This post originally appeared on Weber Shandwick’s Social Impact Blog and is written by Colin Moffett, Senior Vice President of Digital Communications.

We’ve known content is king for some time now, but the kingdom is getting increasingly complicated.

According to Altimeter Group’s recent report, organizations must “think and function as publishers, producers — and often — as community managers.” This is causing disruption within organizations, not only because of the demands inherent in publishing, but also the creativity involved in breaking through in a crowded marketplace.

In a recent Forbes post, our own Chris Perry challenges brands to come up with “original ideas that go beyond republishing content you have on the shelf.” Not just any content will do given the increasing pressure to meet the demands of our discerning audiences. We have to get more creative.

In order to help us meet these expectations, here are three trends to keep in mind:

• Multidimensional Storytelling
Look beyond linear storytelling (such as a single video with one entry and exit point) as a way to fight for attention and increase the time people spend engaging with our content. We should embrace our users who are increasingly used to interacting with content in more tactile ways thanks to touch-and-gesture devices. Content that combines the best in video, animation, data photography and sound can create visceral experiences that capture and compel our audiences. Bear 71 and Welcome to Pine Point are two great examples of how multidimensional storytelling can come to life.

• Persona-Based Content
Move away from one-size-fits-all content model. As the Web becomes more targeted and personalized, content should follow suit. Create content with the audience personas in mind and then serve out tailored content based on what we know about the user. Whether through paid syndication programs or site user habits, we need to create unique content based on users instead of blindly blanketing everyone in the same way. For example, the video ad company MixPo allows you to tailor your video assets through personalization and targeting without creating multiple assets.

• Real-World Content
Use the physical environment as a part of the story. While QR codes have shown limitations, we should not ignore what TrendWatching calls “Point & Know.” The devices we carry enable us to connect what our eyes are seeing with the vast knowledge and interactions of the digital world. And if Google, and its Google Goggles, has its way we won’t even have to reach into our pocket or purse to bring this virtual reality to life

As we wrestle with the daunting task of scaling content marketing programs that reach and engage our audiences, we can’t forget to create amazing content that meets their needs and desires as well. No doubt technology will keep getting more immersive and allow us to find richer ways of telling our stories.

*Cover image taken from Bear 71 website.

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