{"id":3415,"date":"2023-11-08T10:44:33","date_gmt":"2023-11-08T10:44:33","guid":{"rendered":"https:\/\/sustentable.digital\/blog\/?p=3415"},"modified":"2023-11-08T10:44:35","modified_gmt":"2023-11-08T10:44:35","slug":"la-importancia-del-storytelling","status":"publish","type":"post","link":"https:\/\/sustentable.digital\/blog\/2023\/11\/la-importancia-del-storytelling\/","title":{"rendered":"La importancia del storytelling"},"content":{"rendered":"\n<p>Desde la <em>Alegor\u00eda de la caverna<\/em>, de Plat\u00f3n, hasta las publicidades de Coca-Cola, todo se erige sobre la base de los grandes relatos. La historia est\u00e1 hecha de historias.\u00a0<\/p>\n\n\n\n<p>En ese sentido, ser\u00eda un error creer que el marketing digital puede estar exento de ello. Pero, \u00bfpor qu\u00e9 es tan importante?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling-1024x1024.png\" alt=\"\" class=\"wp-image-3416\" width=\"344\" height=\"344\" srcset=\"https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling-1024x1024.png 1024w, https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling-300x300.png 300w, https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling-200x200.png 200w, https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling-768x768.png 768w, https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling-150x150.png 150w, https:\/\/sustentable.digital\/blog\/wp-content\/uploads\/2023\/11\/Storytelling.png 1081w\" sizes=\"auto, (max-width: 344px) 100vw, 344px\" \/><\/a><\/figure><\/div>\n\n\n<p><\/p>\n\n\n\n<p>Porque el storytelling juega con algo m\u00e1s profundo que lo que supone una transacci\u00f3n econ\u00f3mica por un servicio o un bien material: pretende narrar un relato con el que las personas puedan identificarse; busca ser un discurso que interpele al potencial consumidor, tocar las fibras m\u00e1s \u00edntimas de las y los usuarios, con la intenci\u00f3n de generar un v\u00ednculo emocional con ellos, una relaci\u00f3n que trascienda lo comercial.<\/p>\n\n\n\n<p>Sin embargo, contar la historia detr\u00e1s de un producto no significa inventar una an\u00e9cdota \u201cvendible\u201d \u2014no, por lo menos, si se pretende actuar de forma \u00e9tica. Significa encontrar un genuino punto de contacto \u2014si hay m\u00e1s de uno, \u00a1mejor!\u2014 entre lo que la marca tiene para ofrecer y el p\u00fablico al que apunta, de modo que los rasgos a priori propios, espec\u00edficos, puedan convertirse en motivos universales.<\/p>\n\n\n\n<p>De esta manera, si la historia est\u00e1 bien construida, si es aut\u00e9ntica, real, si propone una experiencia rica, emocionante y universal, lo m\u00e1s probable es que el producto se fortalezca. Si la comunicaci\u00f3n logra conmover, los conceptos, las ideas, los slogans, las im\u00e1genes y hasta los colores quedar\u00e1n retenidos en nuestra memoria. El resto\u2026 llega solo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Desde la Alegor\u00eda de la caverna, de Plat\u00f3n, hasta las publicidades de Coca-Cola, todo se erige sobre la base de los grandes relatos. La historia est\u00e1 hecha de historias.\u00a0 En ese sentido, ser\u00eda un error creer que el marketing digital puede estar exento de ello. Pero, \u00bfpor qu\u00e9 es tan importante? Porque el storytelling juega [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-3415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La importancia del storytelling - Sustentable Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sustentable.digital\/blog\/2023\/11\/la-importancia-del-storytelling\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La importancia del storytelling - Sustentable Digital\" \/>\n<meta property=\"og:description\" content=\"Desde la Alegor\u00eda de la caverna, de Plat\u00f3n, hasta las publicidades de Coca-Cola, todo se erige sobre la base de los grandes relatos. 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