Storytelling Content Marketing Effie Award Winners Germany 2016/2017

In times of digitalization, content marketing is the best way for marketers to communicate their products and services with their customers. Moreover, nowadays it works best, when it is distributed through digital channels, especially via social media. According to the research conducted in this thesis, storytelling is an important tool in content marketing. Having said this, in particular the typical story elements novelty, reliability and tension help companies to attract and convince the audience. The literature used in the theoretical part outlined the theoretical principles for the final aim of comparing theory and practice. The internet data that was used, provided facts about statistics, as well as general information about the companies whose campaigns were analyzed. The empirical part of the thesis consisted of the step by step analysis of the content, and the final comparison of the data acquired in the content analysis with the information given in the theoretical part. For the research a qualitative method was used for collecting the needed information. The results of this analysis showed that storytelling is an important tool for companies when they are marketing their products and services