THE STORYTELLING ORGANIZATION

A model to support programmatic storytelling.

Awareness Desire

Action

Storytelling Journey

THE STORYTELLING ORGANIZATION

What is Programmatic StorytellingA 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

WHAT IS PROGRAMMATI

C STORYTELLING

?

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.

KEY FUNCTIONS IN A

STORYTELLING ORGANIZATION

ESSENTIAL UNDERSTANDING

AudienceMotivation, needs, and preferred touch points

LanguageSEO, taxonomy, messaging, positioning, common language for translation

Design and DevelopmentUser-centered design applied to narrative design, creative direction, and multimedia production

Emerging TrendsEvolving social media patterns and media types such as Virtual Reality, Augmented Reality, 3D and other visual storytelling methodsAnalyticsUse 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

STORYTELLING ORG CHART

Storytelling VisionaryLeads Story

Development and Production

SEOtaxonomy + metadata

Narrative Designstory architecture

Creative Directiontone, voice, style

Distribution Mgmttouchpoint publishing

Showrunnerwriters and editors

Promotionssocial including USG

Production Mgmtschedules and budgets

Analyticsaudience metrics

Product Management

Liaison

THE CENTRAL NARRATIVE

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

THANK YOU!

For help designing your storytelling strategy and programs, contact:

Linda HenryFound Story Farm