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.
39:35
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Quick takeaways
- Balancing education and entertainment through creative content, like fiction, can significantly enhance engagement in B2B marketing.
- Serialized content fosters ongoing audience interest and loyalty, enabling brands to stand out by providing value beyond traditional marketing approaches.
Deep dives
The Concept of Edutainment in Content Creation
Content plays a crucial role in marketing, extending beyond traditional formats to include podcasts, blogs, and ad copy. The edutainment graph illustrates the relationship between the educational and entertaining value of content, encouraging marketers to produce materials that rank high in both areas. The goal is to create content that is not only informative but also engaging enough to captivate the audience, thereby increasing retention and interest. By plotting existing content on this graph, marketers can identify where improvements can be made to elevate their materials from being dry and uninteresting to becoming more impactful and enjoyable.
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