Storytelling has always been an important aspect of marketing, but it is becoming increasingly critical given consumers are now constantly bombarded with messages across all channels. But this also creates an opportunity for marketers to connect with consumers in ever more impactful ways.

With such a broad range of tools, methods and formats to use, marketers can benefit from understanding both the fundamental frameworks that underpin good stories and the best practice techniques that can help create compelling content. This includes story structures and techniques for creating narrative arcs.

Authenticity is also key. Human stories have always been central to great storytelling and the human touch is still important for content creators. Brands need to do more than pay lip-service to authenticity though. Simple frameworks and good preparation and execution can ensure that content and stories are authentic to brand values, tone and territory. Good storytelling can also generate trust and relatability for brands and ensure that messages are communicated in subtle yet powerful ways.

While human stories are of course critical, data also now has a role to play in storytelling for marketers. From using data to inform, optimise, adapt and tell stories to developing best practice for internal storytelling, there are many ways marketers can use data to make storytelling more effective.

With input from experts in the field, from brands including Honda Europe, National Trust and the Met Office, this guide brings together key techniques, challenges, opportunities and best practice for great storytelling.