COMPANY STORYTELLING: WHAT IS IT?



Literally storytelling means telling a story.

For some time now, companies have understood the importance of corporate storytelling, managing to attract attention, involve and influence the decisions and behaviors of the target.

Storytelling does not mean inventing, but being able to tell a true story and establish a bond steeped in emotions and meanings. Storytelling also makes sure that the consumer recognizes that particular brand or company, thanks to their personal history. It is no coincidence that storytelling is one of the main emotional marketing tools.


In the business environment, storytelling skills are increasingly in demand, because they become essential to be able to persuade the public more and more effectively.

Corporate storytelling is the weapon with which to win attention, shifting the focus of communication on the content. This must not only be interesting, of quality and useful for the public, but, as in any self-respecting story, it must also be able to arouse and give an emotion. That fundamental element that induces the customer to search for the brand again, as he was emotionally impressed and involved in the story.


HOW DO YOU CREATE A GOOD STORY?

It is always advisable to follow a model, including some fundamental elements in the story:

1. The protagonist of the story, or the customer.

2. An action, or the company will have to take actions to satisfy the needs and requests of the customer.

3. A context.

4. The goal.

5. The tool that the customer will use to pursue his purpose, represented by the product or service offered.

The benefits of storytelling are many. It is strategic, not only because it optimizes editorial content, but also because it increases brand awareness, manages reputation, repositions the company's identity, defines product positioning.

But above all, it increases customer engagement.


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