The Storytelling Organization
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Content Strategists must cultivate the ability to serve as story engineers in a restructured organization designed to support strategic Programmatic Storytelling.
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The Storytelling Organization
- 1. THE STORYTELLING ORGANIZATION A model to support programmatic storytelling.
- 3. THE STORYTELLING ORGANIZATION What is Programmatic Storytelling A strategic storytelling approach to content strategy Key functions, roles and responsibilities in a Storytelling organization Content strategists must cultivate the ability to serve as story engineers The Central Narrative The hook that moves your audience with intentional design across your media ecosystem
- 5. PROGRAMMATIC STORYTELLING A method of architecting stories by evaluating user behavior, constructing a program plan, and developing story elements to distribute over time, across owned, earned, and paid media.
- 7. ESSENTIAL UNDERSTANDING Audience Motivation, needs, and preferred touch points Language SEO, taxonomy, messaging, positioning, common language for translation Design and Development User-centered design applied to narrative design, creative direction, and multimedia production Emerging Trends Evolving social media patterns and media types such as Virtual Reality, Augmented Reality, 3D and other visual storytelling methods Analytics Use cases based on data from both quantitative and qualitative sources of content metrics At the heart of your programmatic storytelling strategy is a leader, passionate about moving beyond connect-the- dots content mapping to a focus on larger stories, designed with intention to move your audience across your media ecosystem. In this age of omnichannel customization, you must provide context and perspective at the speed of swipe. The storytelling visionary will be required to direct a range of disciplines that come together in order to provide a balance between storytelling and real-time reporting. Storytelling Vision Responsibilities
- 8. STORYTELLING ORG CHART Storytelling Visionary Leads Story Development and Production SEO taxonomy + metadata Narrative Design story architecture Creative Direction tone, voice, style Distribution Mgmt touchpoint publishing Showrunner writers and editors Promotions social including USG Production Mgmt schedules and budgets Analytics audience metrics Product Management Liaison
- 10. INTENTIONAL STORY DESIGN ACROSS MEDIA The best ideas are given form, tested, and reconfigured based on data analysis Production Content is optimized for and published across touch points where your audience congregates Distribution Architected as part of a greater whole, story elements are shaped into a format suitable for each media channel and target audience preferences Design A central narrative keeps the focus on the subject and ties together story elements across your media ecosystem Ideation
- 11. THANK YOU! For help designing your storytelling strategy and programs, contact: Linda Henry Found Story Farm
Editor's Notes
- Creative Direction: Within a Storytelling team, this role directs multimedia voice, tone, and style, optimized for specific media. This is different from the traditional brand creative director responsible for a brand’s visual language and overall look and feel. Showrunner: A concept borrowed from TV production, the showrunner leads writers and editors of all content elements to be distributed across your media ecosystem, including new formats as they emerge. Close collaboration with SEO, Narrative Design, and Creative Direction is essential.