Gartner Research

How to Tell Memorable Marketing Stories

Published: 19 April 2013

ID: G00249440

Analyst(s): Richard Fouts

Summary

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

Analysis

  • 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

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