The Marketing Millennials 276 - Can You Use Fiction In B2B Marketing? A Chat With Ian Faison.
Sep 4, 2024
Ian Faison, an expert in the intersection of fiction and B2B marketing, delves into how storytelling can revolutionize marketing strategies. He discusses the concept of edutainment, emphasizing the need for engaging fictional content that resonates with audiences. Faison cites a successful murder mystery podcast as a prime example of captivating storytelling. He also highlights the importance of treating content as a product tailored to audience needs, advocating for a blend of entertaining series and targeted messaging. Humor and personalized content are key themes in modern B2B marketing.
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Edutainment Graph Reveals Content Gaps
- Most B2B content sits low on both education and entertainment, so it rarely breaks through.
- Plot content on an 'edutainment' graph and aim for the top-right quadrant to create memorable work.
Murder In HR Was A Risk That Paid Off
- Ian pitched fiction to CMOs and Jim Pass (now Wellhub) greenlighted Murder in HR starring Kate Mara.
- The show reached 1.2 million listeners in season one and won awards, proving fiction can work in B2B.
Fiction Lets You Control And Heighten Stories
- Fiction lets B2B marketers tell stories they can't share publicly and control narrative outcomes.
- Heightening scenarios (e.g., a company that's actually a front for assassins) makes HR lessons memorable.