As content creators, we're constantly thinking about our audiences. If you're telling stories for the New York Times, for instance, your audience has the expectation that you'll include lots of detail – diving deep into subjects. Whereas if you produce content for Buzzfeed, your audience doesn't have that expectation – they don't want to think too hard to get the point while they stand in line at Starbucks.
Neither approach is better than the other. One is more impactful to a narrower audience, the other has a smaller impact but on a much wider audience.
But what if you could have it both ways? What if content was consumable by all audiences, allowing anyone to understand the message in seconds while also providing opportunities to dive deep?
This is the power of interactive and data-driven content.
When users see beautifully crafted maps, infographics, short videos and/or interactive content on their social media feeds, they can instantly 'get it' and move on. Or, if they have a more invested interest, they might click into the content – perhaps a map. Maybe they pinch in to their city to put a global issue into local context. They might read an article attached to the piece or follow hyperlinks to outside sources.
No longer do we have to choose between audiences. We can now make content that is approachable and compelling to everyone without sacrificing depth. I think that's very valuable.
That's why I'm working so hard on Orbitist.com – I want to give journalists, scientists, and travel professionals the ability to tell stories with layered content that can be explored and understood in 1 minute, or in 20 minutes.
Here are some of my favorite examples of this kind of content:
5.) Orbitist plug: The most epic animal of the animal kingdom: the Arctic Tern