally charged your appeal is, your efforts will fall flat if buyers don’t trust you. Evidence such as customer quotes, pertinent statistics and verified claims are the foundation of any successful persuasive narrative.

Enterprise storytelling is one of the most powerful persuasive tools. Skillful use of the art of persuasion in telling an enterprise story can bridge the gap between logic and emotion, making your content more memorable and impactful.

Tip 3: Build stories that scale across the buyer’s journey

Every technology purchasing decision starts with a buyer taking the first step along a journey — one that will help them identify their challenges, consider solutions, make a decision and reflect positively on the outcome. When you thoughtfully scale your marketing content across each stage of the buyer’s journey, you deliver the right message to the right person at the right time. Enterprise storytelling allows you to tailor your core messaging to these different stages and deliver one continuous, connected campaign. For example:

• Awareness stage: At this stage, buyers are just beginning to conduct research about their challenge or problem. This is where you use enterprise storytelling to connect with them on a human level, creating a sense of empathy and offering suggestions for their problems. Sharing industry expertise and insights through infographics or videos is a great way to build credibility and demonstrate that you’re there to help.

Hitachi uses nurture cards to make new customers feel part of the family and drive them to peer-to-peer conversations and speaking engagement opportunities.

Harnessing the power of concise, impactful and connected content across the buyer’s journey can transform fleeting observations into lasting impressions — increasing your ability to turn buyers into brand advocates. Using enterprise storytelling across the buyer’s journey makes this process easier and more effective.

A practical guide to evaluating enterprise storytelling marketing content

How do you know if your marketing content is hitting the mark when it comes to enterprise storytelling? We use our proprietary StoryOne enterprise storytelling process to ensure that every piece of content meets these high standards. Here’s a breakdown of key criteria to consider:

• Emotional Resonance: Does your story evoke an emotional response? Consider the type of asset: Is it meant to inspire, excite or provide a sense of calm? Do the graphics and design complement and amplify the emotional message?
• Motivation: Does your story inspire action? Does your content nurture leads down the marketing funnel? Does it spark curiosity and encourage further engagement?
• Appropriateness: Is your story reaching the right audience at the right time? Is the content relevant to their needs and their stage in the buyer’s journey? Does the format of your content align with the story and its objectives?
• Connection: Will your story be remembered? Does it create a connection with the reader, making them feel seen and understood?
• Value: Does your story provide genuine value? Does it educate, empower or offer a new perspective? Does it leave the reader feeling better informed and equipped to make decisions?
• Credibility: Is your story accurate and trustworthy? Does it showcase your expertise and thought leadership?
• Narrative Devices: Do you employ imagery, symbolism or surprise to enhance your narrative? Is your language engaging and impactful, especially in headlines and calls to action?
• Basic Writing Skills: Is your story well-written, clear and concise? Is it free of grammatical errors and typos?