Welcome to another episode of B2B Marketing & More! I’ve been reading many books about writing screenplays lately because there are many talks about bringing storytelling into content marketing. I thought I might also go to the sources and dig in on how to write a screenplay and how to tell stories effectively.

The three books I was reading are: Story by Robert McKee, Screenplay Writing 434 from Lew Hunger, and Save the Cat from Blake Snyder.

In this episode:

  • Content must have a good sense of what it’s about and who it’s for
  • The importance of structure
  • Know your characters, and dig deep into your character development
  • How screenplay writing relates to B2B marketing writing?
  • How to apply screenplay structure to B2B Marketing?
  • What is the best way for marketers to focus on what they want to say and how to say it?
  • What can screenplays teach us about creating a customer journey?
  • How to create a one-liner to express the essence of your brand?

Quotes from the episode:

“Another thing I’ve discovered is that every scene, every movement, and every word matters. Everything in a movie is intentional and purposeful.”

“The structure of a screenplay is your foundation before you can create scenes and dialogues. The structure of your marketing is your marketing plan, processes and tools.”


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To expand your knowledge about B2B Marketing Writing, check out some of my previous podcast episodes and blog posts.

Podcast episodes

Rethinking Newsletters with Ann Handley

How to Build a Winning Content Marketing Plan

Write Your Content With One Person In Mind #FindYourDoris

How to Level Up Your Social Media Video Content

Blog post

James Webb Young – The 5-Step Ideation Process That Works

Prepare For the Post-COVID Marketing with These 5 Trends

The Ultimate Content Marketing Guide


How to Create a Scalable Global Content Marketing Strategy


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