As various technology platforms (e.g., social media, apps, tablets, smartphones, and TV) evolve to become more integrated with one another, more customizable, and more participatory, so are people's expectations around their everyday content experiences, according to a study by Latitude.
However, developing interesting and relevant narratives across multiple platforms is a big challenge for content marketers.
To explore this changing media landscape, Latitude asked leaders in the emerging transmedia space about the challenges and opportunities today's storytellers (or content creators) are encountering. In addition, Latitude polled 158 early adopters of technology in 10 countries, and asked them, "How would you like to experience stories in the future?"
Transmedia storytelling typically involves immersive media experiences, in which the elements of a story are dispersed systematically across multiple media platforms, each making its own unique contribution to the whole. Rather than merely presenting the same content via different formats, transmedia allows each medium to do what it does best—fitting storylines into the most appropriate media vehicle (e.g., video, audio podcast, PowerPoint presentation).
Latitude found that audiences have a growing appetite for media experiences that not only allow them to delve deeper into stories but that also bring stories out of the screen, mingling with actual real-life experiences.
Below, key findings from Latitude's report titled "The Future of Storytelling, Phase 1."
Content needs to be smarter
People want content that's relevant to their real-world experiences. Some 75% of surveyed early adopters said content across mobile devices should become more relevant to where people are and what they are doing in the physical world.
The barriers between digital and physical realities are blurring
The divide between digital and real environments is breaking down. Asked to submit storytelling ideas, 52% of early adopters treated the real world as another platform, in which they incorporated networked real-world objects, augmented reality, 3D projected environments, and other technologies into story ideas.
People want to engage with stories
Audiences want more control over their individual content experiences: 79% of early adopters envisioned interactions that would allow them to alter a storyline—by influencing or becoming a character themselves (56%) or by manipulating plot events directly (37%).
Early adopters are also willing to build and support a story that recognizes their ideas:
- 93% would be willing to submit possible story ideas to content producers.
- 67% would help fund stories they're interested in (e.g., via a platform such as Kickstarter).
- 79% would use their social networks or create promotional materials to help get the word out.
Transmedia is more than media-shifting
For early adopters, transmedia is more than duplicating other media experiences: 82% prefer mobile apps that would complement, not just replicate, their TV viewing experiences, whereas 68% prefer apps that help them access content they already watch elsewhere.
Based on the research conducted, the authors present a framework for storytelling, titled "The 4 I's," which consists of four key elements:
- Immersion: Delving deeper into the story via supplementary context and sensory experiences
- Interactivity: Allowing consumers to become part of the narrative, and possibly influence the outcome
- Integration: Having a seamless connection among all platforms
- Impact: Inspiring consumers to take action of some kind (e.g., purchase a product, sign up for a service, support a cause, etc.)
"So far, one of the biggest insights for us is that the emergence of new technologies means there's a largely untapped opportunity to allow people to tie stories directly into their own lives—bringing narratives 'out of the screen,' so to speak, often through meaningful connections with characters," said Neela Sakaria, EVP and managing director at Latitude.
"We've distilled our findings down into a few key principles, and our hope is that content creators begin to embrace the idea that the desire for interesting cross-platform experiences isn't as niche as some might think."
"Innovative storytelling isn't just for fantasy fiction, and there are exciting new opportunities for news creators and even retailers to use storytelling principles to engage people more deeply," said Sakaria.
About the data: Study participants were age 12-65, 60% male and 40% female, residing in the US (78%) and elsewhere, including Australia, Germany, Japan, Singapore, Turkey, and the UK. More than three-quarters owned and regularly used a smartphone, and 50% were tablet owners (44% owned both).
Continue reading "Is This the Future of Content Marketing? Transmedia Storytelling Emerges" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Content:
How to Generate High-Quality Traffic That Turns Into Leads and Sales: Brian Dean on Marketing Smarts [Podcast]
High-quality website traffic helps improve your revenue and marketing ROI. So how do you get there? Brian Dean shares tips, tricks, and tools for a strategy that results in more sales and leads. read this »
The Power of a Collaborative Content Strategy: Andy Crestodina on Marketing Smarts [Podcast]
Why create content all by yourself when you can collaborate and have more fun? Any Crestodina shares his powerful mindset around content creation and gives examples, tips, and a path to follow when collaborating. read this »
The Knowledge Bank: Your Marketing Content Team's New Favorite Tool
Ever felt like you need a reference library for your marketing content? Of course you have. It's called a knowledge bank, and its existence will make everything easier. read this »
How Content Teams Are Boosting Content Creation Using Automation Tools
We can all admit it: Creating content can feel like a slog at times. Fortunately, software has caught on, and there are plenty of tools that make the process easier. Here are six of them. read this »
Traditional Content Marketing Is Broken—Here's How Amplified Marketing Can Fix It
Amplifying your content can be as simple as breaking a larger piece into bite-sized (byte-sized?) pieces, and there's no better way to get those pieces than by having a good conversation. read this »
The Podcast Boom: Audience and Content Trends
People who listen to podcasts daily say over the past two years they have been listening to podcasts more frequently and have also been listening to more titles, according to recent research from Nielsen. read this »