Digital storytelling is a large part of any marketing strategy. The accessibility of digital media means there are more ways than ever to get your story noticed. Digital media opens up a lot of doors and makes your content accessible to more people and in more ways than traditional storytelling mediums. The key is using this accessibility to your advantage, and not getting lost in the plethora of digital content.
Read on to learn how you can use the accessibility of digital media to get your story noticed.
Social Media is a key tool to get digital content noticed. For individual written stories, social media can help circulate the content to your various audiences and become part of a larger conversation.
Your followers on each of your social media channels combine to form an overarching digital target audience. By sharing links to your stories through social media you reach a wider audience than you would if you posted an article only a blog.
You can use social media accounts to make your audience aware of your written content and get it noticed. You should cater your notifying posts to each of the different social media platforms. For example, twitter should be used to share your story in a short engaging way, while Instagram should be a visual representation of your post.
Nearly every social media platform allows you to link to an outside webpage such as a blog post.
The frame of the social media site matters in how to connect to outside links. Facebook and Twitter, which can be used on computers or mobile devices allow you to link pages in rather traditional ways, meaning just clicking the link. Mobile apps like Instagram and Snapchat make going through to the story even easier by allowing linked articles to be accessed just by swiping up on story mode.
Social media is also a great place to interact with other people regarding your story. Asking questions of your audience about the topic of the story gets people interested in your story.
Social media platforms, especially Twitter, is a great place to converse with other experts on your story topic. Being part of a larger conversation can help a lot with getting your story noticed.
Finally, social media is also beneficial in reformatting stories into multiple mediums for easier consumption.
For example, you can use social media photos for storytelling or YouTube video stories. Digital media is more than just words and images, you can add audio and video as well, which helps your brand interact with a larger range of audiences than a long form written story.
Creating content that your target audience wants to see is the basis of content marketing, and is necessary if you want to get your story noticed. You can learn more on how to captivate your audience through social media in an upcoming post.
Fortunately, digital media has an enormous amount of data attached to it that you can use to optimize your content. Because content on social media is so accessible, you can gather an enormous amount of data across your digital platforms including information on your target audience and content performance.
You are constantly gathering data across your digital platforms about who is interacting with your content, and what content is gaining the engagement from your audience. Once the data is gathered you can analyze it in a few ways.
Artificial intelligence software has the ability to analyze what type of content is best for each of your social media accounts in real time and give you content suggestions. AI helps you make creative choices down to the specific details of colors and aesthetics that should be include and topics to cover. It can even go so far as to tell you the optimal time to post your content in order to reach your audience in the most effective way.
Using the data that is available to you from digital media to your advantage can help you spread your story in the best way possible.
You can learn more about how you can increase your performance using AI informed content decisions.
The accessibility of social media, and digital media in general, means that anyone can be a storyteller. The brand storytelling process is no longer limited to marketers.
The growing population of potential storytellers is a valuable tool in getting your content noticed and gaining traction. Content that is created or shared by everyday people as opposed to paid members of a marketing team also has the added benefit of coming across as more authentic and believable.
You can take advantage of these extra storytellers by using user-generated content and posting content that is easily shareable.
User-generated content is one way your audience can participate in your brand story. This is a topic we cover in more detail in our content creators guide to storytelling, but in short, User-Generated content can be everything from participating in a brand hashtag, posting about a product, or using a branded filter. User-generated content shows how real people interact with your product and how it affects their lives.
You can also utilize user storytellers by encouraging them to share your content with their followers. Snackable content is short form content that is simple and ultimately really easy to share. Consider turning your story into a snackable piece of content to get it noticed.
In digital media you can use embedded links to connect to other webpages within a story. These are helpful in a few ways.
The accessibility of digital media allows you to tell more complete stories because you can interconnect them. Through internal and external links, you can expand on any given topic that is mentioned in your piece. This is beneficial because it allows you to give your audience the option to learn more about the topics they need more information on. They then have access to additional clarifying information if they need it, but don't need to read through extra paragraphs if they already know the information. So, they can be more arch of knowledge. Internal links to other posts of yours also allows readers to explore other stories you have to share.
In addition to forming a more cohesive story, embedded links have the added benefit of helping you rank higher in a search engine.
There is a direct correlation between the number and quality of links you use in your stories and how you rank in search engines. External links and internal links helps your SEO. It’s better for SEO if you use internal links but since the goal is to tell the most complete story external links are still helpful.