The way users find and access information is rapidly evolving. In the past, we often assumed that users would discover content through organic search—whether they were looking for a product, a research article, or conducting a topical search. However, this assumption is no longer reliable. With Google increasingly driven by ad placements and generative AI tools replacing traditional search for many queries, users are no longer relying on search engines in the same way.
In this shifting landscape, organizations must step up to position themselves as trusted sources of information. It's not just traditional media outlets that need to build credibility. Government agencies, universities, public institutions, and healthcare organizations—who often publish reports, research, and resources that the public and policymakers depend on—need to think of themselves like media organizations. To effectively convey reliable information, they must:
- Make information easily accessible
- Establish their credibility as experts
- Create compelling, user-friendly content that resonates with their audience
Organizations have to embrace the role of trusted conveyors of information, much like traditional media. They need to make their resources visible and valuable to the public and one way to do this is to learn to adopt content strategies from traditional media.
At the EvolveDrupal New York summit on September 20, we were fortunate to feature two insightful sessions from leaders in digital storytelling, Nicholas Garber, Senior Designer at The New York Times, presented "Interactive Editorials and Other Digital Oddities", and Fernando Capeto, Head of Editorial Design at Forbes, presented "Digital Transformation in Media". Both sessions highlighted key trends and strategies shaping the future of digital media. This article shares insights from both those sessions, along with tips from our experts to help organizations adapt to the evolving digital landscape.
1. Embrace Digital Transformation to Draw Audiences In
The transition from traditional print to digital offers an unprecedented opportunity for organizations to reach and engage audiences by drawing them into the story in ways that print cannot. While print publications are limited by page numbers, digital platforms have limitless potential for incorporating multimedia elements that invite users to be part of the narrative. By embracing this flexibility, organizations can use dynamic visuals, interactive graphics, and multimedia content to create richer, more immersive experiences that extend beyond text.
Nicholas Garber began his talk on interactive editorials by showcasing "Snow Fall: The Avalanche at Tunnel Creek", the New York Times feature that changed the landscape of digital storytelling and set the bar for what is possible. One of the most innovative elements of Snow Fall is its use of simulations to trace the paths of skiers trapped in the avalanche, using LIDAR elevation data and satellite imagery. These immersive visuals allowed readers to experience the peril of the skiers in real time. The feature, which won the 2013 Pulitzer Prize in Feature Writing, offered readers a fully immersive experience that captivated audiences and allowed them to experience the story first-hand.
Nicholas Garber, Senior Designer at the New York Times, presenting the Snow Fall: The Avalanche at Tunnel Creek, highlighting its use of interactive simulations and immersive visuals to transform digital storytelling.
Takeaways
- Engage your audience by viewing digital storytelling as more than just information delivery; use it to create meaningful, immersive connections rather than just delivering information.
- Incorporate multimedia elements like 3D renderings, video, animation, and interactive content to allow your audience to experience the story firsthand.
- Create memorable user experiences that captivate and delight through dynamic, visually-rich narratives that feel personal and unique.
2. Data-Driven Decision Making Improves Storytelling Impact
Digital platforms offer a wealth of data that can inform and refine storytelling strategies, making it essential to understand your audience and adapt content accordingly. By analyzing audience behavior—such as which visuals perform best on social media, what topics drive the most engagement, and what types of content resonate—you can tailor your storytelling to better meet their needs.
Media companies use data to prioritize high-impact stories, driving subscriptions and increasing reach. Incorporating analytics into the storytelling process allows teams to make informed decisions about which content to create, how to distribute it, and how to personalize it for different audience segments.
Continuous improvement is key. Data can provide valuable insights into the performance of storytelling efforts, revealing where adjustments can be made. Setting clear KPIs, such as engagement rates, shares, conversions, and time on page, allows teams to track success and refine their approach. Techniques like A/B testing help determine which content versions work best, while real-time analytics allow for optimization of content as events unfold, especially for time-sensitive stories.
Takeaways
- Leverage data to guide your digital storytelling strategy and make informed decisions.
- Analyze performance metrics to optimize content, personalize it for different audience segments, and ensure it resonates effectively.
- Update audience personas regularly and adjust your storytelling as user behaviours and preferences change.
- Continuously refine stories using real-time analytics, keeping them relevant and engaging as events unfold.
3. Start Early and Collaborate Across Teams
In media, the process of creating compelling visuals often starts before the final draft of a story is ready. Visual teams collaborate closely with editors, reporters, designers, and social media specialists to understand the essence of the story early on. This allows them to craft visuals that accurately reflect the narrative and enhance the storytelling process.
This collaborative approach ensures that visuals are not an afterthought. At Forbes, for instance, teams work together to develop custom artwork for major news stories. This strategy helps them stand out from competitors who might rely on generic stock images.
Takeaways
- Involve designers early to ensure visuals are an integral part of the storytelling process from the start.
- Collaborate closely with visual storytellers to create cohesive visuals that align with and enhance the narrative.
- Plan visuals early to avoid last-minute additions and ensure they contribute meaningfully to the story.
4. Leverage Design Systems and Workflow Automation
Implementing a design system can significantly reduce production time and ensure visual consistency and accessibility across all content. For example, Forbes adopted a design system for infographics, which cut down the time to produce them from hours to just minutes. Additionally, using tools like Canva for social media templates allows their social media team to work independently, quickly adapt visuals for different platforms without compromising quality.
Workflow automation can significantly streamline communication and project management, helping teams stay organized and responsive in fast-paced environments. Tools like Zapier can synch data acros different apps, eliminating the need for manual updates. At Forbes, they moved from static spreadsheets to a digital calendar in Asana, allowing their team to see updates instantly and avoiding outdated information. Similarly, real-time digital tools like Airtable and Notion allow teams to manage content, timelines, and resources more efficiently. Regular check-ins with editors keep everyone aligned, while smaller group chats on Slack support real-time communication, allowing teams to adapt quickly to new developments.
Fernando Carpeto, Head of Editorial Design at Forbes, shares insights on how design systems and workflow automation have revolutionized digital storytelling, empowering the team to create impactful visuals faster and more efficiently.
Takeaways
- Implement a robust design system to ensure consistency and efficiency in your digital storytelling.
- Use automated workflows, with a tool such as Zapier, to streamline production and maintain a high standard of quality.
- Choose collaboration tools that enable easy updates and real-time teamwork, such as Google Workspace for simultaneous content editing, or Notion and Airtable for tracking updates and managing timelines.
5. Invest in High-Quality, Diverse Visuals and Interactive Design
The visual presentation of your digital storytelling plays a critical role in capturing audience attention and establishing trust. High-quality visuals, appealing design and cohesive branding not only make your content more engaging but also reinforce a professional and trustworthy image. A variety of visuals—such as custom illustrations, infographics, photography, and animations—can help explain complex concepts in ways that text alone cannot, making your story more digestible and visually engaging.
Takeaways
- Diversify your visuals: Use a mix of photos, charts, custom illustrations, and animations to tell a richer, more dynamic story.
- Maintain consistency: Ensure your visuals align with your brand by using consistent color schemes, fonts, and layout to create a cohesive experience across platforms.
- Make visuals accessible: Add alt text for images, captions for videos, and ensure your content is easy to interact with on various devices.
- Incorporating interactive elements like maps, quizzes, and clickable infographics boosts engagement by allowing your audience to actively participate, creating a more memorable and immersive experience.
- Personalize the journey: Allow users to "choose their own adventure" by offering multiple perspectives or pathways to explore.
6. Use Storytelling to Drive Action
Successful digital storytelling goes beyond engagement; it inspires action. Whether it’s signing up for a newsletter, making a purchase, or sharing the content, a strong call to action (CTA) can guide your audience to take the next step.
Takeaways
- Include clear and compelling CTAs that align with the story’s purpose.
- Leverage storytelling to build a sense of urgency or exclusivity to motivate action.
- Measure the effectiveness of your CTAs to understand what drives the most conversions.
- Embrace digital platforms' flexibility by adapting to evolving trends and keeping your audience at the heart of your storytelling efforts.
7. Focus on a Strong Narrative
A compelling narrative is the backbone of any successful story, digital or otherwise. While digital storytelling allows for a range of multimedia elements, these should all serve to enhance the narrative, not overshadow it. Your story should have a clear structure, with a beginning, middle, and end, and should aim to evoke an emotional response from your audience.
Takeaways
- Apply classic storytelling techniques, such as setting up a conflict and providing a resolution, to engage your audience.
- Be authentic and relatable in your storytelling, as this builds trust and emotional connection.
- Incorporate real people or personal examples through characters or case studies to humanize your story and make it more impactful.
8. Adopt a Mobile-First Approach
Most digital content is now consumed on mobile devices, making it crucial to optimize your storytelling for smaller screens. Ensure that all multimedia elements are responsive and that content is easily digestible on mobile devices.
Takeaways
- Use mobile-friendly formats like vertical videos and carousel images.
- Keep paragraphs and sections short for easier reading on small screens.
- Test content across different devices to ensure it looks and functions as intended.
9. Use Social Media as an Extension of Your Story
Social media platforms are ideal for distributing digital stories and reaching a wider audience. Treat each platform as a unique extension of your storytelling, adapting the content for the format and audience preferences on each channel. Additionally, social media can be a valuable source of content for your website, especially when leveraging user-generated content. For example, a university can invite students to create and share videos, with permission, which can then be repurposed for the university's website, showcasing authentic campus life and student perspectives.
Takeaways
- Tailor content for each platform. For example, use short, visually engaging videos for TikTok and Instagram, while sharing longer-form content on LinkedIn or Facebook.
- Encourage user-generated content by prompting your audience to share their own stories or experiences related to your content. For example, a university can invite students to create and share videos, with permission, which can then be repurposed for the university's website, showcasing authentic campus life and student perspectives.
- Leverage social media analytics to track how your content is performing and make adjustments as needed.
10. Humanize Your Content with Authenticity and Empathy
In a world full of information and AI-generated content, stories that feel authentic and relatable stand out. Empathy helps build a deeper connection with your audience, making your content more memorable and impactful.
Takeaways
- Incorporate real-life experiences and testimonials to add authenticity to your stories.
- Address the concerns, struggles, or emotions that your audience may be facing.
- Use a raw and genuine approach in your storytelling when appropriate, avoiding overly polished or scripted content for a more authentic impact.
Crafting Digital Experiences That Leave a Lasting Impression
In today’s fast-evolving digital landscape, adapting to new ways of delivering content and engaging your audience is essential. At Evolving Web, we work with organizations to leverage digital storytelling that resonates and connects with users. Whether it's through data-driven strategies, compelling narratives, or interactive design, we’re here to help you navigate these changes effectively. If you’re looking to enhance your digital presence, explore how our services can help you create meaningful, user-focused experiences.