By: John Bowes, Senior Account Manager
The Nobel Prize-winning physicist Richard Feynman once said: “Nearly everything is interesting if you go into it deeply enough”. It’s a mindset that can be enormously helpful when thinking about B2B PR content. Addressing an audience of decision-makers within businesses often involves dealing with technical subjects and complex products and services. On the face of it, these can seem somewhat dull or esoteric.
But, by getting to the heart of the topic, and demonstrating how any given product, service or strategic approach can bring real benefits to a business, even the most seemingly mundane topics can be made compelling.
The key is in how the story is told.
The art of good B2B storytelling is cutting through the technical detail to find the human impact, the innovation, and the bottom-line effect of a product or service. For example, instead of simply listing the features of a new software tool, a compelling B2B PR piece would tell the story of a business that transformed its operations and achieved remarkable results by deploying it.
Another approach is to ‘zoom out’ and show the audience where any given innovation sits in a broader context.
The latest piece of industrial equipment might achieve a two per cent increase in efficiency over the previous generation. Not exactly something to write home about, you might think. But how does its performance compare with processes 20 years ago? Is there a bigger story to be told about industry-wide progress and innovation for which this is a perfect illustration? And what would be the overall impact of that marginal increase across a whole industry running all year round?
Telling a gripping story requires creativity and a solid understanding of the business in which your audience operates. It's about finding the things that matter most and presenting then in a way that addresses the needs, challenges, and interests of the people you’re aiming to reach.
Whether this is through case studies, white papers, blog posts, or press releases, the goal is to make the content not just informative, but also compelling. It's an all-too-common misconception is that B2B content must be dry and formal to be credible.
This ignores the fact the sole aim of PR content is to engage with and influence other human beings. And, now that we’re all constantly bombarded with information, this is more of a challenge than ever.
Being boring simply isn’t an option. Thankfully, Feynman's insight reminds us that, with the right way of thinking, and by taking time to understand the underlying issues, even the most technical B2B topics can be transformed into captivating stories.
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