Beyond the generic story marketing principles, the digital era brings in new opportunities to deliver stories and interact with the audience in many ways, but the competition for the audience is tougher than ever before. Consumers nowadays view contents through many different channels and devices. The rise of the social media platforms has turned the marketing systems upside down, and so the strategies have to adapt.

Transmedia storytelling is the technique to deliver a story experience through many different platforms and formats, using digital technologies and adapting to various devices. Every platform and device has unique characteristics that make it necessary to develop unique contents adapted to these characteristics. The challenge of transmedia storytelling is to create all these different contents but to make them complementary in order to deliver a consistent storytelling experience.

Furthermore, thanks to the new technologies and social media platforms storytelling turns into a multi-directional conversation where everybody is entitled to participate, and therefore marketers have to shift their role into conversation enablers and facilitators. Marketers still have a say in these conversations, but no longer control the brand reputation.

They have turned from Brand Managers into storytellers, or more precisely, story conveyors. Now the branded content is no longer fully created by the marketing departments, it is developed through co-creation with consumers and other stakeholders.

With transmedia storytelling many marketing strategies need to be reviewed:

Content format strategy. The brand story has to adapt to various platforms and devices, and so needs to be produced in many formats such as video, podcast, e-book, micro-blogging, etc. delivering unique content experiences in every platform, but properly coordinated to deliver a consistent story experience for the followers using two or more different channels.

Content creation strategy. As aforementioned, stories in marketing 3.0 are primarily created by consumers and other stakeholders rather than by marketers. Marketing departments enable and facilitate the content co-creation among stakeholders. Stories have to come from consumers to be more authentic, meaningful and credible.

Content delivery strategy. In the new marketing paradigm stories are mostly delivered by the consumers themselves, who share the content they like and trust with their friends and relatives. Consumers mostly pay attention to the content received from their trusted acquaintances, and so the brand followers become the main story deliverers.

Content purpose strategy. Every piece of content should have just one purpose and so only one call to action. When creating the content piece marketers should clearly know what type of action they want the audience members to take, and communicate it clearly. Intending to drive multiple actions is likely to create confusion and end up with a passive reaction.

Content SEO strategy. Even if the strength of the content strategy is the desire of the followers to share their favorite stories, it is also convenient to take into account the SEO strategy. As long as we want to attract audience targets searching for specific topics, we have to consider the keywords they use in their searches to include them in our content.

Would you consider other strategy adaptations –apart from content media strategy-?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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