.Global, content strategy, gamification, Mobile, Social Media, Transmedia Storytelling, User Informed Content — August 27, 2012 11:31 — 9 Comments
How Transmedia Storytelling will Transform the Role of the Content Strategist
How users consume content is changing at a rapid rate. Social Media, mobile and Gamification have all created a need for how brands conceptualise, create, syndicate, manage and optimise content. This shift in thinking means content strategists will need to be cross-discipline. To meet this user generated demand for a Transmedia experience content strategy needs to shift from static content, served up to a passive audience through informative messages, to dynamic content co-created with a participatory audience through interactive messages. This will require a fundamental shift in how both agencies and brands view the role of a content strategist and also the skills required to be a content strategist in a Transmedia environment.
What is Transmedia Storytelling? The Wikipedia definition reads “Transmedia storytelling (also known as Transmedia narrative or multi-platform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, and is not to be confused with traditional cross-platform media franchises, sequels or adaptations”.
What this means for content strategists is that the story you tell through your content needs to be purpose built to live across multiple platforms and the real world, be flexible by allowing the audience to participate and delve into deeper levels of the story, and give them the opportunity to take contextualised actions around elements of the story.
Immersion – Can I go deeper into the story-world?
Interactivity – Can I change or influence elements of the story?
Integration – Is a cohesive story being told across platforms?
Impact – Does the story inspire me to take action in my own life?
See below for the summary of the feedback from the 158 early adopters interviewed.
This report provides clear foundations for the future of content strategy. It means Content Strategists can no longer afford to specialise in just Digital or even Social Media. You will need to expand your skill set to include a deep understanding of above the line, mobile, games and offline experiences. Transmedia Storytelling is not a fad; it’s the convergence of media channels to meet the need of the user.
I’m an avid believer in User Informed Content and the results of this Transmedia Storytelling research only furthers my belief that by providing the user with the experience they want you will get the behaviour you desire.
For further reading on how the content strategy discipline is evolving please see The Future of Content Strategy: User Informed Content also by Kohlben Vodden