Meet your new marketing superpower: Storytelling

By allison PhippsInsights, Strategy

We believe storytelling is more than a buzzword — it’s a strategic imperative. From Fortune 500s to growing startups, companies that lean into authentic, well-crafted stories aren’t just communicating — they’re forging deep connections.

Why is storytelling in marketing so important?

Humans are wired for story. Neuroscience confirms it: when we hear a compelling narrative, our brains release oxytocin, the empathy chemical. Stories engage more of the brain than data alone. That’s some mighty powerful biology that should not be overlooked.

Storytelling: where emotion and connection collide

If music is the language of love, then storytelling is most certainly the language of emotion, especially when executed well. Stories reflect a genuine understanding of your audience that goes far beyond features and benefits. When you share their ambitions and frustrations, you build deeper engagement and lasting affinity. Employees and customers are your brand’s most important storytellers. When they feel connected to something meaningful, they engage more fully, and all that goodness is bound to come full circle.

There’s not just one way or one time when storytelling is clearly the answer. There are many opportunities to incorporate storytelling into your communications.

Ready to tap our team’s expertise?

Submit this form to schedule a consultation, or contact Don Poe directly at 303-449-6086.

Brand-Level

Big, bold vision pieces
(videos, keynote talks, internal hype)

Unlocking Success: A Medtronic Case Study NICU Oxygen Monitoring

Campaign-Level

Messaging aligned to audience and channel
(account-based marketing, social media, digital)

Tactical-Level

Grounded, real-world storytelling
(case studies, testimonials, podcasts, blogs)

Storytelling helps companies:

Create deeper emotional connections

Make messages more memorable and meaningful

Translate complex ideas into relatable narratives

Inspire action and build advocacy

Resist the temptation to “sell”. Storytelling is about connecting on a deeper level. Invite your audience into a journey they care about.

How to use storytelling in marketing

Start with the “Why”

Simon Sinek’s Golden Circle isn’t just a TED Talk—it’s a roadmap. Begin with purpose. Why does your brand exist? What beliefs drive your team? We explore this framework in-depth in The Golden Circle, where we show how clarifying your “why” transforms messaging, defines a clear sense of purpose, and sets the foundation for every great story.

Make the customer the hero

Too often, brands cast themselves as the star. But the real hero is your customer. Position yourself as the guide, the Obi-Wan to their Luke.

Pro-Tip: This customer-centric storytelling approach is one of our most popular strategy pieces.

Show, don’t just tell

Incorporate visual storytelling through video, photography, and infographics to bring your narrative to life. HubSpot found that visual content is 40x more likely to be shared on social media. And it’s not just about virality—it’s about clarity and impact.

Use authentic voices

Real customer stories (a.k.a. testimonials or case studies) carry more weight than any ad copy ever could. Think of these as proof points in narrative form that help craft your customer storytelling. Let your audience see themselves in your success stories.

Embrace conflict and resolution

Great stories involve a challenge or transformation. Don’t shy away from the struggle. Show how your brand or products help customers overcome real obstacles. That’s where trust is built.

Real-world wins: B2B & healthcare storytelling in action

GE Healthcare:

Featuring real patients, clinicians and employees, GE connected the power of healthcare to transform lives in their “Care That Can” campaign.

Salesforce:

Customer success stories portray transformation in relatable, narrative form.

3M:

Their “Science Applied to Life” campaign connects innovation with real-world applications.

Let video be your best storyteller

Video combines visual, auditory, and emotional elements to fully immerse your audience. That makes it one powerhouse of an effective tool in your communications toolbox. Unlike static content, video can convey complex narratives quickly and memorably by blending compelling visuals, music, dialogue, and pacing.

Best storytelling techniques for businesses

Need a springboard for your storytelling initiatives? Start your next brainstorm using one or all of these techniques.

Follow the classic story arc (setup-conflict-resolution)
Build detailed customer personas that include psychographics to inform your storytelling
Tap into universal themes, for example, transformation, belonging, or perseverance
Consider episodic content to sustain engagement

Studies show that viewers retain 95% of a message when delivered via video compared to only 10% when reading text, making video an essential tool for brands looking to leave a lasting impression.

Videos earn MVP status when it comes to your social media, where algorithms prioritize video content, and consumers are more likely to engage, share, and act after watching an emotional or inspiring story. From brand anthems to product explainers to leveling-up text-based customer testimonials, video can bring your story to life in a dynamic, authentic, and scalable way.

In an age of algorithms, storytelling is your company’s human heartbeat. It turns messages into movements and customers into advocates. We’ve spent over 30 years helping companies uncover and share the stories that matter most. From high-tech to healthcare, we know how to bring your message to life. Watch this reel for a taste of our past work.

The AI factor: Storytelling in a tech-driven world

The rise of AI has raised valid questions about the role of human creativity in marketing. But the truth is, technology can’t replace storytelling. In fact, it may very well amplify it.

Generative AI may handle data and draft content, but it lacks the human insight to craft truly meaningful narratives. We believe that AI won’t replace storytellers. Instead, it has the ability to empower our storytelling capabilities. In this AI-enhanced world, the brands that win will be those that can pair technology with empathy and facts with emotion. We can expect automation to optimize the delivery, but only genuine, authentic storytelling can humanize the message.

Soft skills like empathy, communication, and critical thinking are more valuable than ever. AI might automate tasks, but it can’t replace the uniquely human skill of storytelling.

Ready to tell your story?

Our strategists, writers, and content creators are ready to help you bring your story to life. Contact us to get the ball rolling.

Ready to elevate your messaging strategy?

Submit this form to get started, or contact Don Poe directly at 303-449-6086.

April 24, 2025

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The hidden value of B2B webinars: content ripe for re-purposing

By sonal sighInsights, Strategy

A webinar is exactly what will resonate with your target audience. Now, make sure you get the most out of it, by multiplying the use of the content through social media, blog posts, and broader network usage.

Putting together a webinar or other online event is a big job. So it’s understandable that you want to make sure your hard work really pays off in leads, sales, and engagement. Good news: Webinars were chosen by B2B marketers as last year’s most effective content distribution channel (a two-way tie with in-person events). They really do work!

We can’t help but wonder if marketers are making the most of those webinars. 37% of B2B marketers say they struggle to repurpose content. Reusable content is the hidden advantage of webinars. If you’re not making the most of it, you’re simply not getting the most bang for your webinar buck.

Planning ahead when repurposing webinar content

Here’s what our team considers as we build future reuse into every stage of a webinar plan.

Ready to tap our team’s expertise?

Submit this form to schedule a consultation, or contact Don Poe directly at 303-449-6086.

Outline

Pinpoint the messages you want to emphasize in your marketing and sales communications. Can you build your webinar outline around them? Webinars with a structured format and clearly defined sections are easiest to re-purpose.

Create a breakpoint for each section. Ideally, each topic can then be extracted into a shorter video and/or audio track that can be reused as a lead magnet, distributed on social media, and other areas to reuse the material.

PRO TIP: A tight outline helps ensure that everything you want to cover gets covered.

Visuals

Keep reuse in mind when designing the presentation. It’s far easier to design shareable versions of diagrams, statistics, and other visuals during the webinar creation phase instead of afterward.

Script/Speaker notes

Provide pre-written lines that the host and other speakers will use to:

Describe key visuals used on screen
Set up each transition by announcing the new topic or direction
Repeat audience questions before providing a response

This kind of strategic hosting sets you up for success for smoother video or audio-only reuse.

PRO TIP: Providing verbal descriptions and transition support helps all participants track the structure of the webinar and retain what they’ve learned. Plus, it’s especially helpful for visually impaired and neurodivergent attendees, and auditory learners.

Registration

During the sign-up process, let attendees know that the webinar will be recorded and transcribed for future use. Some people may prefer anonymity, so it’s good to provide an option for “anonymize my name/face.”

PRO TIP: Major webinar platforms such as Webex, Zoom, and Microsoft Teams offer real-time transcription via AI. These tools provide a solid headstart for creating blog posts, articles, and infographics on key topics.

Extend your network

You’ve got a win-win situation on your hands when experts from outside of your company join in on the conversation. If you have a subject matter expert (SME), key opinion leader (KOL), a client providing a case study, or any other outside guests, now’s the opportunity to expand the reach of your message.

These KOLs and SMEs have their own networks that you can tap to improve webinar attendance and engagement. Prior to the webinar, create marketing materials (e.g. social media posts, blog posts, email announcements) for external contributors so they can connect with their networks in advance.

After the webinar, create video clips, social media and blog posts for your guest to post. This is one more opportunity to reach a wider audience with your materials.

Every guest will love having ready-to-go content. You’ve taken a burden off of them and they will love to re-use your material.

Repurpose webinar content for the biggest ROI

After the webinar, careful planning can really pay off, with repurposable content in video, written, static visuals, audio and bundled formats.

Video

Edit the webinar video into smaller clips. Each section offers content you can repurpose into on-demand mini-webinars, YouTube or Vimeo videos, social media assets, website or landing page content, and more.

Edit and polish each segment for maximum engagement, even if you plan to offer the full webinar video as an on-demand experience. Look for opportunities to capitalize on the unexpected. Were there any particularly interesting questions? Did someone’s cat interrupt? (Blooper video, anyone?) Smaller “chunks” of video content from your webinar can become compelling (or simply humorous) assets for a social media post or event recap.

Static visuals

Remember those shareable visuals we designed during planning? Now’s the time to use them in social media posts, infographics, web content, and more.

Written assets

Start with the transcript and slides. Edit and format them into an eBook for your next content marketing campaign. Send a copy to participants in a follow-up email and use that opportunity to continue the connection. Or consider a blog post highlighting key takeaways or exploring related topics (with a link to the on-demand webinar for those who couldn’t attend).

Audio

It’s easy to extract the audio from your webinar video and then use it to create a podcast episode (or two). Leverage bite-sized audio clips over animation to create all-new video content.

Bundled content

Boost your sales team’s toolbox and help them nurture leads by packaging up that on-demand webinar with helpful supplemental resources.

Webinar development and support made easy

Our experienced team of strategists and content creators can help you develop the perfect plan, create a visually exciting webinar, execute it seamlessly, and then repurpose it into a range of valuable assets.

Like all of our work, we approach webinars with a healthy dose of curiosity and enthusiasm. How can we make your content perform better? How can we craft the most engaging experience for live attendees and an on-demand experience? How can animation bring complex content to life? The possibilities are endless, and we can’t wait to get started.

Ready to elevate your messaging strategy?

Submit this form to get started, or contact Don Poe directly at 303-449-6086.

March 25, 2025

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Strategy and Messaging: The dynamic duo for engaging B2B communications

By sonal sighInsights, Strategy

A messaging strategy is the starting point for effective communication in a company. It forms the basis for branding and campaigns, and equips teams with clear direction. Developing a messaging strategy is often the first stop on the communications development journey. Without it, you may be missing the best opportunity to arm your teams for success.

Why is message strategy important?

There you are. In a typical meeting on a typical day and the team decides they need a brochure. A video. A social campaign. Some kind of tactic to solve a short-term problem. It can be hard to resist diving right in at that moment. Instead, it’s wise to take a step back to determine your messaging strategy. The benefits of a strategic approach can provide value that will help with that all-important tactic AND all the tactics that will follow.

Ready to elevate your messaging strategy?

Submit this form to get started, or contact Don Poe directly at 303-449-6086.

Top five reasons why a messaging strategy drives B2B success

Align your organization

When everyone sings from the same songbook, the story, message, and call to action are crystal clear. By providing the guiding principles, templates, and approved messaging to cross-functional teams (Sales and marketing teams—we’re looking at you!), you make it super easy for them to integrate it across all customer touchpoints. That’s music to everyone’s ears.

Resonate with target audiences

The more you know about your target audience’s needs, pain points, goals, and buying journeys, the more likely you are to capture their interest. Start with deep research. Then, use that insight to craft a truly compelling value proposition that clearly differentiates your position in the market.

PRO TIP: Be open to seeing your target audience with fresh eyes. They may look different today than how you viewed them in the past.

What’s your “Why?” Learn how to take a customer-centric approach to messaging.

Drive desired outcomes

Clear and consistent messaging focused on your core value propositions reduces friction in the buyer’s journey. Now, you can seamlessly engage from awareness to purchase through a strategic narrative tailored to their needs. Just watch those conversion rates soar.

PRO TIP: Learn about the importance of a Key Messaging Guide.

Build your credibility

Dial in your messaging so that it rings loud and clear across all your communications. Not only does this strengthen your position in the market, but it also carves out your thought leadership space and nurtures long-term partnerships.

Measure and evolve

Your messaging is not a one-and-done exercise. A documented strategy allows you to set benchmarks, measure impact, and continuously optimize it for better results.

By developing and adhering to a comprehensive messaging strategy that puts the customer first, B2B companies can ensure that all communications are focused, compelling, and aligned with their goals, ultimately driving better marketing ROI and business growth.

Let’s talk

See how our experienced team of messaging strategists can elevate your marketing strategy and messaging.

Ready to elevate your messaging strategy?

Submit this form to get started, or contact Don Poe directly at 303-449-6086.

March 14, 2025

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Powerful Messaging Part 1: This Is Your Brain on Stories

By allison PhippsInsights, Strategy, Video

Powerful Messaging Part 1:
This Is Your Brain on Stories

A challenging task. A scary moment. Or embarrassing experience. We’ve all had those times where, afterward, we think “At least I got a good story out of it.” But what makes a story a good story? And why are good stories important when it comes to B2B marketing?

Watch our video to find out.

Have you ever had something happen that was really, really challenging, scary, embarrassing or that was just a plain outright disaster? Then once you got past the crisis you ‘put lipstick on the pig’ by saying “well at least I got a good story out of it.” We’ve all done that… Right? Well, it turns out that there is a good reason for that.

Researchers at Harvard have discovered that literally one of the most important things human beings need for survival is well … a good story. In his essay collection Three Uses of the Knife, David Mamet talks about the “perfect football game.” He argues that the perfect game isn’t one where one team dominates the other, taking the lead early and never looking back. The perfect game is when both teams are evenly matched. Each takes the lead from the other throughout the game with the battle for the win determined as the final seconds on the clock run out. Tension. Drama. That’s actually what makes the perfect game. And that’s what makes a perfect story.

(Part 2 – Who’s the Hero)

The Harvard studies found that character-driven stories cause oxytocin synthesis and that character-driven stories with emotional content caused people to not only understand key points better, but also to recall these points even weeks later. Oxytocin, you may have heard, is one of the ‘feel-good’ chemicals that our brain produces. It’s been called the ‘love hormone.’ The amount of oxytocin produced predicted how much people were willing to take action, cooperate, or help others. It helps us feel empathy. Now another chemical is also at play when we encounter a good story – cortisol. Neuroeconomist Paul Zak found that cortisol – our ‘stress hormone’ – is released when we encounter the tense moments in a story. Since cortisol is part of our fight, flight, or freeze response it helps us focus. So when we hear a good story… cortisol helps us focus and oxytocin prompts us to feel good about the message and take action. That’s why we all like a good story and remember them.

(Part 3 – The Golden Circle)

Of course in order to motivate action, a good story has to also keep our attention – something that is in short supply in our overstimulated brains. Successful stories do just that. They create tension and inspire the audience.

Check out our next blog post to learn more about what it takes to create a successful story.

Ready to power up your messaging? Get a free consult.

Call Don Poe at 303-449-6086 or email don.poe@peopleproductions.com, or fill out the form below and we’ll contact you.

September 25, 2024

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