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Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. We’ll send updates to paid registrants as the agenda is finalized.

Use Serial Storytelling to Drive Demand for Complex Solutions

Ardath Albee  (CEO, Marketing Interactions Inc.)

Pass Type: All Access, Main Conference Plus - Get your pass now!

Session Type: Workshop

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

The traditional way of nurturing is to continuously provide prospects with information to help them evaluate and choose your solutions. This results in a lot of content buyers say is “high quality” but not compelling. It’s not working. More customers are sticking with status quo than are choosing to change.

Whenever you see examples of storytelling in B2B they are usually related to a campaign or a video—often one piece of striking content. But that’s not enough to get the job done. If your buyer’s process takes 6 to 9 months and requires 12 content assets to move the deal forward, one compelling piece won’t get the job done. It’s also selling your hero (buyer) short.

Serial stories build the case for change, remove the doubt, show your hero how to mitigate the risks and slay the naysayers. They help your buyer command consensus and activate change as a preferred and achievable course of action focused on a vision of the future that’s been out of reach until now—with your help. Story frameworks give your buyer the starring role…and a lot of stage time.

Choose to flaunt tradition to get the job done with serial storytelling.

Takeaway

In this hands-on workshop, you’ll:

  • Learn why buyers are wired for story and how to use stories to generate opportunities
  • Choose buyer insights that define characterization and plot for your stories
  • Build a Serial Storytelling Framework so you can drive greater demand for your solutions



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