Written by Ian Smalley • Published 26th February 2014

Searching times in the world of Digital.  As agencies continue to get to grips with the Google Hummingbird algorithm, the recommendations,  the maybe’s, even the unknowns, one positive outcome is the return of some of the focus back to content, and in turn to the good old art of telling a story.

Storytelling is something that we humans have been heavily involved with since the early days, all the way back to caveman times in fact.

Despite the slight paranoia that sometimes sits with the use of keywords and Meta descriptions, those brands or companies that tell their story in an engaging, informative and creative manner will always have less to fear in terms of search-ranking.

In simplistic terms, Google with its Hummingbird wants to provide its users with what they are looking for, as quickly and efficiently as possible.  A solution, where results are actually based on what was required (via informative, engaging content) and not just algorithmic assumptions and keyword stuffing.  It evolves back to content, which as we know has always been king. The King is back.

From a PR perspective, it’s important to be able to tell a story, be that of a person, a brand or a product.

Integrated strategies help tell stories across a multitude of channels, from print to social to broadcast.  Each channel increases potential consumer touch points, whilst as a whole; the content strategy across the channels provides additional, supporting evidence.

In an age where we are essentially swamped with data at every turn, including the 50 hours of YouTube content that has been uploaded since you started to read this post, integrated Channel rather than bolt on strategies become integral to success.

People access this multitude of data and information for different reasons at different times, on different devices.  Amongst the routine daily searches, they are also looking for that story from a brand that resonates with them.

Successful integrated strategies develop how we tell stories in a format and manner fit for each of these requirements, be it device, channel or user experience.

To help cut through the digital noise, it’s important therefore to mix the story formats up – to evolve the experience in a visual, informative, shareable manner.   From video to features, to thought leadership, engaging with key influencers through to Infographics, there are a multitude of options.  It’s all about creatively telling that story in an engaging manner.

Returning to our caveman, he visually told his story of bravery, skill and success by the number of Woolly Mammoths’ drawn on his cave wall or what could also be seen as the world’s first Infographic.


Cover image courtesy of Kevin Dooley, flickr.com