The Business Storytelling Podcast
720: How to connect business storytelling to revenue
Feb 24, 2025
Sheri Otto, a growth strategist for B2B tech businesses, shares her expertise on aligning storytelling with revenue generation. She emphasizes the importance of purpose-driven content and how AI can enhance data analysis. Sheri highlights the overlooked middle funnel opportunity and discusses strategies for re-engaging dormant contacts to drive revenue. With insights on setting realistic timelines for content ROI and the value of repurposing content, her practical approach paves the way for achieving real results in business storytelling.
23:59
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Quick takeaways
- Effective content creation must focus on strategic purpose to enhance engagement and drive potential revenue across the marketing funnel.
- Leveraging AI for data analysis, rather than just content generation, allows businesses to tailor campaigns to audience preferences and behaviors.
Deep dives
The Importance of Purposeful Content
Creating content that drives real results requires a strategic focus on its purpose throughout the entire funnel. Each piece of content, whether a blog, social media post, or email, serves to communicate a story that shapes audience perception and engagement. Emphasizing demand generation, it is crucial to ensure that content captures the attention of potential buyers effectively—beyond mere publication. Organizations often miss opportunities by failing to align their messaging with specific audience needs, which can result in lost revenue and engagement.
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