One of the best pieces of advice I received from a Director when I started my career was to always push for more creative storytelling – tying your clients into your own interests, digging into the persona and knowledge of your spokespeople, and always being on top of the news agenda.
So when I crossed paths with a spokesperson who was a subject matter expert on VR, I naturally made it my mission to land something around ABBAtars – the precursor to ABBA Voyage being officially launched. A spokesperson download call, pitch and byline draft later – and cue an op-ed in Huff Post (yes – this does show my age).
Since then, the media landscape has continued to shrink. This makes securing stories harder, but it also challenges us to raise the bar for storytelling even higher. Push for more creativity. For punchier opinions. And for more strategic narratives.
But what exactly does that mean? And how can B2B brands improve their storytelling to stand out?
- Lead with purpose, not product
Buyers want to understand your mission, not just your features. Stories rooted in purpose – why your brand exists and what problem it solves – build trust and emotional connection. This clarity makes technical details more meaningful and memorable.
Tip: Use a clear story structure like Problem–Insight–Solution to guide your narrative. It helps readers and journalists follow the journey and understand the value.
- Stay relevant and distinctive
Evergreen content has its place, but journalists are looking for fresh, newsworthy angles that offer timely relevance and original viewpoints. Hosting regular Point of View sessions with spokespeople helps uncover fresh angles and spicy opinions that challenge conventional thinking. This keeps your storytelling sharp and aligned with the current media agenda.
Tip: Establish context. Whether it’s a regulatory shift or a cultural moment, setting the scene helps your story feel urgent and newsworthy.
- Be selective with the news agenda
It’s tempting to jump on trending topics, but not every headline is a fit. Thoughtful storytelling means knowing when to comment and when to sit it out (Note, Simon English’s mailer “We need to talk about Taylor Swift”).For example, we helped Curam respond to The Carer’s Leave Act, Trend Micro comment on the BBC data breach and Creative ITC offer advice on the end of support for Windows 10 – each aligned with their expertise and audience. Relevance is key to credibility.
Tip: Avoid chasing headlines for the sake of visibility. Instead, focus on stories that reinforce your authority and add genuine value to the conversation.
- Make your customer the hero
Effective storytelling puts the customer at the centre. Highlight their challenges, the insight that reframed the problem, and how your solution helped them overcome it. This approach builds credibility and demonstrates real-world impact. This was our approach with AeroCloud, where we crafted a narrative around how legacy airport tech hinders growth and how their platform unlocks new revenue potential.
Tip: Tailor your story to different audience segments. Decision-makers care about different things, such as ROI, innovation, and trust, so adjust your framing accordingly.
- Use data to offer unique insights
In a crowded media space, proprietary data can be your secret weapon. Whether it’s platform metrics or customer insights, the most compelling stories show real-world impact. For example, we used WeArisma’s platform to analyse the rise of the ‘tennis core’ fashion trend around Wimbledon, landing coverage in Vogue Business. Data-driven storytelling gives you something no one else can offer.
Tip: Balance emotion with evidence. Use data to support your story, but make sure it’s anchored in human outcomes that resonate.
This isn’t an exhaustive list, but it offers a glimpse into how (when done well) storytelling helps brands connect with the right audiences, stand out in a crowded market, and drive meaningful results.
Want to explore how storytelling could work harder for your brand?
Email us at [email protected].
