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ansprechen.","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":125,"timezone":85,"offset":86,"time":126},1713772777,"2024-04-22T07:59:37+00:00",[128,131,134],{"__typename":95,"tag":96,"attributes":129},{"__typename":98,"name":99,"content":130},"Inspiration | Liechtenecker UX Design Studio",{"__typename":95,"tag":96,"attributes":132},{"__typename":98,"name":133,"content":121},"description",{"__typename":102,"tag":103,"attributes":135},{"__typename":105,"href":136,"hreflang":13,"rel":107,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/inspiration",[138,143,147,151,155,159,163,167,171,175],{"__typename":139,"id":140,"name":141,"path":142,"weight":118},"TermTags","185","Brandingstories","/tag/brandingstories",{"__typename":139,"id":144,"name":145,"path":146,"weight":118},"262","Content 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      \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Ca href=\"/sites/default/files/styles/full_width/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png?itok=F0uLH0Oh\" data-rel=\"lightbox-gallery-qhPedsLE\" data-rl_title data-rl_caption title class=\"js-image-link\">\u003Cdiv alt=\"storytelling_1\" data-entity-type=\"media\" data-entity-uuid=\"483c7492-5c45-46d3-999a-94cb586972d9\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=0o5jLisa 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=m3tiTP5u 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"1000\" height=\"400\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=bQ3jq6ww 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=dGhNmf_- 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"1000\" height=\"400\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=zFx4tWqS 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=h6hoCn1m 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"298\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=uCWCAdtY 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=lbVgOxVE 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"192\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=sDYL8hEr 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.webp?itok=b_NRSIA1 2x\" type=\"image/webp\" width=\"1000\" height=\"400\">\n                  \u003Cimg loading=\"lazy\" width=\"1000\" height=\"400\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2014/10/storytelling_11-1.png.jpg?itok=b_NRSIA1\" alt=\"storytelling_1\" title=\"storytelling_1\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003C/a>\u003Cp> Was in Erinnerung bleibt, gewinnt! – Dieses Prinzip ist schon längst aus der klassischen Werbung bekannt, und doch bekommt es in unserer Zeit der konstanten Reizüberflutung zunehmend mehr Bedeutung. Wer es heute nicht schafft, die Information zu selektieren, die einen aus allen Ecken konfrontiert, der wird von ihr erschlagen. Deshalb sollte sich jeder Werbetreibende bewusst sein, dass ein Mehrwert geboten werden muss, um beim User oft auch nach langer Zeit im Gehirn abrufbar zu bleiben. Denn egal ob es eine Emotion, ein bestimmtes Bild oder ein eingängiges Lied ist, das die Kunden begeistert, originelle Produkt- oder Brandingstories begeistern und bleiben in Erinnerung.\u003Cbr>\nHeutzutage wird emotionslose, sachliche Information durch Werbung nebensächlich. Die Facts&Figures können im Internet nachgelesen werden und diese Information ist immer zugänglich. Deshalb möchte der User neben einem klar identifizierbaren Mehrwert der Werbebotschaft vor allem Eines: Unterhaltung! – und genau dieser Unterhaltungswert kann am einfachsten durch Storytelling erreicht werden. Im Storytelling werden Geschichten erzählt, die jedoch – wie es normalerweise im Content Marketing üblich ist – nicht vom Unternehmen oder der Marke selbst, sondern von einem für die Zielgruppe relevanten Thema handeln.\u003C/p>\n\u003Cp style=\"text-align: center;\">\u003Cem>                    [Tweet „Storytelling ermöglicht es Firmen, in die Herzen und Hirne der Kunden einzudringen. (M. Löffler)“]\u003C/em>\u003C/p>\n\u003Cp>Erfolgreiche Geschichten müssen leicht verständlich, leicht zu merken und ebenso leicht wiederzugeben sein und – das Wichtigste – es muss einen Grund geben, warum die User etwas weitererzählen wollen. Storytelling gilt als eines der besten Mittel um das Interesse einer zuvor identifizierten Zielgruppe zu wecken. Das bedeutet, dass man sich – nach Festlegung WEN man ansprechen möchte – eine Thematik überlegen sollte, die die Zielgruppe interessiert und betrifft, die ihre Bedürfnisse weckt, ihre Emotionen anspricht und sie regelrecht in ihren Bann zieht. Denn egal welche Botschaft vermittelt werden soll, das Geheimnis erfolgreichen Storytellings sind die kontinuierliche Entwicklung der Story und der strategische Aufbau des Plots. Dies lässt sich mit ‚engaging content’ am Besten unterstützen. Der Inhalt soll signifikant sein und dem User am Herzen liegen, er soll Mehrwert bieten und zu einem Gespräch über den Inhalt anregen.\u003C/p>\n\u003Cp style=\"text-align: center;\">[Tweet „The audience accepts a story because, for a human, a good story always seems like a gift. (J. Gottschall)“]\u003C/p>\n\u003Cp>Bevor die Geschichte erzählt werden kann, muss geklärt werden, wer davon wann und in welchem Format angesprochen werden soll. Der Absender der Botschaft muss sich im Klaren sein, in welchem Umfeld sich der User befindet, wenn ihn die Message erreicht. Es gilt als äußerst empfehlenswert, wenn der Zielgruppenuser nicht nur über ein Format angesprochen wird, sondern alle Verbindungen genützt werden und die Story gegenseitig ergänzen.\u003Cbr>\nWenn das nächste Mal Storytelling für die Content Marketing Strategie als Option überlegt wird, so sollte sichergestellt sein, dass das Storytelling spannend ist und dem User einen Helden näherbringt, mit dem er sich identifizieren kann und an dessen Konflikten und Erlebnissen er Anteil nimmt. Je stärker das Ende (oder der Cliffhanger) und je leichter sich die Geschichte über Social Media Kanäle teilen lässt, desto mehr Potenzial hat sie, viral zu werden.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n",{"__typename":183,"id":184,"excludeFromScreenreader":13,"mediaImage":185,"name":190,"path":193,"status":20},"MediaImage","2219",{"__typename":186,"url":187,"width":188,"height":189,"alt":190,"title":190,"size":191,"mime":192},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2015/02/die-kosten-von-social-media-marketing-1.jpg",1920,1280,"Liechtenecker Stimmungsbild",182889,"image/jpeg","/media/2219/edit","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://liechtenecker.at/blog/was-ist-eigentlich-dieses-storytelling-die-basics/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Was ist eigentlich dieses Storytelling? - Die Basics. - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Was in Erinnerung bleibt, gewinnt! – Dieses Prinzip ist schon längst aus der klassischen Werbung bekannt, und doch bekommt es in unserer Zeit der konstanten Reizüberflutung zunehmend mehr Bedeutung. Wer es heute nicht schafft, die Information zu selektieren, die einen aus allen Ecken konfrontiert, der wird von ihr erschlagen. 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