The document discusses the importance of storytelling in B2B marketing and outlines the seven basic plots identified by Christopher Booker, which include overcoming the monster, the quest, tragedy, rebirth, romance, voyage and return, and rags to riches. It provides guidance on incorporating these storytelling techniques into marketing content to engage audiences effectively. Ultimately, it emphasizes that marketers should leverage existing stories to create brand affinity and drive sales.

1. Using the Seven Basic
Plots
{ Storytelling in B2B Marketing

2. Q. Why does content
marketing need stories?

3. A. Because this is what your
content is up against:

5. The internet is crammed
with entertaining stuff, your
audience leads a busy
life, and the only hope you
have of grasping their
attention…

6. even for a moment –

7. is by hooking them in with a
really engaging story.

8. In
2005, Christopher
Booker published
this book.

9. Booker identified seven
different plots that most
stories follow – plots that
have existed for millennia.

10.  Overcoming the Monster
 The Quest
 Tragedy
 Rebirth
 Romance
 Voyage and Return
 Rags to Riches

11. { Overcoming the Monster
A hero is tasked with destroying a monster
(not necessarily a literal one). Examples:
Beowulf, Gilgamesh and Jaws.

12. { The Quest
A hero steps forth to perform a task, and
usually has friends/allies around to help
out. Examples: The Hobbit, The Odyssey,
Watership Down and Ocean’s Eleven.

13. { Tragedy
The protagonist wants something so badly that they
lose part of themselves in trying to get it. By the end
are no longer themselves – they have become a
monster. Examples: Hamlet, American History X and
Spider-Man 3.

14. { Rebirth
A main character is almost on the path to
tragedy, but something happens that allows them
to see themselves from the outside and so do
something about it. Examples: A Christmas
Carol, Groundhog Day and The Secret Garden.

15. { Romance
Two souls are destined to be together, but are
kept away from each other by fate, and so they
must work towards being together. Examples:
Pride and Prejudice, The Princess Bride and Shrek.

16. { Voyage and Return
The protagonist finds him or herself in a world where
nothing makes sense, with no understanding of who is
friend and who is foe. Finally they learn the ropes of the
world and can act upon this knowledge. Examples: Alice
in Wonderland, Gulliver’s Travels and Labyrinth.

17. { Rags to Riches
A main character, through their own efforts (and
maybe supernatural help), is able to rise above
their station in life and achieve what they desire.
Examples: Cinderella, Rocky, Slumdog Millionaire.

18. Applying
storytelling to B2B
marketing
{ A few ideas

19. Storytelling techniques can
be applied to all kinds of
content.

20. Here’s how you can make
your content tell a story – in
four steps.

21. 1. Think like a director
Cast your ideal customer in the
hero’s role.

22. 2. Pick a story
What kind of story will your
content tell about them?

23. 3. Decide on the stakes
What’s at stake for your hero?
What obstacles do they need to
overcome? What conflicts will
they encounter?
(Put yourself in your buyer’s shoes
to answer these questions.)

24. And: How will they prevail?
How does your
protagonist get out
of their bind?
(Hint: this where
you get to plug your
product or service.)

25. 4. Create your story
...whether it’s a video, case
study, brochure, ebook, infographi
c, online game, or something else
entirely.

26. You don’t have to use the
seven basic plots, but they
do help to create a strong
story. Here are a few ideas
for how to use them…

27. { Overcoming the Monster
Your brochure reveals the terrifying monster
lurking at the heart of your hero’s organisation.
How can your hero overpower it and save the
day?

28. { The Quest
A great prize is at stake, but your hero can’t claim
it on his/her own. Your blog post details the allies
they’ll need to complete the quest successfully.

29. { Tragedy
Your ebook tells a cautionary tale about someone
very like your hero, whose obsession with doing
the wrong thing turned out be to their – and their
organisation’s – undoing.

30. { Rebirth
An infographic reveals the path your hero is on –
and it’s the wrong one. What can he/she do to
get on the right path for success?

31. { Romance
Your hero is missing something in their
life, something that makes their existence
incomplete. Your demo video helps them
overcome the obstacles to find it.

32. { Voyage and Return
An online game throws your hero into a confusing
and chaotic world. How will they find their way
out?

33. { Rags to Riches
A case study tells the story of how your hero
overcame the odds to turn his/her company’s
fortunes around.

34. If you want to see some B2B
examples of the seven basic
plots, read Storytelling in
B2B marketing: using the
seven basic plots on the
Radix Communications blog.

35. To conclude:
The stories are out there,
already.

36. It’s our job as copywriters and
marketers to tell them in a way
that engages and entertains the
audience, creates an affinity
with the brand or product –
and ultimately leads to a sale.

37. What stories will you tell?

38.  The Seven Basic Plots: Why We Tell Stories by
Christopher Booker, 2005
 The Seven Basic plots – Television Tropes & Idioms
 Storytelling in B2B marketing: using the seven
basic plots – Radix Communications
 Storytelling in B2B marketing: how to use a three-
act structure – Radix Communications
Sources and further reading

39.  Kraken by davitydave
 The Capture of the Golden Fleece by Jean-François Detroy
 Tragedy by Clyde Robinson
 Ignorance and Want by John Leech
 Pride and Prejudice illustration collection
 Cheshire Cat by thethreesisters
 Cinderella Pumpkins by Gloria Cabada-Leman
 Sword by Daniel R. Blume
 Dorothy’s Ruby Slippers by dbking
 Dragon by Darek Donnfhlaidh
 Tallship Bark Europa by jan-borgstede
 Romeo and Juliet by Francis Sydney Muschamp
 Groundhog by webhamster
 Much Ado About Nothing by Robert Alexander Hillingford
 Mushrooms by Gabrielle
 Rumble in the Jungle by Andrius Petrucenia
Image sources

40. Radix is a copywriting agency for the content marketing era. We work
with in-house and agency-side marketers to develop programmes of
content that guide customers through every stage of the buying process.
We specialise in the B2B technology sector, with expertise in enterprise
hardware and software, networking, electronics and industrial
automation.
In the past twelve months we have worked with innovative companies
large and small, including Adaptive Planning, AtTask, Canonical, GOSS
Interactive, Oracle and Spirent. And we've had the pleasure of working
with some of the UK's top B2B marketing agencies, including Marketing
Options International, Velocity and Volume.
About us