In our January Predictions post we listed the concept of collaborative storytelling as an upcoming trend to watch within B2B. As we've already seen such positive effects for our own clients, we decided to elaborate:
The B2C marketing world has been using collaborative storytelling as a device to create a more meaningful connection with their target audiences for a while now. There have been three movements in terms of marketing relationships, the first was a one way street between the producer and consumer and this was crafted during the golden age of advertising in the 50s and 60s and this was the lay of the land for a long time.
Social media, the freedoms that come along with online authorship and the compare the market culture brought about a shift in the consumer paradigm. Potential customers were no longer taking the word of the producers as gospel and it became commonplace to refer to blogs/vlogs, review sites and social media as consumers started on their multi-touchpoint journey towards purchase. Brands followed suit and started to advertise with the help of online influencers through sponsored social media and blog posts.
A third shift is being seen in the work of the more astute advertisers towards a collaborate content creation paradigm where not only are the producers and the influencers invited to the party, the consumers themselves are a main facet of the content.
A huge lesson can be learned from this paradigm shift and applied to B2B. We work with our clients to really think about the companies they work with. We encourage them to ask their partners not only for feedback and testimonials but to push for site visits to create video and image-based content.
In an effort to really bolster their authority within their sector we also advise on deeply collaborative reports, thought pieces and white-papers with their existing clients. This not only brings about a deeper connection with existing customers, it shows potential clients, and everyone else in the industry, that they really trust and care about what their clients have to say.
If you're interested in pushing the boundaries of your B2B content marketing and are looking for a strategic partner, please get in touch.