The digital world is full of distractions. As customers engage more and more new channels, it becomes increasingly complex for brands to share their stories directly with them in a way that engages them. To be successful, companies must find ways to tell stories that grab people’s attention and resonate with them.

This is more complicated than it sounds. According to Thomas Peham, VP of Marketing at Storyblok, the most difficult aspect of storytelling is creating a plan and the right strategy for sharing content. Peham recently hosted a webinar titled “Shaping the Future of Digital Storytelling” where he talked about how companies can prepare their storytelling for the future and be more effective. Below are some highlights from his presentation.

Bring consistency to your digital storytelling

People expect consistency in their experiences with brands, says Peham. If someone has a good experience interacting with a company on one channel, but later has a bad experience on another channel, their positive opinion of the brand is stymied. Suddenly I don’t know if I can trust this company when I need to ask for important information or solve a problem. How do you know if you should expect a quick, efficient, and helpful response, or just the opposite? Peham says that consistent messaging across channels ultimately builds customer trust. He said it was the key to building.

Spread your story with omnichannel

According to Peham, only 6% of companies can actually consolidate data into a single view of the customer to create personalized experiences across channels. This begs the question of what the majority of companies are actually doing to personalize their various omnichannel experiences.According to the Cisco Annual Internet Report, US consumers have an average of 13.4 devices Or you are using connectivity to interact with the digital world. (This number is his 9.4 devices or connections of a Western European consumer.) With so many potential touchpoints, omnichannel messaging is not an option. In fact, he is expected to play a key role in CX in the next few years, says Peham.

“[There are] Five to 10 interfaces that need to schedule content in a contextual and personal way,” he says. Just a few years ago in 2015, brands had to be primarily concerned with browsers and smartphones. Now there are tablets, smart watches, voice assistants, and more. An individual customer may have unique preferences for his case of use of each device, but it is very difficult to keep up with the changing nature of customer preferences.

Cross-departmental collaboration

To be successful in digital storytelling, companies must streamline their content operations and eliminate content silos. “Storytelling is not just one team he does in one department,” says Peham. “Many different teams lack visibility into other teams’ content assets.”