The Art of Storytelling – How to level up your digital marketing and business

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Ines Maione

Ines Maione brings a wealth of experience from over 25 years as a Marketing Manager Communications in various industries. The best thing about the job is that it is both business management and creative. And it never gets boring, because with the rapid evolution of the media used and the development of marketing tools, you always have to stay up to date.


Storytelling is a powerful tool you can use to level up your digital marketing. When done well, stories are compelling and captivating that they compel the reader to share them with others in order to go deeper into the story’s world. This competitive advantage allows businesses of all sizes and industries like online marketing agencies or app development companies, as well as any company looking for ways to connect with their customers better using storytelling.

Table of Contents

What is digital storytelling?

Digital storytelling is the process of using computer-based tools to tell a story. This can include anything from text to images, audio, and video. Stories can be created by anyone, regardless of their age or experience level. They can be shared online with a wide audience via social media or other platforms, or offline in presentations or workshops.

Digital stories often incorporate multimedia elements such as images, audio, and video to help convey the story more effectively. This makes them more engaging and interesting to listen to or watch. Additionally, digital stories can be created by individuals or groups. This allows for collaboration and creative thinking. Finally, digital stories can be shared online or offline depending on your preference

What are the different forms of Media to use for storytelling?

There are different forms of media that can be used for storytelling. Some of the most popular ones include:

  • Written stories: Written stories have been around for centuries and are still popular today. They can be in the form of books, fiction, articles, blogs, or even tweets.
  • Audio stories: Audio stories can be told through podcasts, audio books, or radio shows.
  • Visual stories: Visual stories can be told through videos, television programs, movies, or online slideshows.

What is the purpose of Storytelling?

Today storytelling can be productively used for content marketing, product and brand promotion, communication and knowledge management. Because of the proven advantageous effects in comparison with factual reports, one can convince customers, motivate staff or hire new employees with real experiences as well as deliberately constructed stories about products.

The purpose of digital storytelling is to sell a product or service. It should not feel that way to the reader. The story can be funny, meaningful, emotional or a mixture of these, or something completely different. By telling stories in an engaging and interesting way, businesses can connect with their customers on an emotional level, which can result in more sales.

What are the benefits of digital Storytelling?

There are many benefits to telling your story using digital media, including:

  • You can share your story with a wide audience.
  • Digital stories often focus on personal experiences or events, which can make them more engaging than traditional methods such as writing or painting.
  • You have more control over the final product than with traditional methods.
  • Digital storytelling allows you to use various digital tools to create your story, such as text, images, audio, and video. This gives you more flexibility in terms of what you can include in your story.

The Art of storytelling

There are many elements that make a good story. A good story has a clear beginning, middle, and end. It is well-written and engaging, and it is interesting and has believable characters.

A good story is easy to understand

To make a story easy to understand, some of the key things it should have are:

  • A clear introduction. This is where you first introduce your audience to who your characters are, what the setting is, and any other relevant information.
  • A clear protagonist/antagonist. This person must be easy to understand for your audience or else they will not relate with them enough to keep reading.
  • A clear goal. This is what the character wants to achieve and will usually be the driving force behind their actions throughout the story.
  • A conflict/obstacle. This is what prevents the character from achieving their goal.
  • A resolution. This is where you tie up any loose ends that were left in your story and give a satisfying ending to your audience.
  • A sense of urgency. This is what will motivate your audience to read on and find out what happens next.
  • An engaging plotline.

A good story is relatable

One of the key elements that make a good story is its relatable characters. Readers can easily identify with the characters and their struggles, which makes the story more enjoyable to read.

The same principle applies to your brand. Your audience can relate to you and your business if they are able to identify with you and the problems that you solve for them.

A good story is memorable

A good story is memorable because it is entertaining and educational. It engages the listener and provides a coherent narrative that is easy to follow. Good stories are also universal, meaning they can be enjoyed by people from all walks of life. They are well-organized and leave a lasting impression on the mind of the listener.

Storytelling is a skill that has been utilized by humans for thousands of years as a means of communication. It was used to pass down traditions and culture, but it also served to educate and entertain the masses. Storytelling has been used to teach morals, share history and even provide entertainment for large groups of people.

The first stories were passed down orally through generations as a means of communication. As time progressed, these stories were written down and saved in libraries for future generations to enjoy.

Today, storytelling is just as popular as it was thousands of years ago. It is used to educate, entertain and even persuade.

What are some common mistakes in Storytelling?

Storytelling is a vital skill for every business person, whether you are just starting out or want to advance your career in digital marketing. It can be used across all mediums of communication and it is something that everyone can possess. The following will help you understand how to use storytelling in your own marketing efforts, and what some common mistakes are so you can avoid them.

Not knowing your audience

When telling a story, it’s important to know your audience. What might be interesting or amusing to one group might not hold the same appeal for another. Additionally, if you’re not sure who your audience is, you run the risk of alienating them altogether.

To engage the senses, consider using concrete images and sounds that people can relate to. This will help bring the story to life. And finally, set the scene so listeners can picture themselves in the story. By putting them in the shoes of the protagonist, they’ll be more likely to connect with what’s happening on-screen (or on-page).

Not having a clear purpose

There are a few common mistakes that people make when storytelling. One of the most common ones is starting with the product or service instead of the story. When this happens, it can often feel like a sales pitch rather than an engaging story.

Another mistake that people often make is forgetting to be creative. It’s important to come up with a story that is interesting and relevant to your audience. If it doesn’t capture their attention, they’re likely to lose interest very quickly.

Finally, another mistake that people make is making the story irrelevant or uninteresting. This can happen if you don’t focus on what matters to your audience and why they should care about your story.

Telling too much

When it comes to storytelling, less is often more. Don’t be afraid to share personal experiences with your audience, but be mindful not to cross the line. Be clear about your purpose and what you want to achieve with your story. Make sure your story is relevant to your audience and resonates with them.

Not being engaging

Mistakes that storytellers make can affect how engaging their story is. One of the most common ones is over-explaining the plot. This can be very boring for the audience, as they would rather see the story unfold than be told what happens. Additionally, showing instead of telling can help connect with the audience better. If everything is explained to them in detail, it can be hard to feel engaged with the characters or plot. Additionally, having a clear structure is important so that readers know what to expect and when. Being too preachy can also turn audiences off, as they may not want to listen to someone lecture them on a topic. Finally, focusing on one aspect of the story at a time can help keep readers interested and avoid confusion.

Not using proper language

It’s important to use proper language. This will help ensure that your story is understood by your audience. Some tips to keep in mind:

1. Not knowing your audience – It’s important to understand who you are speaking to, and what they are interested in hearing. Tailor your story accordingly.

2. Not understanding the principles of visual language – Visuals play an important role in storytelling. Make sure you understand the basics of visual language so you can use visuals effectively in your stories.

3. Failing to connect with your audience on an emotional level – Stories are more powerful when they connect with people on an emotional level.

Data Storytelling

When it comes to data, there are a lot of different ways that you can use it to create an impactful story. You can use the data to create a story that is compelling and interesting, or you can use the data to create a story that is accurate and truthful. However, no matter which route you choose, it is important to make sure that the data is used in order to create a story that will have an impact on the reader.

How can you use data to create an impactful story?

One great way to use data in order to create an impactful story is by using it to illustrate a trend. For example, if you want to talk about how online shopping has been growing in popularity over the past few years, you could use statistics from various surveys in order to back up your argument. This will help readers understand why this trend exists and what its potential implications may be.

Another way that you can use data in order to create an impactful story is by using it as part of a case study. For example, if you want to talk about how social media has changed the way businesses market their products, you could tell the story of one business who was successful in using social media marketing techniques. This will help readers understand how social media marketing works and why it is so successful.

No matter which method you choose, it is important to make sure that the data is used in order to create a story that will have an impact on the reader. When it comes to data, there are a lot of different ways that you can use it to create an impactful story. You can use the data to create a story that is compelling and interesting, or you can use the data to create a story that is accurate and truthful. However, no matter which route you choose, it is important to make sure that the data is used in order to create a story

Know your audience

The story should be catered to the specific group of individuals you are targeting. You must consider who will benefit and respond the strongest to your story. In order for readers to connect with your work, they need to see themselves in it. Understand what your reader’s needs and wants are, and craft a narrative that appeals to them on a personal level.

Finding the right data is essential for creating an impactful story. Here are a few tips:

1. Make sure you have the right data set. This may involve conducting your own research or reaching out to experts in the field.

2. Be selective about the data you use. Don’t include irrelevant information just to make your story longer.

3. Use graphs and visual aids to help explain your findings. People are more likely to remember information that is easy to understand.

Choose the right story angle

When it comes to data, there are so many options that it can be difficult to know where to start. The most important thing is to choose the right data and use it in a way that will resonate with your audience. It’s also important to find an interesting story angle- something that people haven’t heard before. Once you have both of those pieces in place, you’re ready to start telling your story.

Write in a clear, concise language

In order to write in a clear, concise language, you should:

  • Avoid using complex words when simpler words will do
  • Make sure your sentences are easy to follow
  • Use short paragraphs
  • Break up information into manageable chunks

Find the right resources

One of the best ways to find success with data is to make sure you have the right resources. This means finding accurate and timely information, as well as getting help from experts who can guide your analysis and interpretation.

It also helps to be familiar with different sources of data so that you can find what you need when you need it. Additionally, being able to tell a story with data requires practice and patience – don’t expect perfection on your first try!

Level up your marketing and business with storytelling

Storytelling is one of the most powerful tools in a marketer’s toolkit. Not only does it help you connect with your audience on an emotional level, but it can also be used to create a community around your brand and increase customer loyalty. In addition, storytelling can be used to persuade people to take action, whether that’s buying a product or service or simply becoming more engaged with your company.

So what is storytelling? Simply put, it is using narratives to communicate a message. This can be done in any medium, from videos and blog posts to social media and email marketing campaigns. The key is to make sure your stories are engaging and relevant to your audience.

There are many benefits of using storytelling in marketing and business. For starters, stories help you connect with your audience on an emotional level, which can lead to increased engagement and loyalty. Additionally, stories are great for persuasion – they can motivate people to take action whether that’s buying a product or service or simply becoming more engaged with your company. Finally, stories help build community around your brand, which can lead to increased word-of-mouth marketing and greater visibility online.

Why storytelling works

Storytelling is one of the oldest and most powerful forms of communication. It’s a way to engage an audience, convey a message, and make an impact. And it works because it taps into our emotions and instincts.

Data storytelling is especially powerful because it combines the best of both worlds: facts and figures, combined with emotion and narrative. When done well, data storytelling can help you build confidence and credibility with your audience, while also making your work more exceptional.

A Brand example: The success story from Marriott Hotel #AtTheMoxy

When Marriott Hotels launched their new brand, Moxy, they knew that they needed to tell a story. And what a story it is!

Moxy is all about fun and vibrancy- the antithesis of stuffy luxury hotels. So how did Marriott get the word out? They didn’t rely on traditional advertising methods. Instead, they focused on creating engaging content that would connect with their audience on a deeper level.

For example, Moxy created an interactive website that allowed users to explore different aspects of the hotel chain. They also produced video content that showed off the fun and energetic atmosphere of their hotels. And it worked! The campaign was a success, and Moxy continues to grow in popularity.

So how can you use storytelling in your own marketing and business?

If you’re looking to start using storytelling in your marketing and business strategy, here are a few tips to get you started:

  • Storytelling Tips
  • Find a good storyteller. This may seem like an obvious tip, but it’s important to find someone who understands your brand and can translate your message into a narrative that engages your audience.
  • Be authentic. When telling stories, it’s important to be genuine and honest with your audience. They will see through any attempts at manipulation and will likely lose trust in your brand as a result.
  • Keep it relevant. Make sure the stories you tell are relevant to your audience and their interests – otherwise they’ll quickly lose interest.
  • Tell a variety of stories. Don’t just stick to one type of story – experiment with different formats, angles, and narratives to find what works best for you and your brand.
  • Connect with your audience on a deeper level . Storytelling allows you to build relationships with your customers by giving them a glimpse into your world- your values, your mission, etc. When people feel like they know you, they’re more likely to do business with you.
  • Build community and shared values . Stories can help create communities around shared values or interests. This creates a sense of belonging and can help attract new customers.
  • Use call-to-actions to excite your audience and get them involved . When you tell a story, it’s important to include a call-to-action that will excite your audience and get them involved. This could be anything from asking them to share their own stories, to visiting your website or attending an event.

Creative Ways to use social media platforms for Storytelling

Storytelling is a powerful way to connect with others and build relationships. It can be used in business, marketing, and digital media. Here are some creative ways to use social media platforms for storytelling:

Share your story on social media platforms like LinkedIn, Facebook, Twitter, and Instagram. Use visuals like photos and videos to capture people’s attention. Be creative in the ways you tell your story- use animation, art, and music. Connect with others who are interested in the same topic by using hashtags. Tell your story in a podcast or blog post. Share your story at conferences and events.

Storytelling is an important skill to learn. It can be used in many ways, from marketing and business to building relationships with friends and family. It’s also fun!

Storytelling Methods

  • Struggles – The first step to building a relatable brand is sharing the problems that you have faced in the past and how you overcame them. This will make your audience feel like they can relate to you and your brand because they will be able to see that you are human just like them.
  • Successes – Share how you achieved success and what it took to get there. Again, this will help your audience feel a sense of connection because they will be able to see that you are human just like them.
  • Failures – Sharing how you failed is a great way to show your audience that they can relate to you and that you’re not perfect.
  • Ideas – Tell stories that show how you came up with an idea or what the idea is about in a way that’s interesting and easy to understand. For example, if you have an idea for a new product or service, share how you came up with the idea and why it’s important to your customers.
  • Knowledge – Share stories that show what you know in a way that’s interesting to your listeners. For example, if you’re talking about how to use social media for business, tell stories of real people who’ve used it to build their businesses.
  • Lesson Learned – Share stories that show the lessons you’ve learned in a way that’s interesting and easy to understand. For example, if you’ve recently started a business, tell stories of the most important things you’ve learned so far.

Storytelling on LinkedIn

Linkedin can be a great place for businesses to share stories about their company, customers and employees. Some companies have created “stories” on the platform that dive into the culture of the company. The stories might include things like:

  • How a founder built his first product on Linkedin
  • What it looks like to be an entrepreneur at this firm
  • A piece of advice from an employee
  • How the company supports employees in their personal life

This is a great way to give your customers insight into who you are and what you stand for. It also gives you a chance to show off your employees and how they contribute to the business. This can help with recruiting, as well as building loyalty among current customers.


Facebook can be used for storytelling in a number of ways. For example, individuals can share personal stories on their profile, or businesses can use Facebook Pages to share stories about their products or services.

Stories on Facebook can be used to engage with audiences and promote brands or products. They can also be used to create a connection with customers and build loyalty.


Instagram can be used to create a narrative around your brand, products or services. You can use images and videos to tell a story that engages and inspires your audience. Instagram is also a great platform for promoting events, products or services.

By using creative visuals and telling engaging stories, you can stand out from the competition and connect with your target market on Instagram.


Twitter is a social media platform that can be used to share stories with others who are interested in hearing them. It provides a way to reach a wide audience quickly and easily. Additionally, Twitter allows users to donate to causes or share stories that raise awareness for important issues. By using Twitter, people can make a difference in the world.


There are many creative ways to use social media platforms for storytelling, including using images, video, and audio. For example, you can create a short video clip of yourself telling your story or post an audio recording of you reading it. You can also create visual narratives using images and infographics.

Think about how you can use social media to create an immersive experience for your audience that will make them want to follow your story. This could include using different types of content and creating a unique style for your social media accounts. If you’re creative and engage your audience, they’ll be more likely to stick around and hear the rest of your story!

Where is the journey going? – Virtual Reality Storytelling

Virtual Reality is an amazing technology that has the potential to change the way we experience stories. It can put us in the middle of the action and make us feel like we are a part of it. This makes VR an ideal medium for storytelling, and it has already been used to create some amazing experiences.

As VR becomes more popular, more and more people will start using it to tell stories. This will result in some truly incredible experiences that will blow our minds. VR has the potential to revolutionize storytelling, and I can’t wait to see what comes next.

FAQs on Storytelling

What is storytelling?

A storytelling is a type of creative content that typically includes text, images and video. It often starts with an introduction or hook to grab the audience's attention before continuing on with the content.

What are the 5 C's of storytelling?

Credibility, character, conflict, consequences and conclusion are the five main elements of storytelling.

Why is storytelling so important?

Stories are an important part of marketing because they give you a way to connect with your audience. They can also help brands develop a deeper understanding of your target market and create valuable content to appeal to them.

What are the Pixar rules for storytelling?

The Pixar rules for storytelling are a set of guidelines created by the creators at Pixar Animation Studios in an effort to ensure that their films remain entertaining and meaningful. The rules state that stories must be:

  • Clear, simple and understandable.
  • Surprise the viewer with new information gradually over time, never all at once.
  • Allow for a range of emotions to be felt by audiences, including fear, sadness and even laughter.
  • Use a protagonist who begins by being unsure of themselves but has the ability to overcome their fears in order to achieve something that they are striving for.

What is internal storytelling?

Internal storytelling is the process of creating a story that can be used to support and encourage your employees by promoting their work through positive dialogue. It also provides opportunities for employees to share stories about their experiences and learn from each other.

Ein Kommentar

Louise Savoie 05.09.2022, 09:57:21 Uhr


Thanks for sharing these guidelines for storytelling, it’s definitely insightful content and helpful as well. Also, each point is easy to understand and it really cleared my confusion regarding storytelling in digital marketing.

All I can say is that even in storytelling one must know their target audience’s interest so what is needed and relevant can be shown through it. Thanks again for sharing.