The Art of Storytelling in Marketing (TAS)
فن السرّد القصصي في التسويق
In a world saturated with content, conveying information alone is not enough, a story must be told, one that resonates emotionally and remains in memory. Modern platforms such as Instagram, TikTok, and YouTube rely heavily on visual and auditory storytelling to engage audiences, making mastery of this skill essential for anyone seeking to make an impact. A well-crafted story does more than deliver a message; it stimulates emotional responses, making it more memorable and persuasive, whether in marketing, brand building, or awareness campaigns. For this reason, marketers and public relations specialists rely on the power of storytelling to create impactful and shareable campaigns. Similarly, non-profit organizations use storytelling to communicate their causes in emotionally engaging ways, rallying support and transforming dry information into vivid experiences that leave a lasting impression.
This is where the importance of this training lies. It equips participants with practical tools and strategies to master the art of storytelling, enabling them to create more engaging and influential content suited to modern platforms.
After completing The Art of Storytelling training, participants will acquire practical skills and effective strategies to enhance audience engagement through:
- Using storytelling to evoke emotional responses and strengthen the impact of media messages.
- Developing content tailored for platforms like Instagram, TikTok, and YouTube to attract and engage target audiences.
- Mastering content creation tools for visual and audio production, ensuring compatibility with modern digital platforms.
- Analysing successful examples and extracting key insights to apply in their own projects.
Participants will also engage in hands-on training to produce integrated digital content, providing them with real-world experience in executing their projects.
- Non-profit organization workers, to utilize storytelling in awareness campaigns.
- Marketing and public relations professionals, to improve their ability to create engaging content that strengthens corporate identity.
- Entrepreneurs and small business owners, to learn how to produce impactful content that enhances their brand.
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- Type: Classroom/Hybrid/Online/On-Client Premise
- Duration: 15 Hours
- Language: English
Objectives:
Participants’ skills will be developed gradually, progressing from basic understanding to creative execution, to enhance their ability to produce impactful and professional storytelling content.
- Knowledge:
- Introduce participants to the concept of storytelling and its key elements (character, plot, conflict, resolution).
- Explore the impact of storytelling in digital media and marketing.
- Understanding:
- Explain the relationship between storytelling and emotional audience engagement.
- Analyze successful examples of storytelling used in marketing and awareness campaigns.
- Application:
- Apply storytelling techniques to create visual and audio content suitable for various digital platforms.
- Analysis:
- Compare different storytelling methods in terms of impact and audience engagement.
- Identify strengths and weaknesses in storytelling strategies used in brand communication.
- Evaluation:
- Assess the effectiveness of produced stories based on engagement, appeal, and clarity of message.
- Recommend improvements to published stories to enhance their influence on the audience.
- Creativity:
Develop original storytelling content that reflects personal or organizational identity in a unique and engaging way.
Topics:
- The concept of storytelling in digital media.
- Key elements of a successful story.
- Types of storytelling in digital media.
- The psychological and emotional impact of storytelling.
- Turning ideas into actionable scripts.
- Principles of writing for audio and visual media.
- Digital tools for producing visual and audio content.
- Designing a script and creating a storyboard ready for production.
- Analyzing real-life examples of successful content on digital platforms.
- Producing a complete digital story and presenting it for feedback and evaluation.
Trainer
Najah Musallam
A media professional and trainer in digital content production and media communication, with over 16 years of experience in media and content creation. She is a university lecturer at the Faculty of Media at Al-Quds Open University and the Arab American University, where she teaches specialized courses in public speaking, effective communication, and digital storytelling.
Najah has delivered specialized training in digital storytelling, creative writing, and content marketing for entrepreneurs, influencers, and media and public relations staff in Palestinian ministries. She has contributed to developing digital identity strategies and producing visual and audio content, with practical experience in podcast production. She has also organized and moderated discussions on media and social issues, such as environmental coverage and digital media in awareness campaigns. Her coverage of the 2016 US elections provided her with deep insights into media trends and effective message crafting. Najah holds a Master’s degree in International Relations, specializing in Diplomacy, and a Bachelor’s degree in Media (Radio/Television).
Prerequisites
No advanced experience in media or content production is required. However, participants are expected to have a basic understanding of social media and access to a laptop or smartphone capable of running video and audio editing software.
