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What is Storytelling?


Storytelling is particularly suitable for B2B marketing, as purchasing decisions are made more emotionally than rationally.

Who is Storytelling for?

One advantage of storytelling is that the reader grasps the message faster and keeps it in mind longer.

Storytelling is a method of conveying information with the help of stories. It is mainly used in knowledge management, children's and adult education, journalism, psychotherapy as well as marketing, PR, and advertising.

Storytelling is a method of conveying knowledge, ideas, products, or other information to recipients through constructed or real stories. The story as a form of expression should make it possible to present the conveyed information as simply as possible and to absorb it as well as possible and anchor it in the memory in the long term.

Storytelling is often used for knowledge management and employee training in companies. There it is used to convey data, values, goals or the knowledge of a company to employees in a targeted manner. Children's and adult education, as well as journalism also, also use storytelling to pass on information in a simplified or exemplary form. In psychotherapy, stories are also used to outline problems and work out solutions. And last but not least, advertising, PR and marketing take advantage of the catchiness and emotionalizing effect of stories and use forms of storytelling to imprint their messages in the memory of the recipients.

The Goal

Conveying messages, knowledge and data in the best possible way and anchoring them in the recipient's memory is a necessary but difficult process in many industries and business sectors. Not only is information becoming more complex, but the mass and volume of available and relevant knowledge, processes, and data have increased over time. At the same time, the receptivity of the recipients is still limited.

For many people and in many companies, knowledge about products, data and processes is becoming increasingly important. More and more advertisers and marketers are vying for customers' attention. And it is becoming increasingly difficult to package complex information in an understandable and appropriate way.

Storytelling is a method that attempts to simplify and vividly present information. In this way, not only should the interest of the recipient be aroused, but the desired message should also be easily anchored in his memory. The basic goals of storytelling are thus to simplify information, present it in an appealing way, and thus make it accessible to the recipient in a cognitively uncomplicated manner.