{"id":2376,"date":"2022-02-08T15:39:38","date_gmt":"2022-02-08T15:39:38","guid":{"rendered":"https:\/\/bbrand.biz\/?p=2376"},"modified":"2025-08-26T09:58:11","modified_gmt":"2025-08-26T09:58:11","slug":"storytelling-and-content-marketing-where-to-start","status":"publish","type":"post","link":"https:\/\/bbrand.biz\/en\/storytelling-and-content-marketing-where-to-start\/","title":{"rendered":"Storytelling and Content Marketing: where to start?"},"content":{"rendered":"

There is a lot of talk about brand storytelling,<\/strong> but are you sure you know how it works and what it consists of? Storytelling<\/strong> is the first and foremost a discipline that involves the use of the principles of rhetoric and narratology: the act of storytelling, applied to corporate values, gives rise to storytelling management<\/strong>. A correct “storytelling” strategy involves fundamental steps to define the company’s values, which eventually intersect with the Marketing Communication Strategy<\/span><\/a><\/strong>.<\/p>\n

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Brand storytelling<\/strong><\/p>\n

Creating a brand storytelling means creating a narrative universe in which the reader can recognise himself: a path that leads the customer to us. The following is a list of the steps to follow in order to begin our journey, or rather, storytelling.<\/p>\n

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  1. Defining brand character and personality: start with the “why”.
    \n    The Golden Circle<\/a><\/strong><\/span> theorised by Simon Sinek turns traditional communication upside down by changing the starting point from ‘what’ our company does to ‘why’ – followed by ‘how’ and ‘what’. In this way you are more likely to connect directly with your audience<\/strong>, going beyond their purely rational side.In this phase you have to define values, positioning<\/strong> and tone of voice of the brand,<\/strong> giving it a unique and distinctive personality. You cannot disregard your audience – who you are addressing – and you must ensure that you convey a clear message that captures their attention.Two points that should not be underestimated: establishing communication objectives that are clear, measurable, precise, realistic, consistent and, why not, a little bit bold and, finally, analysing the context by identifying the characteristics of the market that interests us and carrying out an analysis of competitors or benchmarks.<\/li>\n
  2. Know your target audience<\/strong>: who are your audiences? Who do you want to talk to?
    \nYou should always consider the audience of your digital presence<\/strong>: you are not just talking to end customers<\/strong>, but to all stakeholders<\/strong> – such as suppliers, intermediaries, partners. It’s not about numbers, it’s about people. Targets are groups\/sets of people like us, so the deeper we get into the real knowledge of their needs, the greater the chances of success.Four main elements to examine:<\/p>\n