The story of the horse,
that we make the unicorn.

In the area of content marketing storytelling lies the opportunity for companies to finally become tangible and win customers who stay. Because the emotional connection to a brand or product is more important to people than ever. They identify with problems, learnings and desires that come out of your brand core. We make an unmistakable story out of it for your website! Or: Turn a ballpoint pen into the first magic wand for ideas.

Martin Bauer - Managing Director COCO Content Marketing Agency in Munich

Martin Bauer, Managing Director
+49 89 45099350

Storytelling elements in content marketing


You want to be remembered? Use storytelling!
There are various methods in storytelling. What they all have in common is that the story of a company, a brand, a person or a product is told. The most important element is therefore the language. It doesn't matter whether the story ultimately appears on the website in form of text. This method works just as well as a film. It could also be used as the basis for a comic strip. Or run in the form of a 10-second video on TikTok. At the beginning there is always the summary of the story in form of a text.

We write your Stories on. This always consists of several parts. We research these partial stories. We are happy to interview the people involved from your company. This is how a Text or even a script for the final implementation of the storytelling method on your website.

Good pictures, graphics and videos play an important role in content marketing - especially in storytelling, they are an essential method to convey the values of your brand. We are experienced in briefing photographers and film producers. Our scriptwriters know how to write texts that are well suited for a voiceover or a reading by a live presenter.

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Martin Bauer - Managing Director COCO Content Marketing Agency in Munich

Martin Bauer
Managing Director

30 minute online meeting

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Story platform on recycling and waste disposal

Development of the website, appropriate content and meaningful infographics

The hero's journey as a storytelling method

The most famous method in storytelling is the hero's journey. It was originally developed by Joseph Campbell. Today, this script serves as a template for an endless number of Hollywood movies, such as Star Wars, Pretty Woman, Lord of the Rings and many more.

But what does the hero's journey have to do with your business?

The point is to tell the story of your company, the company founder or even individual products in a way that appeals to and convinces the customer. There are different variations on the sequence of steps. Essentially it is:

1. The initial situation (rational and emotional)

2. The departure (alone, in a team, with a mentor)

3. Hurdles and how they were overcome (different variants)

4. The goal (again rational and emotional)

This structure can be used to tell an infinite number of stories about your company. We have experience in applying this method in specific company situations and in many industries. The size of the company is completely unimportant. The method works just as well for the sole proprietor as for the DAX company. There is never a lack of content. It's just a matter of putting it into the right form. This is how we convince your customers.


"I am very satisfied with the trustful cooperation with COCO at all times. The personal attention and responsibility they have taken for all components of our projects allows us to clearly position our companies in terms of content."

Kerstin Gibis, Project Manager Online Communications at Baader & Heins Capital Management AG

Frequently asked questions about storytelling


Even if it's just a little bit.

You don't have to present every little shred of your story on the Internet to tell a good story. If you go about it the right way, just a few elements will suffice. For example, an exciting "About Us" section on your website or an engaging image video about your company.


A good Story is emotional and authentic. Because users want to gain personal insights into your company. That's why it's important that you strike the right tone when communicating your story.

A good story is always based on the company's target audience. Which parts of the company's history are interesting for the target group? And which are less significant? All of this must be determined in advance in order to address the users in a targeted manner and to inspire them about your company.

A good story inspires. Tell whoever reads your story to tell their friends what they read about your company. "Did you actually know that Company XY has been completely climate neutral for years?" or "I read that Company XY was founded back in 1870. Isn't it incredible that they're still around?".

A good story creates trust. The longer your company has been in existence, the more basic trust your customers will have in you. Because experience is always an important argument. If you can convey your knowledge and experience in your story, this creates trust among your customers.

The hero's journey is our approach to telling corporate stories. From the initial situation and a problem, through the beginnings of the company and the hurdles taken, to today, your company story can be told like the journey of a novel hero.

Depending on the phase, content must be communicated differently. Whether emotional or factual, the goal is always to inspire the customer about your company and your vision. Because your values and future goals are also part of holistic storytelling.

Latest blogposts around storytelling

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