Communicate the appeal of your company emotionally.
- BtoB website content that resonates with your heart -

Hello, I'm Haga from the BtoB team in the Marketing & Sales department.

This may be a bit sudden, but to what extent is your company able to express its "passion for its business and manufacturing" through its website?

The B2B companies we meet all have amazing technology and are proud of and passionate about their products and technical capabilities. However, not many of them are able to fully express this on their corporate websites.

So, this time, I would like to introduce five examples of emotional content that really convey the passion of the companies. How does each company express their passion through their content? Let's take a look at the examples and think together about what kind of content resonates with people's hearts.

Numerous challenges shape the world.
Sumitomo Chemical Co., Ltd.

Sumitomo Chemical Co., Ltd. 2019 New Graduate Recruitment Information Project Story
http://www.saiyo-sc.com/project/

This is a new graduate recruitment information page that features project stories from various fields around the world.

This content is written like a story, with interviews with the people involved in the project, explaining the background and how they overcame difficulties such as anguish and setbacks. It's a content that will draw you in as you read.

Project stories are one way of expressing content that introduces a company's business. The key is to draw the reader in by telling a story, rather than just listing facts.

In fact, when you read this content, you can get a glimpse of each employee working on projects with a sense of mission, which is heartwarming. Job-hunting students who visit the site will also be excited to imagine what their future will be like.

A milestone for the company, a statement of belief.
Mitsui Shipbuilding Group

Mitsui Shipbuilding Group 100th Anniversary Site Message
https://www.mes.co.jp/100th/message/

An anniversary website that provides a wide range of information on company milestones, from looking back at the past to outlook for the present and future.

Through this "Message," the Mitsui Shipbuilding Group is expressing its feelings about the major milestone of its 100th anniversary and its transition to a new structure as the Mitsui E&S Group.

The message, which is simply structured but expresses powerful beliefs, conveys the enthusiasm of the company as it is reborn and suggests a bright future ahead. It is powerful content that once again appeals to various stakeholders, including customers, about the company's potential.

Communicate the core of the company through the words of the founder.
Kaga Electronics Co., Ltd.

Kaga Electronics Co., Ltd. Founder's Story
https://www.taxan.co.jp/jp/story/founder.html

This is content that conveys the history of a company in a unique way. Generally, company histories and founding stories tend to be structured and explained by listing facts in chronological order.

Kaga Electronics' founder and Chairman and CEO, Isao Tsukamoto, tells the story in his own words, talking about the company's evolution from its founding to the present, as well as the ideas and thoughts that he holds dear. Rather than simply publishing the ideas and principles that could be said to be the foundation of the company, the content appeals to the reader by also explaining the roots of the ideas and principles and why he thinks that way.

Tsukamoto's beliefs and passion are well conveyed in words such as "A company does not belong to the management, it is a place where everyone comes to work and make money." By telling the history of a company, which tends to be objective, in the first person, the content is so passionate that it makes the reader want to read it all the way to the end.

Our passion for "quality" supports our products.
Tomei Chemical Industry Co., Ltd.

Tomei Chemical Industry Co., Ltd. Commitment to quality improvement
http://www.tomei-c.co.jp/brand/quality.html

Quality information is one of the criteria to dispel users' concerns about products. Many companies post information about quality improvement on their web pages as a corporate responsibility, but the information tends to be mainly text and the expressions tend to be stiff.

Tomei Chemical Industry has created content that appeals to readers by focusing on their "passion" for quality improvement. Through the abundance of photos of meetings and maintenance, readers can get a feel for the company's passion and atmosphere.

By promoting manufacturing that involves face-to-face contact, people will be reminded that the company is one that is close to its users.

Passion for ceramics and craftsmanship.
NGK INSULATORS, LTD.

NGK INSULATORS, LTD. NGK STORY
https://www.ngk.co.jp/story/index.html

This content conveys the image of companies taking on new manufacturing challenges through ceramic technology.
This site summarizes and introduces NGK's technologies, products, and initiatives that have contributed to society through ceramic technology while responding to modern needs.

By adding emotion to the copy and lead text and using them as an introduction to each detail, the introduction of technology, which can tend to be stiff, can be read from a different perspective. The use of a cute character called "Kuroko-kun" also warms the reader's heart.

The content is chock full of new discoveries that will make you marvel at the people who have been supporting us behind the scenes in our daily lives, unseen by our eyes.

What did you think of these examples of inspiring corporate website content?
The information is published on a variety of media, including recruitment sites, anniversary sites, and corporate sites, but each piece of content seems to convey the company's underlying "passion" in a way that cannot be conveyed through simple text alone.

Being able to see the company's underlying philosophy and the faces and efforts of each employee may lead to content that resonates with people.