A version of this post previously appeared in AdvertisingAge.
One of the greatest challenges that communications and marketing professionals will face in the foreseeable future is in extending (or redirecting) the lifecycle of a narrative.
There are at least three major trends that are impacting how content is discovered, consumed and monetized and these will make storytelling even more challenging in the future. Specifically, these include:
This is something we think deeply and care about at Edelman. And while we have deep specialists, we also embrace holistic systems thinking in seeing how different parts of the ecosystem fit together. We build these into our plans.
The EDELMAN CLOVERLEAF™ framework is an asset that helps guide our thinking here. It is the firm’s holistic point of view on the evolving media and content landscape. The EDELMAN CLOVERLEAF, which first launched in 2011 as the Media Cloverleaf™, has been updated based on changes to the ecosystem. It now features two overlapping spheres of influence – one for platforms and one for publishers:
With this in mind, today we are publishing the first Edelman Cloverleaf Forecast. The point of view deck includes five strategies marketers will need to embrace to ensure their communications marketing narratives are discoverable around the entire ecosystem. It is based on more than two dozen in-depth interviews we conducted across all six parts of the ecosystem, as we see it.
Those strategies include:
We encourage you to peruse this deck below and share your feedback on how, together, we might think about one of the greatest, yet perhaps unheralded, challenges that communications and marketing professionals now face.
(The full interviews were conducted as part of my CBS Radio Content Convergence podcast, which you can listen to at http://play.it/convergence).
Steve Rubel is Edelman’s chief content strategist.