本研究旨在探討「敘事策略」在 B2B SEO 內容創作中的戰略角色，試圖彌合技術性資訊與讀者互動之間的鴻溝。研究採用多元方法，包括次級文獻分析、高排名 B2B 部落格文章的內容分析、A/B 測試以及專家深度訪談，最終歸納出五項以 SEO 表現為導向的敘事型內容創作指引：結構化敘事、數據支持、多媒體增強、情境化情感連結，以及互動式解決方案設計。

A/B 測試結果顯示，在導入敘事策略後，SEO 成效有顯著提升。優化後的內容在第一個月點擊率提高了 174%，第二個月又持續增長 39%。此結果亦反映在用戶行為指標上，例如網站停留時間延長、互動率提升與用戶滿意度上升。針對目標讀者與 SEO 專家的訪談亦進一步驗證了敘事在提升內容可讀性、情感共鳴與品牌忠誠度上的策略價值。具體來說，敘事對品牌忠誠度的三個層面——認知、態度與行為——皆有正向影響，藉由強化信任感、貼合讀者需求以及促進內容分享與轉換等面向實現。

此外，研究也指出，在面對如 AI 生成搜尋結果與內容平台多元化等新興趨勢下，敘事策略具備高度的戰略意涵。敘事作為一種以人為本的策略，不僅能幫助品牌內容在演算法主導的環境中脫穎而出，更能留住受眾注意力與建立信任。隨著 SEO 從過去的關鍵字堆砌轉向「以使用者為中心」的內容設計，強調體驗、結構與情境價值的敘事策略變得愈發關鍵。

總結而言，本研究不僅提供理論觀點，也提出實務應用框架，對於 B2B 數位行銷者具有高度參考價值。結果證實，敘事不僅是有效的內容手法，更是一項能將 SEO 效能與用戶參與度、品牌信任感長期結合的策略性工具。

This study set out to explore the role of storytelling as a strategic approach in B2B SEO content creation, aiming to bridge the gap between technical information and reader engagement. Through a multi-method approach—including secondary literature analysis, content analysis of high-ranking B2B blog articles, A/B testing, and in-depth expert interviews—the study developed and validated five storytelling-based content creation guidelines tailored for SEO performance: structured narrative, data support, multimedia enhancement, contextual emotional connection, and interactive solution design.

The A/B testing results revealed a significant improvement in SEO outcomes following the application of storytelling strategies. The optimized content demonstrated a 174% increase in click-through rate in the first month and an additional 39% growth in the following month. These results were supported by behavioral indicators such as longer dwell times, higher interaction rates, and increased user satisfaction. Interviews with both target readers and SEO professionals further validated the strategic value of storytelling in enhancing readability, emotional resonance, and brand loyalty. Specifically, storytelling contributed to all three dimensions of brand loyalty—cognitive, attitudinal, and behavioral—by strengthening trust, aligning with reader needs, and encouraging content sharing and conversions.

Moreover, the findings highlight the strategic relevance of storytelling in the evolving digital landscape, especially in response to emerging trends such as AI-generated search results and diversified content platforms. Storytelling serves as a human-centric tactic to differentiate brand content, retain audience interest, and reinforce trust, even in algorithm-driven environments. As SEO evolves from keyword-stuffing toward user-first content design, narrative strategies that emphasize experience, structure, and contextual value are increasingly essential.

In summary, this research contributes both theoretical insights and practical frameworks for B2B digital marketers. It confirms that storytelling is not only an effective content tactic but also a long-term strategic tool that can align SEO performance with meaningful user engagement and sustained brand trust.

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