Frameworks For Storytelling.
Frank Rose, whose book The Art of Immersion details how we moved from being onlookers to actors in popular culture, put it this way. He talks on the rise of a ‘deep’ media where tales are designed to fully immerse the audience rather than merely amuse them.
The advent of the internet has made this feasible by facilitating true two-way engagement between a company and its clients. With the use of digital content marketing, a company may make its target audience feel like they are an integral part of something bigger.
Although the possibilities presented by mediums such as social media may seem boundless at first glance, capitalizing on them depends on a well-defined strategy. You need a tried and true structure in order to produce interesting and engaging tales time and time again.
But what would the structure of such a narrative be like? We interviewed Simon Fitzgerald, Vice President Integrated Marketing at Text100, and Stuart Tucker, Chief Customer Officer at hipages, to get their insight.
Gain ideas for your next narrative
John Keats was married to Fanny Browne. There was the Dark Woman in William Shakespeare. A muse has been the source of inspiration for many a great writer. So, how is your team doing?
Pull individuals out of their normal routine every once in a while, as Fitzgerald recommends, to spark their imagination. Whether exercising, commuting to and from work, or even sleeping, “the finest ideas often flow when our brains are relaxed and not being pushed to think in a systematic method,” as the saying goes.
Tucker, on the other hand, actively seeks out opportunities to see renowned storytellers live so that he might emulate their craft. He says that George Martin, the former manager of the Beatles, is one of the most fascinating speakers he has ever heard.
Looking at the work of businesses outside your sector may assist to fuel the creative fire, but there is a risk in creative teams keeping too tight a check on what rivals are doing (for fear of unintentional imitation).
Apply a method to your content brainstorming
An organization has to have established policies and processes in order to generate innovative concepts within the larger narrative framework. Text100 and hip ages, according to Fitzgerald and Tucker, discover that they share comparable creative techniques inside this “content ideation framework,” which may take numerous forms.
Realize your end goal and zero down on your top priorities. Learn the nature of the issue and your desired outcomes. Keep in mind that it is impossible to achieve success if you don’t know what it is you want.
Recognize the target demographic: who is the tale intended for? For what reasons do they act the way they do? According to Fitzgerald, “some emotional or human aspect underlies each great tale.” “Your tale will fail if the reader cannot identify with it and it does not evoke any kind of feeling in them.”
Brainstorming is the act of coming up with ideas quickly and freely without worrying about being judged. As a result, more robust and original concepts emerge. Fitzgerald suggests breaking into smaller groups to prevent just one or two people from dominating the conversation. “One effective strategy is to write down ideas and pass them on to the next person so they may be expanded upon.”
Refine your search by asking yourself whether the tale you’re considering will achieve your goals. How well will it be received by the intended audience? Can it be distinguished from similar works?
Create an outline of a few paragraphs to help you fine-tune your narrative before you dive in and start writing. Just make sure it’s moving and interesting, and keep it basic.
Publish your work in the appropriate forum.
The increased depth of engagement that a content marketing initiative may provide is both an asset and a liability for modern-day organizations. How do you decide which medium to use to convey your story when the options are so varied?
Fitzgerald argues that “the format shouldn’t be the starting point.” “The structure is both a strategy and a means of communication. The most crucial step is figuring out who we’re trying to reach and how we might attract their attention; this knowledge will guide our choice of format(s), message(s), and tactics.
When the tale has been written, then choose how to distribute it, whether that’s via user-generated content (UGC), an augmented reality app, or even a banner aircraft.
The ideal way to convey the tale you create will likely be suggested by the story itself. Whether it’s meant for a younger audience or deals with technological themes, it has to be presented in a way that appeals to them. Yet your brand can’t be conservative when it comes to developing campaigns; if you want to tell a tale that is genuinely eye-catching and successful, you need to exhibit a willingness to embrace new technologies.
Include a business focus into your content planning.
Although it’s understandable that hitting “send” on your tale might seem like a last chapter, in a professional setting, that’s far from the case. The advertising plan has given you a goal to achieve with this narrative.
After the campaign is online, you can then measure its success and learn from it. You’ll need to make adjustments (or even start again) if it doesn’t achieve its aims.
The beauty of digital marketing is that it allows for pinpoint accuracy when measuring, analyzing, and fine-tuning a campaign. Yet, this requires thorough analysis of performance by your staff.
Humans have been using tales as a means of communication for all of recorded history. Our minds are hardwired in that way for a reason. While the medium of storytelling has evolved from cave walls to smartphone screens, it still serves as a potent promotional tool for any business.
