Menu

B2B Content Strategy: Documenting project stories

Four reasons why documenting past projects can lead to big rewards and why many B2B companies fail to capitalize on this simple content strategy.
In the fast-paced world of a B2B business, where success is measured by tangible results, there’s a hidden asset that often goes untapped: project stories.

With 90% of B2B buyers researching online before making buying and procurement decisions, it makes sense to have a persuasive library of content on your website that will educate your prospects, move them through the buying journey and help your organization stand out amidst a sea of competitors.

Deploying a robust content strategy may seem obvious, however many B2B companies struggle to maintain a consistent approach or capitalize on content at all. We’ll discuss why in a moment, but first let’s look at how regularly documenting your company’s project stories is not only one of the easiest ways to build your online content library but also establishes credibility, gets your entire team speaking from the same playbook, and proactively prepares you for future opportunities.

Four reasons why B2B companies need to consistently document project stories

In B2B business, there is no value in modesty. If you think project success ends with the final deliverable, think again. The true future value lies in meticulously documenting and communicating those victories.

All kinds of B2B businesses benefit from this strategy. Oil and gas, Software as a Service (SaaS), commercial architecture and construction and professional services – all have compelling stories to tell with buyers, stakeholders, employees and communities ready (on line) to listen.
“In B2B business, there is no value in modesty. If you think project success ends with the final deliverable, think again.”

1. Utilize the power of proof

Simply put, documenting project success establishes credibility and trust. There is a reason that project stories and case studies are a key go-to marketing tool for B2B companies.

In the rapidly growing SaaS space for example, a 2023 study reported the average SaaS company has 38 active case studies documented. This represents a 35% increase from the previous year, demonstrating the tremendous value that the industry sees in the model. Half of the companies in the study directly attribute sales increases to case study usage.

Examples of B2B organizations that capitalize on project stories:

• Suncor – Oil and Gas
Suncor is a company that invests in content strategy, they take every opportunity to tell their project stories which includes innovation, environmental developments and operational milestones – they know if they don’t drive the narrative, someone else will.
• Kasian – Commercial architecture and interior design
The architecture industry is highly competitive and projects are often won via competitive bid processes. The Kasian team knows the powerful effect of documenting their project stories online and doing so in a beautiful and intriguing way.
• Procurify - Software as a Service
Procurify excels at demonstrating the effectiveness of their procure-to-pay software platform, as they know subscribers will be looking for relevant success stories when determining if this is the best solution for their needs.

2. Memorialize the project and learn from it

Proper project documentation involves a comprehensive and effective capturing of the project’s methodology, challenges, milestones and achievements.
“The process of documenting the case study provides a valuable internal opportunity to analyze the facts around project performance and supports continuous improvement.”
Tapping in to the collective knowledge of project leaders, the documentation exercise involves collecting quantitative data – like cost-savings, productivity enhancements, scope, budget and timelines – and qualitative data, including testimonials, induced benefits and client feedback.

This methodical look-back not only provides valuable insights into what worked well, but also what didn’t work well. After the tremendous energy that goes into executing and delivering a project, the process of documenting the case study provides a valuable internal opportunity to analyze the facts around project performance and supports continuous improvement.

3. Get your team speaking from the same playbook

If documented and communicated right, you are effectively telling a rich story of the true impact of the project while establishing a consistent narrative on the project facts, outcomes and testimonial.

Your story brings everyone together in alignment on the project and provides messaging that can then be used organization-wide. The story becomes the communications playbook for your executive, business development, sales, marketing, communications, media and government relations and customer success/ service teams.

Everyone now has the tools to tell the world (and your target market!) in a consistent and cohesive way.

4. Leverage one project for many opportunities

Your project story is just the beginning. A well-executed project story/ case study is rife with high impact content that can be repurposed in a myriad of ways. The piece serves as the launch-off point for proposal content, videos, conference presentations, whitepapers, articles, webinars, infographics, social media copy, award nominations, and more.

In essence, one story becomes many.

A good content writer is paying attention through the process of interviewing project leaders and collecting data for the piece, not only generating future story ideas based on this research and your business goals but also becoming a knowledge lead on the project, making the writer a valuable (and cost effective) resource for future work.

Example of a ‘one-to-many’ approach

The Pursuit Dept. worked with Kasian to develop the project story for The District at Beltline, a mixed-use project in Calgary that redefined a dated corporate campus and created a vibrant new destination in the community.

After working with project leaders to develop the story, we delivered website and social media content and created a base for proposal content and thought leadership. We also generated a multitude of future story ideas. Having become knowledge leads on the story we were called upon to manage and write several deadline-driven award submissions.

The firm was successful in winning prestigious awards, including a NAIOP Rex Award and a Mayor’s Urban Design Award and now has the tools in place to effectively leverage the project for future business development.

Why so many B2B companies fail at documenting project stories

Despite the many compelling reasons to do so, creating project stories and case studies often falls by the wayside for many B2B organizations.

Notoriously, small and medium size companies retain small inhouse marketing teams leaving them with limited resources and skill set needed to develop and deliver a robust and consistent content program. In house teams must opt to prioritize immediate project deliverables over the involved task of documenting project success and leveraging a ‘one-to many’ approach.

Because of this, telling the story of a project when an important opportunity arises, such as an RFP, can result in a scramble – the story is often told inconsistently and ineffectively. In addition, all of the opportunities we discussed above are missed.

An outsourced solution

For these very reasons several B2B organizations are opting to outsource content creation. In fact over 80% of inhouse marketers surveyed by Content Marketing Institute, outsource content creation.

By taking this important marketing strategy off your internal plate – one that is beholden to the ebbs and flows of internal operations and priorities – and placing it firmly in the hands of a specialized team with no such barriers, organizations can ensure a consistent, high quality, and growth-driving flow of exceptional content.

The best news is that documenting project stories is one of the easiest and most effective types of content to assign to an outsourced team. The key is to have a methodology for content outsourcing and find the right outsourced team with the chops to turn your investment of one story into many.

Get access to our tried and true Methodology for Content Outsourcing

To sum it up!

When it comes to B2B success, documentation isn’t just an afterthought; it’s the key that can give you the advantage you need. By capturing and sharing the stories of project challenge and triumph, B2B companies build trust, attract top clients, and set themselves apart from their competitors in a meaningful way.
Are you ready to take the next step in documenting your project stories? We can help bring your stories to life.
Schedule a consult
Relevant Posts
Copyright © 2023 The Pursuit Department Inc.