3 Strategies B2B Marketing Companies can Learn from Transmedia Storytelling

B2B marketing companies are positioned to learn important strategies through transmedia storytelling. However, to understand these strategies we must first define transmedia storytelling and omnichannel marketing, as well as describe how transmedia storytelling differs from omnichannel marketing. 

What is transmedia storytelling? 

According to Pixune, “Transmedia storytelling is a popular technique to tell a story differently across multiple platforms. In this technique, the story is told differently based on the medium which is used. You can see transmedia storytelling in comics, films, print media, radio, video games, animations, and social media. Each media and platform has its own audience, a special storytelling method, and transmedia strategy.” Each platform makes a new contribution to the story world by focusing heavily on engaging the audience, expanding the universe, and forming a cohesive narrative. 

Whereas transmedia storytelling focuses on expanding a story or narrative across different platforms to allow for a more engaging experience that embraces variety while still maintaining a cohesive narrative, omnichannel marketing focuses on a consistent customer experience by providing the same message across all platforms. Chunk of Change explains, “With omni-channel, it’s one story told in the same voice and in the same way at every touch point. Transmedia adapts the narrative to the platform, versus the platform to the narrative.” 

One of the most successful examples of transmedia storytelling is the Star Wars franchise. The success of the original movie led to other movies, TV shows, games, novels, comics, toys, theme park experiences and more, allowing Star Wars to become one of the most renowned media franchises. However, what makes Star Wars a transmedia storytelling success is not the utilization of various platforms but how each one offers a new piece of the story, building on the others while maintaining a cohesive story universe. Pixune states, “…the Star Wars franchise utilizes films to tell the central narrative while TV shows like The Mandalorian expand on side stories. Comic books dive deeper into backstories of characters. Video games allow fans to immerse themselves into the world by taking on the role of key characters. Each platform provides a unique way to engage with the story world.” You’d be hard pressed to find someone unfamiliar with Star Wars because the franchise has been able to utilize transmedia storytelling in such a way that it is a ubiquitous part of pop culture.  

Here are three examples of how to successfully implement transmedia storytelling strategies into your B2B marketing campaigns and the benefits that consequently arise from them. 

1. Offer unique content through multiple sales channels 

The first way B2B marketing companies can learn from transmedia storytelling is through the use of multiple channels to create engagement with potential customers. This means selling your services, thoughts and work in unique ways via different sales channels such as trade shows, promotional events, webinars, podcasts, thought leaderships, social media, email, etc… So, you might focus on interactive demonstrations at a trade show but focus on behind-the-scenes content on your social media platforms. An example of this was our collaboration with General Mills and Netflix in 2021 for Stranger Things Day. SGK helped to design and produce limited-edition cereal boxes, each with a phone number on the back where customers could call to redeem an offer. After dialing customers were greeted by a fully-automated journey where they were able to choose their path and relive key moments of the series by pressing different keypad numbers. These cereal boxes provided unique content to customers that was not offered through any other sales channel, leading to increased engagement levels and an enhanced consumer experience. Other benefits of utilizing multiple channels within your B2B marketing strategy include broader reach, higher revenue and a greater sales conversion rate. 

2. Personalization and targeted content

The second way B2B marketing companies can learn from transmedia storytelling is through personalization and targeted content. Through transmedia storytelling, the Star Wars franchise has been able to offer personalized and targeted content for their different types of fans. Take a look at this case study we did back in 2019 with General Mills and Star Wars at the premiere of The Rise of Skywalker. Open to the public, fans and celebrities were transported to Mills Galaxy where they were able to create their own unique experiences by sampling cereals, recreating an iconic photo moment from the movie, and exploring interactive rooms.

Some other examples of this include going to the Galaxy Edge theme park at Disney where you can make your own lightsabers to VR games to targeted storylines in the books and comics for different audience interests. For B2B marketing companies to implement personalized and targeted content into their strategy, they need to first understand their customers’ personas and segment them using data and analytics. From there, B2B marketing companies can provide customized product recommendations, send personalized email campaigns, utilize account-based marketing, implement AI into their personalization efforts, and engage customers based on where they are in the customer journey. These efforts towards personalized and targeted content can lead to an enhanced customer experience, improved relevance and engagement, strengthened customer loyalty and increased lead generation and conversion rates. 

3. User-generated content 

Finally, B2B marketing companies can learn from transmedia storytelling by leveraging user-generated content. User-generated content is content about a brand that is not created by the brand itself but by consumers on social media or other channels. Transmedia storytelling leverages user-generated content to enrich the story universe and reach new levels of audience engagement. B2B marketing companies can help initiate an influx of user-generated content by creating platforms where previous and current clients can upload their case studies, share reviews and testimonials, announce achievements and wins, and interact on community and online forums. Hootsuite notes that B2B marketing companies should also be on the lookout for social media content, blog posts, and photos/videos shared by customers of their own accord.

Branded seeding kits have also grown increasingly more popular for B2B marketing companies looking to increase their levels of user-generated content. This recent thought leadership published by our very own Elliott Owusu gives examples of successful seeding kits we’ve created with client brands, and the incredible levels of user-generated content that came from them. Like the strategies discussed above, user-generated content can provide many benefits such as higher engagement rates, increased brand reach and awareness, brand authenticity, trust and credibility, increased sales and cost-effective marketing. 

By implementing the strategies described above inherent to transmedia storytelling, B2B marketing companies stand to significantly increase the success of their marketing campaigns. While Star Wars serves as a prominent example of the benefits that can come from effective transmedia storytelling, there are other examples that offer valuable insights for maximizing a B2B company’s marketing efforts. In today’s world, B2B consumers are continually inundated with advertisements, making it more important for a brand to stand out. The strategies from transmedia storytelling can help personalize and maximize your B2B marketing company from the numerous others that offer similar products and services.