La narrativa transmedia y sus ventajas

Cuando hablamos de contenido, nos referimos a la transmisión, a través de distintos formatos, de una serie de valores, creencias o propuestas cuyo fin es ofrecer valor al receptor....
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Cuando hablamos de contenido, nos referimos a la transmisión, a través de distintos formatos, de una serie de valores, creencias o propuestas cuyo fin es ofrecer valor al receptor.

En los últimos tiempos, el concepto de contenido ha cobrado una importancia capital en el sector del marketing, la publicidad y las relaciones públicas. Ello se debe a que internet ha cambiado las normas del juego corporativo en cuanto a la promoción y venta de productos y servicios concretos.

La tendencia actual y creciente es relegar a un segundo plano la publicidad empresarial masiva y los anuncios molestos no solicitados por los usuarios, siendo cada vez más importante situar al cliente potencial en el centro de la estrategia, y centrarse en resolver sus dudas y necesidades.

Por esa razón, cada vez es más frecuente que se recurran a estrategias de marketing sutiles, con el fin de que sean los clientes, a través de sus búsquedas activas en Google, quienes encuentren a la empresa gracias a sus contenidos de calidad.

Dichas estrategias van desde la proyección a redes sociales, hasta el posicionamiento orgánico SEO, o el marketing en buscadores, también conocido como posicionamiento web. Para ello, es importante seleccionar la manera en la que vamos a transmitir dicho contenido. Así, podemos elegir entre formato textual, o formato multimedia, que incluye vídeo, audio e imagen.

Sin embargo, un nuevo término que ha surgido dentro del corpus teórico del marketing digital en general, y del marketing de contenidos en específico, es el de la narrativa transmedia.

En pocas palabras, se trata de la creación y difusión de un mismo tipo de contenido a través de diferentes plataformas. Por ejemplo, si iniciamos una campaña publicitaria mediante la técnica del storytelling, podemos empezar contando esa historia en un tuit o en una entrada de Facebook, para luego continuarla en un vídeo de YouTube y concluirla en un blog.

Así, nos aseguramos de llegar a todo tipo de público. Esta técnica nos demuestra que el contenido en marketing digital es un recurso fácil, efectivo y, sobre todo muy versátil. Es decir, ofrece mil formas de transmitir ideas.

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