Welcome to Day 4! By now, you understand what storytelling in marketing is, understand what makes a compelling story, and you’ve crafted the foundation of your brand’s story.
Today, we’ll show you how to adapt and amplify that narrative across the channels your B2B audience uses most, so your message is consistent, relevant, and impactful everywhere it appears.
Why Channel Matters
Different platforms have different audiences, expectations, and formats. A story that works brilliantly on your website might need refining for LinkedIn or email. Effective storytelling means adjusting your narrative for each channel without losing its core message.
How to Tell Your Story Across Key Channels
1. Website
Do: Use your “About” page to share your origin story and values. Highlight client success stories as proof of impact. Always consider SEO best practices when creating content for your website.
Don’t: Overload visitors with jargon or lengthy blocks of text – keep it concise and engaging.
2. Email Campaigns
Do: Personalise stories for different segments. Start emails with a relatable scenario or customer journey.
Don’t: Make every email a sales pitch; focus on building trust and value through real stories.
3. Social Media (LinkedIn, X, Meta)
Do: Share bite-sized narratives, such as quick wins, lessons learned, or behind-the-scenes moments. Use visuals to boost engagement.
Don’t: Post only generic company updates – let your brand’s personality and people shine through.
4. Video Content
Do: Use video to bring stories to life. Feature client testimonials, founder interviews, or day-in-the-life snapshots.
Don’t: Rely solely on animation or stock footage; authenticity resonates more.
5. Case Studies & Whitepapers
Do: Structure these around the hero-challenge-solution-transformation template. Include measurable outcomes.
Don’t: Turn them into product brochures; let the customer’s journey take centre stage.
Key Takeaways for Today
- Every channel offers unique opportunities to tell your story and adapt your content while keeping the narrative consistent.
- Authenticity and clarity are more important than perfection; people connect with real stories and real results.
- Channel-specific storytelling builds trust and increases engagement with diverse B2B audiences.
Reflect & Prepare
Review your current marketing channels:
- Where is your brand story being told well?
- Where could it be clearer or more engaging?
- Pick one channel to update this week with a refreshed story-driven approach.
