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Even though millions of us are now content producers in some form or another, the reality is there’s still chasm when it comes to quality. There’s art and there’s junk. Audiences want art.
To stand out today it’s critical that businesses create content. Activating your cadre of internal subject matter experts is the surest path to visibility. According to the 2010 Edelman Trust Barometer, the public is increasingly relying on subject matter experts as trusted authorities. And many businesses are beginning to do just that, especially on LinkedIn and Twitter.
The reality is, however, that organizations need to do more than just unleash their subject matter experts en masse. They need to activate them in multiple channels at once and equip them in how to create a compelling narrative – an emerging set of skills called Transmedia Storytelling
