Transmedia means ‘ the use of many different media platforms to tell a similar story’. Transmedia is the modern day response to the enormous shifts in the way we talk with our consumer base and to attract new customers.
The biggest problem most companies have is defining WHAT their story is and then HOW to present this to the world. The biggest problem SEOs and SEMs have is WHAT to talk about to make their content engaging and HOW to get people to share and interact.
The goal of transmedia story telling is Sales and Lead Generation. We mustn’t forget that. This is done through 2 approaches which are commonly not within the capabilities of a company’s marketing team.
- Create online recognition through a myriad of publications (see ‘Content Curation’ below), engagement and reshaping by viewers. Tie this in with clever lead funnels the result is lead generation and sales.
- Reaping all the benefits Google gives from a powerful online presence, keyword targeting and viewer interaction and thereby lead generation and sales.
What Content Curation Includes
Unless you want to be swallowed up by the seismic amount of online publications, one must stay competitive in your industry content volume. Here we have the need to keep every platform you own alive with rich, compelling, informative and entertaining content to help new and existing consumers engage, purchase and share. Content curation is probably the most aggressive, down and dirty, painfully voluminous part of the process.
Content curation includes:
- Video creation
- Social media
- SlideShares / Presentations
- Guest Articles
- Published Books
Using Media Campaigns
To set a brand in stone, the building of relationships with journalists, influencers and industry leaders is key to building credibility and hitting the millions of potential customers who are all out there waiting to be serviced or sold. This is done through media relations. Everybody has a story which can be made interesting. The road to a brand’s success is paved with exciting media which ricochets across all communication mediums.
Media campaigns are corporate stories told in a holistic way through leveraging of a third party media platform’s existing strengths. They are written by independent journalists who are provided with rich and enticing information, backgrounds and innovation on your company. This is the fire-storm which will make your brand a permanent fixture and probably the most important in your transmedia campaign.
Blending in your SEO Campaign
We all know that the creative marketers rarely permit instruction or influence from SEOs. This has come about due to poor guidance in the past such as demands for keyword padding and other illegitimate SEO practices. The simple truth is, PR, content creation and media campaigns are all signals for Google and work in tandem for SEO purposes if the high level goals are understood by everyone.
So, content marketers, makes sure to ask your SEO pals across the hall what their current keyword strategy is. All it takes is to have the priority in mind and to include it.
Example: The search term “The best cars of 2017” shows the following results. Here you have a perfect example of content marketers influencing consumer opinion but also ensuring that the article lands within the first search results on Google. This is SEO, content marketing, media and influencer marketing culminated into one great success.
Massive Alliance can help you design a national or global transmedia campaign and bring about a fusion between marketing departments, vendors and independent professionals through the implementation of standardized programs. Contact us today for a free consultation.