Have you ever stared at your company's social media feed and thought, 'How can I possibly make commercial construction interesting?' Maybe you're wrestling with making logistics, financial planning, or another complex B2B industry engaging on social media. You're not alone. Every day, marketers face the challenge of turning technical specifications and industry jargon into content that not only catches attention but actually drives business results. The struggle is real - trying to balance compliance requirements, NDAs, and industry regulations while still creating content that doesn't put your audience to sleep. But what if there was a way to transform these challenges into opportunities? What if you could turn your 'boring' industry into a source of compelling stories that resonate with your target audience? Today's guest has mastered exactly that.
I'm thrilled to welcome Robert Carnes, marketing manager at GreenMellen Digital Agency and author of three books about storytelling. Robert has helped countless B2B companies find and share their unique stories, turning complex services into compelling content that converts. As an accomplished writer and marketing professional, he's developed proven strategies for creating engaging social media content, even in the most technically challenging industries. His upcoming novel, set to be published in fall 2025, further demonstrates his masterful approach to storytelling that captures and holds attention.
Social Pulse Podcast host Mike Allton asked Robert Carnes about:
🧡 Story Framework Mastery: Listeners will learn a repeatable process for finding and sharing compelling stories within any B2B industry.
🧡 Compliance-Ready Content: Discover how to create engaging content while working within industry regulations and NDAs.
🧡 Engagement Tactics: Learn specific techniques to transform technical information into social posts that drive meaningful interaction.
Learn more about Robert Carnes
Connect with Robert Carnes on LinkedIn
Resources & Brands mentioned in this episode
GreenMellen
Learn more about Agorapulse with a free demo
San Diego Zoo
Slack
Agorapulse Advocacy Feature
StreamYardÂ
Ecamm
Jay Acunzo
URR: Unsolicited Response Rate
Ann Handley
Ann Handley Newsletters
Google Analytics
GigaBrain
Spark Toro
Rand Fishkin
Jen Herman
TSA on Instagram
A book recommendation: The Story Cycle: Your Business Guide to Better Marketing by Robert Carnes
Robertcarnes.org
Show Notes & Transcript: https://www.agorapulse.com/blog/podcasts/b2b-edition/create-compelling-b2b-stories-that-actually-convert
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Produced and Hosted by Mike Allton, Chief Storyteller at Agorapulse. If you’re interested in being featured on an upcoming episode, reach out to Mike.
