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 structure: from the overarching concept through thematic areas to stories and content, a clear path emerges—from “why” to “how.” There is often a disconnect between the strategic level (goals, messages, topics) and the tactical level (formats, channels, publication schedules). The key is to connect the two—so that strategy is evident in every post and communication can achieve its full impact.
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 Practice: “Air Loves Data” by ebm-papst
Pascal Schöpf of ebm-papst discusses the importance of effective storytelling, particularly within industrial conglomerates. Through its “Air love Data” campaign, ebm-papst demonstrates how strategic storytelling works in practice. The goal was to highlight the company’s transformation from a fan manufacturer to a provider of intelligent, digital system solutions—in a way that is credible, relevant, and measurable.
The success of "Air loves Data"
In the winter and spring of 2024, the ebm-papst team, with support from the storytelling agency Die Magaziniker, launched a cross-media campaign in which all communication efforts were centrally managed and executed. From strategic story development to social media posts, videos, and trade articles, everything was interconnected within the narrative—with the goal of establishing “Air loves Data” as a symbol of data-driven marketing.
- Wide-ranging implementation across all relevant channels: trade and consumer magazines, online specials, social media, ads and banners, and story posts on Instagram and LinkedIn
- Integration into internal channels such as the employee magazine and intranet
- Presentation at trade fairs and local adaptation by international subsidiaries
Lessons Learned
The common thread among successful communication projects: a shared understanding. “Develop a shared vision with all stakeholders early on,” recommends Pascal Schöpf of ebm-papst, pointing to three additional factors for success:
- 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".
