Once every quarter, we set up a time frame for every consultant in our agency dedicated to writing a new blog post. With about 20 people, a \u201cblog sprint\u201d like this provides enough articles for the coming months. Today, again, is one of those days. Ironically, the theme of my own \u201csprint\u201d is \u201cSlow Storytelling\u201d, a plea not to be the first to run through the finish line. Or is it?<\/p>\n
I have derived the term from concepts such as \u201cslow journalism\u201d or \u201cdecelerated journalism\u201d and \u201cslow media\u201d. Although there may not be many books or articles about the topic, there are many voices that speak of the concept. The first noteworthy scientific publication on the subject was written by the Australian media lecturer Megan Le Masurier. In her article \u201cWhat is Slow Journalism\u201d from 2015, she provides early definitions and characteristics. My favourite explanation of the concept is that \u201cdecelerated journalism gives up the fetish of wanting to beat the competition. It appreciates accuracy, quality and context, rather than being the first. It avoids celebrities, sensations and events already covered by a herd of reporters. It takes its time to experience things. It seeks untold stories. It relies on the power of the narrative. It sees the audience as collaborators.\u201d (Berkey-Gerard 2009)<\/p>\n
Good examples of slow journalism are narratively<\/a> und Aeon<\/a>.<\/p>\n But what does this have to do with Brand Storytelling? After all, this is the overarching theme of our blog. The answer: A great many things, because:<\/p>\n +++ BREAKING NEWS \u2013 CONTENT MACHINE CLOSE TO BURN-OUT+++<\/p>\n The great fatigue doesn\u2019t spare Content Marketing.\u201cHow to Come Up with 93 Blog Ideas in 10 Minutes<\/a>\u201c, \u201c101 Blog Content Ideas To Make Your Blog Post HOT<\/a>\u201d, \u201c103 Blog Post Ideas That Your Readers Will LOVE<\/a>\u201d. Tips such as these are merely a symptom. With shooting out quickly devised headlines and topics, companies feed search engines, social media channels and inboxes. Just like their competitors, they publish their tips, tricks, best practices, how-to\u2019s, etc, in order to not be invisible. They have to.<\/p>\n For a long time now I have been observing a certain fatigue in myself, also from a reader\u2019s point of view. When I started working on our book \u201cStorytelling f\u00fcr Unternehmen\u201d (mitp Verlag), I subscribed Google Alerts on the subject, which I still scan on a daily basis. If the headline sounds somewhat relevant, I click on it, look at the first three sub-headlines and pictures and, from time to time, post it on Twitter. In reality, I only read two sentences because I can imagine the rest very easily. It has become very rare for an article to grab my attention long enough to actually finish it.<\/p>\n Klicken Sie auf den unteren Button, um den Inhalt von giphy.com zu laden.<\/p> The Struggle against Invisibility and Fatigue<\/h4>\n