Gartner Research

How to Tell Memorable Marketing Stories

Published: 19 April 2013

ID: G00249440

Analyst(s): Richard Fouts


An explosive use of rich media gives marketers more opportunities than ever to tell their story. But how do you make stories compelling, more memorable and more shareable? We show you how to create a story that will resonate with all your constituents.

Table Of Contents


  • Why We Love Stories
  • Creating the Narrative
  • How to Use the S.I.R. Storytelling Model
    • Start With a Short Story
    • Use S.I.R. for Inverted Pyramid Style Stories
    • Use S.I.R. to Create Anecdotes
  • Use Digital Techniques to Enhance Your Story
    • Use Animation to Describe How Things Work
    • Use Video to Elicit Emotion or to Describe Complex Things
    • Use Podcasts to Communicate Expert Advice
    • Use Games to Encourage Story Sharing and User-Generated Stories
  • An Emerging Trend: Automated Storytelling
  • What to Do Next

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.