Have you heard the statement: “content is king”? While that may be true, “content” is a technical term. By pushing out content with no direction, no strategy, no purpose, no goals, and no targeted audience, one will just end up wasting time and resources even if your content is beyond incredible.

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What’s missing in today’s “content” is storytelling. Content on it’s own could mean a photo, a text, or even just a combination of words. Words alone can be empty, and without a silver lining, will remain unheard, and won’t create a single ripple among our audience in the online surface. Digital stories, on the other hand, do. Stories are the oldest form of exchanging information. Who doesn’t enjoy telling or listening to a good story? Over a meal, on the bus, or on social networks, good stories are what capture us out of our day to day, even if it’s just for a moment. A story outlines experiences, the challenges faced, the solutions found, and the helping hands along the way. Stories that take our minds to another place are an art. This article explores how the greatest storytellers can teach us to apply this art to our own digital stories. 

Organizations are understood through the products and services offered, the values they live, the actions they take, the events they host, and the questions they spark in their audience. Our perception about an organization’s products, services, values, actions, events, and questions depends on what the constellation of elements leads us to deduce. Storytelling is the art of deduction. American director and screenwriter Andrew Stanton (most commonly known for Toy Story and Wall-E) defines storytelling as, “knowing that everything you’re saying, from the first sentence to the last, is leading to a singular goal, and ideally confirming some truth that deepens our understanding of who we are as human beings”. 

Digital storytelling is about organizations shaping their constellation of elements across digital channels to allow their audience to draw from them, capture a truth about the organization, understand the corporate values  represented, and most importantly, digital storytelling is about evoking wonder. In the noise of online marketing, digital storytelling aims to hold your audience still for a brief moment in their day.

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The beauty of digital storytelling is that it allows for audience interaction. It is true that a listeners story memory improves if they are able to interact and join the experience. Incorporate digital campaigns to allow your audience to publicize their own stories drawn from your brand or make use of live tools on Facebook or Instagram to engage your audience by asking questions. Interaction requires respondents from both sides. When your audience takes the time to interact with your organization’s story, its is important to show appreciation and respect through an appropriate response. Make the digital story effort one of giving and receiving.

Published by Stanton

Positive and provoking, I am a digital creative who is keen to learn and contribute. With over 5 years of experience working & learning with internationally recognized organizations and institutions, I am passionate about using multimedia digital solutions to lead especially the growing men and women to GOD, inspire them to reach their utmost GOALS, and experience Christlike GROWTH in their lives.

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