How to create a digital communication in the technological world
Did you know that storytelling is an important tool for technology companies?
Once upon a time…
There was an art of telling, developing and adapting stories called Storytelling, which, through certain elements, such as a character, a setting, a conflict and a message, conveyed a message uniquely to create an emotional connection with the reader. This is the definition of Storytelling, but let’s get more practical:
Look around you and think: Have you realised that nowadays, you are entirely surrounded by Storytelling in different formats? Why? Storytelling is a mirror of society converted into a digital marketing tool that seeks to interact, inform, and influence the target audience.
Storytelling helps communicate messages more effectively and memorable by building an engaging narrative. Who doesn’t remember the toy commercials during the Holiday season? Even today, we know the songs and have the images stuck in our memory.
A good story arouses interest. A good story arouses emotions.
A good story creates communication between humans.
In technology, the capacity to tell a story effectively is vital. How important is storytelling in the technology sector? It all starts with telling stories that transmit the mission, values and vision of a technology company in a way that appeals to the public. At Ubiwhere, a Portuguese technology company that focuses on developing digital solutions for Smart Cities, we use storytelling in different forms: stories, articles, videos and images that can promote our products and foster loyalty with our target audience, such as municipal and local authorities and telecommunications research entities, and with new audiences, such as students looking for their first professional experience.
Did you know that there are a few reasons why storytelling is an important tool for technology companies like Ubiwhere? This digital communication technique has the power to build an emotional connection with the public, simplify and convey complex information in a more accessible way and also motivate and inspire action, whether it’s trying a new product or encouraging the adoption and experimentation of new technologies that can improve the lives of citizens in their cities.
In this article, I want to exemplify how important the power of storytelling is in technology companies through key points and the example of Ubiwhere:
- Building an emotional connection: The stories should move the audience and encourage a connection with the brand that leads to an empathetic relationship. In October 2023, as part of World Mental Health Day, Ubiwhere created a video — “And you? Do you feel at home?”: World Mental Health Day at Ubiwhere”, in which the company explains how it lives and applies the importance of this day in its routine to promote a culture of full support for our employees, where we can all express how we feel and the support we receive;
- Simplifying complex concepts and explaining them effectively and succinctly: Through storytelling, it is possible to simplify complex information and make it more accessible to all followers, customers and stakeholders. For example, in the case of Ubiwhere, through multimedia resources such as videos, we explain our solutions through testimonials from industry professionals so that followers can understand how our products work and how they fit into the market. In February 2024, Ubiwhere launched the video “💡 THE DIGITAL NERVOUS SYSTEM TESTBED BY UBIWHERE: Understanding the concept and the advantages! 💡” This digital strategy proved to be a success because it not only helped followers to understand Ubiwhere’s products better but also to build trust and credibility in the brand;
- Plan the reader/viewer’s journey from point A to point B: when drawing up a guideline for good storytelling in articles or audiovisual content, it’s important to create a story with an ending and a chronological order so that the message is easily delivered. Each narrative should have a structure: introduction, development and conclusion. In the technological context, content marketing must capture the reader’s attention and guide them on a journey without too much turbulence; in other words, all content must be written and thought out in such a way that there is a good chain of ideas and encourage an increase in leads, so that our brand reaches as far as possible through resources created by our team. An example is the most recent article on the Ubiwhere website where we published the Booklet Digital Nervous System, a story about a concept created by Ubiwhere. If a good story is created with a beginning, middle and end and manages to connect events, solutions and products, that’s enough to get a potential customer interested in our content. If more leads identify with the story, there’s a chance to have more opportunities for future business;
- Think and act creatively: Before creating and promoting a story or content, you must think and structure everything, step by step, creatively. Why should we do this? Because we want to catch the attention of those who follow us, read and watch our content. The first step is to come up with a relevant and interesting topic. The second step is to reproduce that theme and turn it into audiovisual content. An example is one of Ubiwhere’s videos: “Ubiwhere: Bringing people and technology together with innovative solutions”. This video tells the story of Ubiwhere, mentions its products and solutions, displays its services, and reports on the company's day-to-day life. It’s an example of creative content that attracts and engages followers and fits the company’s communication goals;
- Spreading positive feelings with the content: Wwhen creating digital content in a technology company, it is important to understand that it is imperative to build a story that appeals to and shows trust and is a good example of labour productivity. This requires stimulating the public to view content that demonstrates love for what you do and what the company has been building. One example created by Ubiwhere is in the Stories section of our website: the article “15 Years Of Ubiwhere, 15 Years Of Matching Sustainability With Style”, which looks at Ubiwhere’s journey guided by a positive feeling and value for all those who have contributed to our journey.
In the technology sector, Storytelling should be a powerful tool to help companies achieve their corporate ambitions and goals. Finally, it’s important to realise that a brand, regardless of its field, is known by how it presents itself to its audience. A company’s identity depends on strategic marketing and creative communication: storytelling is the tool that can make the impact we’re all looking to live happy forever.
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