Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Soapbox: Here’s why B2B should get better at episodic storytelling

Soapbox: Here’s why B2B should get better at episodic storytelling

It's time for brands to build on others' success by presenting their own stories as episodes to keep audiences coming back for more.

Erin Craft on January 13, 2020 at 2:53 pm | Reading time: 3 minutes

Trends in storytelling generally stem from media and entertainment. Once these early adopters demonstrate success, edgy B2C brands borrow with pride. Then, B2B players catch on and test the tactic for themselves.

And so it goes with episodic storytelling. Streaming services and premium television publishers are purposefully presenting stories as episodes to keep audiences coming back for more. It works for Disney+. It works for B2C brands. And, as more marketers are beginning to realize, it works for B2B brands.

Episodic content is a familiar tactic among audiences and drives tremendous engagement. You need to:

  • Deliver high value in a shorter than usual timespan. You want your audience to think, “That was interesting, and it didn’t take too long,” and they’ll be willing to come back for more.
  • Provide a clear call-to-action at the end of the series. If you have asked someone for this much of their time, and they have cared enough to give it, be clear on what should happen next.
  • Think about why you love your favorite series. You can’t get enough of “The Mandalorian” because you are invested in the characters. A nonfiction narrative usually works better than a made-up story for B2B brands, but you can still use storytelling best practices. Establish strong character bonds so people are invested, and end episodes with unanswered questions – cliffhangers – but don’t forget to resolve them quickly.

Episodic storytelling could mean the continuation of the same plotline, or serial storytelling like “Black Mirror,” in which each episode introduces new characters. Either way, quality, character-driven storytelling will reap the best results. Tips for success include:

  • Let go of fear! Trust that your plot and your characters will deliver real value.
  • Learn from B2B brands that are doing this right. MailChimp’s animated series, “Outer Monologue,” Intel’s drone and AI series, “Preserving a Legacy” and Zarius’ “Marketing Unboxed” are good examples.
  • Think beyond video. Episodic storytelling works in virtually all mediums, including blog posts and podcasts. In fact, B2B podcasting will explode in 2020.

All brands will need to morph into media companies if they want to survive. B2B marketers may be hesitant to try episodic storytelling, but I have seen content fail because the story was delivered all at once when it would have been better told in installments. Audiences like episodic storytelling and it is time for B2B marketers to master it.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Google favors helpful content over search engine-first in new update
    PGA TOUR transforms fan experience, analytics and customer feedback
    Work in Progress Limits: Getting started with the Agile Marketing Navigator
    Amazon decision to use Nielsen is big boost for beleaguered rating service
    TransUnion partners with Canvas Worldwide to boost omnichannel CX

About The Author

Erin Craft
Erin Craft is vice president and managing director of strategic creative at Centerline Digital. She double-majored in business management and microbiology, so, naturally, she took a year off after college to focus on photography and work with horses. When she decided field research wasn’t for her, she found the perfect place for a scientific mind who admired a well-told story at Centerline. Over a decade later she continues working to master marketing at the intersection of technology and humans. Erin relishes the daily opportunity to switch between right- and left-brain approaches to solve communications challenges from a variety of different angles. With her unique blend of experience, an eye toward creativity, a tight grasp on budgetary concerns and old-fashioned common sense, she guides accounts to measurable success.

Related Topics

B2B MarketingCustomer & Digital Experience

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.