Corporate storytelling is nothing new. Presentations and books on telling a great story – opposed to shilling product – are abundant. But examples of brands doing it well are harder to find.
That seems to be changing, though. As content marketing and brand journalism takes hold, better corporate storytelling examples have emerged, especially in B2B marketing where sales cycles are long and the need to engage an audience is pivotal.
Seeing is learning. With that in mind, we wanted to point out some examples of B2B brands that truly get corporate storytelling.
Cisco has transformed it’s former News@Cisco site into “The Network”, a dynamic, constantly changing newsroom for topics like social media, collaboration, video and data. They’ve tapped journalists from top-notch media brands. And they provide lots of entertaining technology stories. The result is a full-fledged media platform that gives readers a reason to come back.
A big part of HSBC’s model is focused on global companies. It makes sense then that the bank’s Business without Borders platform is all about providing knowledge to companies who have or intend to expand internationally. The company licenses content from The Wall Street Journal and offers guides on specific topics. With that kind of partnership in place, they ensure great storytelling will live on their site.
A big part of the brand journalism story is curation. Intel is going full force into content curation with it’s recently launched iQ project. Besides the original articles Intel produces, the iQ platform uses an algorithm to identify the content employees are consuming by analyzing actions “likes” and retweets while taking into account recency and shares. The result is a media arm that curates based on Intel’s own staff.
General Electric is a massive company and a household name. Locked in its impressive history are a ton of stories. GE Reports breaks these out in the form of videos and articles. Some of these are downright fascinating histories, the kind you’d find in a business book. They also position the GE brand as an innovator.
Visit the Boeing site and you’ll find plenty of stories. The brand reveals how it tests and builds its products, not as a pitch but like a news story. And it works. Just check out the views on its YouTube video of testing a rejected takeoff. It’s the kind of storytelling that grips and engages.
Speaking of Boeing, the company’s communications director, Todd Blecher, will join MarketingProfs’s Ann Handley and myself will discuss brand journalism and how it’s impacting corporate storytelling in a free webinar Wednesday 8/22. Be sure to register now and bring your questions!