What are the key elements of a successful cross-platform story?

1 Define your core story

Before you start developing your cross-platform story, you need to have a clear idea of what your core story is and why it matters. Your core story is the central theme, message, or purpose of your content, and it should be consistent and coherent across all platforms. You should also identify your target audience, their needs, interests, and preferences, and how your story can address them. This will help you choose the most suitable platforms, formats, and styles for your content.

2 Adapt to each platform

Each platform has its own strengths, limitations, and conventions, and you need to adapt your content accordingly. For example, a long-form article might work well on a website or a blog, but not on a social media platform or a podcast. You should also consider the different user behaviors and expectations on each platform, such as how they consume, share, and interact with content. You should use the platform-specific features and tools to optimize your content for visibility, engagement, and accessibility.

3 Create a coherent narrative

Your cross-platform story should have a coherent narrative that connects the different pieces of content and guides the audience through your story. You should use a clear structure, such as a beginning, a middle, and an end, and use transitions, cues, and links to help the audience navigate between platforms and formats. You should also use a consistent tone, voice, and style across your content, and align your content with your brand identity and values.

4 Encourage participation

One of the benefits of cross-platform storytelling is that it can foster participation and interaction among your audience and with your content. You should encourage your audience to engage with your story in various ways, such as commenting, sharing, rating, voting, or creating user-generated content. You should also provide feedback, acknowledgment, and rewards for their participation, and create a sense of community and belonging around your story. Participation can enhance your audience's interest, loyalty, and advocacy for your story.

5 Measure and evaluate

To ensure the success of your cross-platform story, you need to measure and evaluate its performance and impact. You should define your goals and objectives for your story, such as raising awareness, informing, persuading, or entertaining your audience. You should also use appropriate metrics and indicators to track and analyze your results, such as reach, views, clicks, shares, comments, conversions, or satisfaction. You should use the data and insights to improve your content and strategy, and to learn from your audience's feedback.

6 Experiment and innovate

Cross-platform storytelling is a dynamic and evolving field, and you should always be open to experiment and innovate with your content and platforms. You should explore new trends, technologies, and opportunities that can enhance your story and your audience's experience. You should also test and iterate your content and strategy, and learn from your successes and failures. Experimenting and innovating can help you stand out from the crowd and create memorable and meaningful cross-platform stories.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?