Does Marketing Need A Transmedia Storyteller?
Steve Rubel explains the importance of pervasive stories in today's crowded media landscape.
Yes, it does! A recent post by Steve Rubel (SVP, Director of Insights for Edelman Digital) titled “The Rise of the Corporate Transmedia Storyteller” explains why. Rubel sets the stage for his idea with the following statistic from Google CEO, Eric Schmidt:
“Every two days now we create as much information as we did from the dawn of civilization up until 2003.”
This data point reflects just how difficult it has become to reach people when millions of voices famous and not are clamouring at once for attention via tweets, status updates, check-ins, images, and videos. This observation is the framework for Rubel’s argument in favour of the Transmedia Storyteller.
The new law of digital relativity (e.g., the relationship between time and space) means the end of scarcity. This was the currency that, for years, powered marketing budgets, filled media coffers and drove the information economy. Now that scarcity is gone, however, we will need to adopt a new set of skills.
So then, how can companies evolve in a space they once pioneered and impact a crowded digital space? Make way for the Transmedia Storyteller. Rubel provides insight that can be applied by marketers to develop quality content that will resonate with their audience – a few key points below.
• There’s art and there’s junk. Audiences want art.
• To stand out today it’s critical that businesses create content. Activating your cadre of internal subject matter experts is the surest path to visibility.
• The reality is, however, that organizations need to do more than just unleash their subject matter experts en masse. They need to activate them in multiple channels at once and equip them in how to create a compelling narrative.
• Transmedia storytelling is the future of marketing. And those who can span across formats and share their expertise will stand out in an age of Digital Relativity.