How to Create Content Your Audience Can’t Ignore

Great B2B marketing is about creating content that speaks directly to the challenges that keep your target audience awake at night.

If you’re targeting founders, CEOs or senior management in B2B, what do they all want? Business growth.

Therefore, if you create inspiring business growth stories about their niche, you’re guaranteed to generate engagement.

The Power of Growth Content

Consider a founder of a recruitment business aiming to grow from £500K to £2M ARR. They would be captivated by a story detailing how a similar recruitment company achieved their goal, for example, how they:

• Implemented effective sales strategies.
• Overcame operational challenges.
• Expanded their marketing reach.

This is exactly the type of content that this target audience wants to read.

Transforming Case Studies into Engaging Narratives

Traditional case studies often focus narrowly on the benefits of your solution, making it lower funnel content. Transforming case studies into business growth stories moves the campaign higher up the funnel, resulting in more engagement as it is less salesy.

Try rewriting some of your case studies into comprehensive stories that:

• Introduces the company’s initial challenges.
• Details the multifaceted strategies leading to growth, such as team expansion, sales and marketing functions, process optimisation, and market penetration.
• Towards the end of the growth story, mention your solution as a pivotal element in their success journey.

This approach offers a more genuine growth story, making the narrative more relatable and inspiring, as opposed to a case study, which is obviously trying to get the reader to buy something.

Webinars: The Ideal Platform for Growth Stories

Hosting webinars featuring client interviews allows for an in-depth exploration of their growth journey. Structure the webinar to:

1. Set the Stage: Discuss the client’s starting point and initial hurdles.
2. Outline the growth achievement. Where is the company now? How has the revenue and/or headcount grown?
3. Explore the Journey: Delve into strategies across hiring, sales, marketing, operations etc.
4. Highlight Your Solution: Let the client share how your product contributed to their success.

This format fosters authenticity and genuine value while gradually introducing your solution towards the end.

Examples of SaaS Businesses Excelling in This Approach

HubSpot hosts webinars where customers share their experiences, focusing on overall growth and how HubSpot’s tools facilitated their journey.

Shopify showcases stories of entrepreneurs who have built successful online businesses, emphasising various aspects of growth and the role of Shopify’s platform.

Zapier offers webinars featuring customer stories highlighting automation’s role in scaling operations, with customers discussing their comprehensive growth strategies.

Sharing growth stories not only engages your audience but also positions your brand as an integral part of their potential success.

By focusing on the client’s journey and subtly integrating your solution, you create content that educates, inspires, and maximises engagement.

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By Ryan James

Founder @ Rocket SaaS