The discipline is notoriously tough, particularly for professionals tasked with creating content around products or services with limited appeal. As Brooke Howell points out, “it can be hard to get a conversation started by business customers or create viral appeal.” However, it’s not impossible and there are most definitely companies who’ve nailed it. We’ve shared insights into the best work of a few favorites: Cisco Cisco’s content marketing is so good, it’s become the stuff of legend among content marketers.
This company that manufactures networking equipment doesn’t just tell tales that B2B decision makers Iran WhatsApp Number Data want to read, they’ve invested in telling them well and often: , cleverly named “The Network” revolves around frequently-updated news stories on technology, written by some of the world’s brightest journalists. Each of these well-researched and compelling stories about the intersection of business and technology contributes to the larger fabric of their brand storytelling, as a company at the forefront of tech.
Xerox While this example of brand storytelling from imaging giant Xerox is aimed at recruitment, it’s worthy of the spotlight because it’s so incredibly effective: Xerox Whether you’re trying to recruit marketers, executive assistants or graphic designers, there’s a fair chance they want to be recognized, appreciated, and contribute to something great. By presenting a current employee as a thought-leading hero, Xerox effectively compels talent to consider becoming a part of their company. eGain The only thing cleverer than creating a well-crafted narrative is mixing brand storytelling with elements of gamification.
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