The benefits of digital storytelling for global messaging

image of young people in coffee shop in a global setting

Digital storytelling is meant to bring people together across countries, cultures and languages, while also helping businesses share their brand narratives to ensure their purpose, products and positioning are consistent no matter the global or local context. This is especially important in today’s evolving landscape—one where borders are continuously knocked down as everything turns digital and virtual.

In fact, in the wake of COVID-19, 83% of office workers want to work from home at least one day a week, and over half of employers anticipate that most people will do so long after the pandemic. This is just one example of how the drastic shift to “virtual everything” is likely here to stay, and underscores the idea that brands need to ensure their digital ecosystem can keep up. To share stories that make an impact, businesses need to be able to reach their audiences no matter where they are, and tell consistent narratives across multiple digital channels.

Storytelling is evolving

Storytelling—and leading with emotion—is becoming increasingly important for brands and businesses to be able to connect with diverse audiences. Eighty-three percent of those polled in a recent survey, for example, indicated that they were more likely to purchase from a brand with which they have an emotional connection.

This also means that the way businesses are telling stories—and the way consumers are experiencing them—is evolving. Let’s look at data visualization, for example, as an approach to digital storytelling. This Johns Hopkins map shows a COVID-19 dashboard by the Center for Systems Science and Engineering. It’s a great example of how Johns Hopkins is telling the story surrounding coronavirus case reporting, relying on both global and local-level data to show an accurate, up-to-date narrative for those seeking out information.

Beyond the format in which stories are told, where those narratives are shared also matters. Brands today are expected to tell consistent narratives across multiple digital touchpoints. In Brightspot’s partnership with Walmart, for example, the retailer is able to manage eight global websites from a single authoring point, maximizing editorial efficiency and empowering the company to easily weave consistent storytelling into the various sections across its websites.

These examples show that the type of information consumers are seeking out—as well as the pace in which they expect it—is impacting the ways organizations are providing that information, from the channels they use to the visuals they push out. When organizations have the right technology in place to evolve as audience demands change, digital storytelling becomes more streamlined and successful.

How Brightspot supports digital storytelling

Brightspot understands that effectively telling a brand’s story at both a global and local level begins with engaging, metrics-driven content that reaches key audiences exactly where they are. We also know that good storytelling requires digital content that is timely, authentic, efficiently published, effectively distributed, measured and refined as it goes out.

The Brightspot Content Business Platform is built to give companies the tools they need to get their message heard:

  • Multisite/multi-national: Brightspot is naturally multisite and multi-national, which plays a big role in brand consistency through storytelling – a crucial part of any brand’s growth and longevity. For global organizations that need content distributed on sites around the world in their native languages, they can publish more efficiently and realize cost savings when consolidating multiple publishing tools onto a single CMS.
  • Translation & localization: The Brightspot translation feature was built to provide a quick, intuitive and easy way to send content from Brightspot to be translated through an external translation provider or via manual translation in Brightspot itself. Brightspot can support translating from any source locale, so editorial teams are not limited to writing in English. In just a few clicks, the content they select can be instantaneously translated to French, German, Portuguese, Spanish or Swedish. An editor can then review the draft translation and make any needed changes before publishing.
  • Personalization: Brightspot allows for personalization and customization, including audience-based segmentation and dynamic content curation. Analytics also make it easy to track how and where your content performs best, and can help brands customize the stories they tell based on different user patterns.
Watch our on-demand webinar, 'Navigating Corporate Communications During COVID-19', with leadership from Johnson & Johnson and Walmart for insights into how two top global brands have transformed their communication strategies to adapt to our new reality.


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