Strategic storytelling
From planning to practice at ebm-papst
Communicators often face the same challenges: lack of appreciation, lack of resources and limited attention from their target groups. How can they still achieve an impact? The answer lies in stories that generate attention, are memorable and are strategically aligned.
Strategic storytelling in our webinar
In the webinar hosted by Scompler, Die Magaziniker, and ebm-papst, Maximilian Miguletz (Scompler), Julian Stutz (Die Magaziniker), and Pascal Schöpf (ebm-papst) take a practical look at how strategic planning can be used to develop compelling stories.
Julian Stutz, Head of Crossmedia at Die Magaziniker
"The core story is the fixed star of communication—it connects strategy with storytelling. Strategy becomes topics, topics stories, and stories become storytelling—in other words, communication that works."
From the strategic core to a convincing story
Consistency is achieved when all communication—across all teams, channels, and formats—has the same strategic origin. This can only be achieved when strategy is translated into narrativable topics stories.
The thematic architecture provides orientation: from the guiding principle to thematic areas to stories and articles, a clear line emerges—from the "why" to the "how." There is often a disconnect between the strategic level (goals, messages, topics) and the tactical level (formats, channels, publication frequencies). It is crucial to combine both – so that strategy is evident in every post and communication can unfold its full effect.
Based on strategic goals and topics, the tactical implementation of the stories in formats and channels follows.
From corporate strategy to topic architecture
Storytelling Best Case: "Air loves Data" from ebm-papst
Pascal Schöpf from ebm-papst reports on the importance of strong storytelling, especially in the industrial group. With the campaign "Air loves Data" campaign, ebm-papstshows how strategic storytelling works in practice. The aim was to show the change from fan manufacturer to become a provider of intelligent, digital system solutions - credible, relevant and measurable.
The success of "Air loves Data"
In winter and spring 2024, the ebm-papst team published a cross-media campaign with the support of storytelling agency Die Magaziniker, in which all communication measures were centrally managed and played out. From strategic story development to social media posts, videos and specialist articles, everything was linked together in the narrative - with the aim of making "Air loves Data" as a symbol for data-driven marketing.
- Versatile implementation across all relevant channels: Trade and customer magazines, online specials, social media, ads and banners, story postings on Instagram and LinkedIn
- Integration into internal channels such as employee magazine and intranet
- Presentation at trade fairs and local adaptation by international subsidiaries
Lessons Learned
The common denominator of successful communication projects: a shared understanding. "Develop a shared vision with everyone involved at an early stage," recommends Pascal Schöpf from ebm-papst, pointing out three further success factors:
- Clear roles and binding distribution of tasks
- Measurable and meaningful KPIs for visibility and impact
- Transparent documentation and reporting
Effective storytelling should not be left to chance
"Air loves Data" by ebm-papst shows how strategy, data and creativity merge to create a powerful story. Strategic storytelling means not leaving communication to chance. It is about making strategy narratable - so that it can be felt in every channel, every format and every encounter. When strategic guiding principles are translated into stories, consistency, orientation and impact are created. Storytelling is not an end in itself, but the connecting element between thought and action, between strategy and implementation.
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Maximilian Miguletz
Director of Strategic Communications, Scompler
Maximilian Miguletz combines strategic communication with business development - and ensures that strategy becomes clear, effective communication. His goal: communication that is not only more efficient, but also more relevant - with a clear strategy, well thought-out processes and real added value for organizations.
Julian Stutz
Head of Crossmedia, Die Magaziniker GmbH
Julian Stutz is Head of Crossmedia at the agency Die Magaziniker. Together with his colleagues, he ensures that clients' stories reach their audience through the right channels and in the appropriate form. To this end, he crafts topics, invents new formats, and devises ways to better demonstrate the impact of communication.
Pascal Schöpf
Trade Press and Content Marketing Manager, ebm-papst Group
Pascal Schöpf is responsible for global product and technology communication in trade media and owned media. The means of communication are as wide-ranging as the stories that the technology leader has in store for him. The trained electronics engineer and qualified technical journalist always keeps an eye on technology and people in his work - always with an eye for stories that revolve around "getting to grips".
