Many different definitions of storytelling exist. We like the one advanced by Deborah Sole and Daniel Gray Wilson of LILA Harvard University: “Storytelling is the sharing of knowledge and experiences through narrative and anecdotes in order to communicate lessons, complex ideas, concepts, and causal connections.”

In a business setting, storytelling can take many forms. Our professionals have spent years honing their storytelling skills by helping clients—particularly professional services and other B2B companies—create a diverse range of narrative-based marketing content, including:

• Customer case studies that demonstrate how a company’s customers have benefited from the company’s offerings
• White papers that advance a company’s perspective or thinking on an issue important to customers
• Research reports that shed light on a subject that customers care about or that is capturing the attention of a target market
• Corporate profiles that bring a company’s story and brand to life in a highly engaging way
• Feature articles that reach customers and prospects through traditional media outlets such as newspapers, magazines and journals
• Annual reports that help a company tell its story more effectively to the investment community
• Books that explore in detail a particular aspect of a company or its offerings
• Blogs that enable customers to become part of a company’s narrative
• Videos and podcasts that use the power of the electronic medium to convey a company’s story
• Speeches and presentations that captivate audiences by going beyond simply presenting “facts and figures” or points of view
• Website copy that provides a company’s story in a short and easily digestible form that entices the target audience to explore further