Content marketing: Telling Meaningful Stories

Why marketing leaders should push their teams to always respond on social media

A lot of the “should we respond on social media” debate among executives and marketing/digital/communication leaders is misguided. It actually focuses on the wrong things: Does that mean we have to respond to everyone? (No.) Are we setting precedents if we do one nice thing? (No.) Do we need to hire more staff. (Maybe, but […]

Read More

Why editing for preference is the biggest waste of time in content marketing 

Everyone who has been edited by somebody likely has had an editor that edited for that editor’s preference only. They change words because they like another word better. Not because it actually makes a difference to the audience. Or impacts that story’s performance.  I even once had an editor who admitted that he edited to […]

Read More

How to decide which comments on blogs and social media to ignore!

Comments on this blog have been turned off for years (here’s why) but nonetheless I appreciate getting emails and chatting with you all on social media. Except the spammers. #blocked Related: When I block people  But here’s an actual fact – especially for organizations who are just kicking off their content marketing strategy: Comments are […]

Read More

Should every blog post have a photo and how to get better ones

“A photo is worth a thousand words.” The person who said that first certainly hadn’t heard of irrelevant stock art photography that people now use abundantly on their blogs and websites. Those people in that meeting look oh so happy. Stock art! 

Read More

UPDATED: How to do Instagram live video and how to turn Instagram live video notifications off 

As Instagram Live is rolling out in phases around the globe, here's what you can expect when you get it.

Read More

EMAIL MARKETING: How I grew my email list 5 percent in one day with one small website update 

Email works. It’s not dead. People still get emails and even read some of them. And that’s one reason why email subscriber lists are one important aspect of any content marketing strategy.  Email marketing  is an easy way to stay connected with people who actually want to read our stuff. I’m assuming here that none […]

Read More

What are the best ways to promote your website content?

It’s super hard to build an online community or following simply through creating great, useful and unique content.   The best stories going unheard – yet not untold – have little impact.  So how do we get our content in front of people? Here’s a step-by-step guide.  Step 1 Create highly unique content that is […]

Read More

Do people really voluntarily view PowerPoints on Slideshare?

You’ve heard me complain about dying a death by PowerPoint and I try to minimize the use of PowerPoints when talking, giving workshops whenever possible. Sometimes that’s possible and sometimes it’s not.  But there’s actually a place where people view PowerPoints voluntarily!. LinkedIn’s Slideshare has about 60 million active users, according to my friend over at the Social […]

Read More

FACEBOOK LIVE: How to get rid of those gray bars while doing a Facebook Live

I was doing a Facebook Live from my 9-year-old’s piano performance the other day and was slightly annoyed by the gray bars when I played the video back later on my laptop. Seemed less than perfect to me and I wanted to finally figure out what was causing it. I was actually made aware of […]

Read More

UPDATED: How to save Periscope livestreams for longer than 24 hours

Dec. 15, 2016 update Live video powered by Periscope is now also doable inside the Twitter app. Many of the tips below apply there too. June 24, 2016 update  Once you finish your Scope scroll down to change the expiration of the video. Here’s how it looks as of today:  May 28, 2016 update  According […]

Read More

I’m done blogging, sharing knowledge and stories [This blog is now closed]

As my blogging on this site has grown in popularity (thanks all!) messages like this have become more common: “Great blog. I’m implementing many of the things you talk about.” I’ve even heard from higher education institutions in North America who are quoting concepts from my blog in classes. Those things are great to hear but […]

Read More

How to be more like an eight-year-old when sharing our authentic stories

At the end of an October 2016 family trip, my eight-year-old daughter found a “writing lamp” in the hotel room and started writing as we were packing up on the last day. She was basically writing down the most important things from the trip and was telling a story.  How they went to the zoo, […]

Read More

What’s crap content?

I throw the term crap content around quite a bit on social media, during keynotes and workshops.  The context usually revolves around this:  We have to stop creating crap content.  There’s too much crap out there  Etc. Related reading: The No. 1 reason why there’s crap on the internet At one point I wrote it […]

Read More

How come nobody is sharing my POSITIVE brand story?

Influencer marketing and outreach. Brand ambassador programs. Social media amplification. You name today’s buzz phrase to help us (the brands)  get our stories shared.  All these tactics actually work. Seriously. But, they can and will backfire when the product stinks.  Marketing – whether content, product or traditional – isn’t usually in charge of product development […]

Read More

What equipment do I need to do a successful Facebook Live or Periscope broadcast?

A camera (aka your phone) and maybe an external mic will do for most broadcasts. There are always technology tools that can help us make our stories better. Some make a huge difference – especially when they make the process more efficient – and some have incremental impact. Most tools in addition to the camera […]

Read More

Breast Cancer Awareness Month: Hit me with a good story after I almost donated

October is Breast Cancer Awareness Month and it seems everyone is running their own fundraising campaigns.  I got one email from an airline that said I could earn miles if I would donate to help fund breast cancer research. I even clicked over and picked a dollar amount for my donation and checked how many […]

Read More

[MARKETING] Why we shouldn’t make up quotes for people in our marketing stories

It can seem easier for writers and content creators to write the quotes from “actual people” marketing materials. It’s one way to make sure they stay on message, I suppose.  Marketing materials, of course, can include printed pieces, other offline items and all kinds of digital components, including ads, blogs and eNewsletters. And many marketers […]

Read More

How to promote your event through great storytelling [HEALTHCARE EXAMPLE]

A lot of event promotion I see out there is, well, just very promotional. Here’s our event The time Date Maybe the purpose is stated And whatever it is that we want from you – often to give us money to attend But having unique events and promotions of those events can help organizations and their […]

Read More

How to use content marketing to retain current customers

I hear lots of talk about how content marketing is great to acquire new customers for businesses or patients in healthcare. But one thing that is easily (and often) forgotten is that content marketing can also help us retain current customers. Some experts and thought leaders out there even compare content marketing to dating. We […]

Read More

Why I won’t be doing roundup posts

Roundup posts are a bit of the rage right now in the content marketing world. Bloggers interview real and perceived experts and people who have large followings. They will then publish a post with all their opinions, link to the experts and most of the experts will also link back to the post and even […]

Read More

Why your website content needs to be specific

Web content needs specificity. Every once in a while, people say to me: Why do we need to be so specific? We didn’t do that previously? We just shared the typical stuff. And that’s the problem, many people are sharing the typical things. These are the facts. In the case of healthcare you can easily […]

Read More

LinkedIn’s “Your Connections in the News” emails and notifications connect “traditional” media with social media

LinkedIn now sends emails and alerts that share mentions of people in your networks across the web. I’ve enjoyed the updates very much as they include news about people that I’m connected to and care about. It appears that – as the title says with “connections” – that the notifications  are about people that we […]

Read More

WordPress App: How not to accidentally publish posts you meant to schedule

August 2016 update: I have an update to this as I’ve now accidentally published a few more posts.  Here’s what I did: Set the date to publish later  Scheduled it Kept writing, editing, etc. I went back in and added a photo and a link and some more text and clicked update. The update published […]

Read More

Why news media and content marketers can’t just publish what everyone else is publishing 

News publishing and content marketing publishing have a lot in common and here’s another one to add to the list: Publishing what everyone else is publishing won’t set you apart.  Let’s start with content marketing in health care. February is Heart Month and many healthcare organizations publish healthy heart tips or how to spot a […]

Read More

Once you have an audience, don’t exploit it, but offer even more value!

Social media, blogging, really anything online (and offline, too) is really a numbers game.  The more relevant audience members (aka interested community members) you connect with the more impact your content can make and that ultimately leads to more meaningful connections and also business conversions.  More things to read:  How to find your organization’s content […]

Read More

How to avoid having unrealistic expectations in content marketing

Let’s publish and go for 1 million viewers… by tomorrow.  That sounds like a good dream but not a realistic  goal for many brands and organizations who are just getting started in content marketing.  We all start at zero audience though some of us have an existing audience that helps us start a bit higher. […]

Read More

Sharing valuable and educational information everywhere – including the sidewalk – in content marketing 

As you hear me say frequently, I’m a big believer in and practitioner of Create Once, Publish Eveywhere (aka COPE) Sometimes  people take that to mean digital only, but COPE actually applies to all channels.  Gather content once and then share it everywhere. That could include digital channels – like blogs, social media and display ads  – and […]

Read More

Upcoming webinars

Content marketing for hospitals

content marketing for hospitals

@CTrappe

book now

hire your next marketing keynote

My Authentic Storytelling Book

book cover crop

"Get Real: Telling Authentic Stories for Long-term Success" discusses why you, your organization and anyone really should consider sharing authentic stories with each other ... READ MORE

amazon-logo_transparent

My customer service book

My next book on customer relations is now available on Amazon: Click here to get it.

kindle-cover

Confirmed talks

beyond-rubies_logo

content-marketing-summit-delhi-2017

Altoona, Iowa
May 19, 2017

Druck

Berlin, Germany
June 29, 2017

Raleigh, NC
Aug. 22, 2017

sao-paolo

book now

Speaking feedback

feedback from Montana keynote

Updates in your inbox! No spam!

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Top twitter accounts to follow for marketing

IMPACTAWARDS-final2015

The-239-BEST

FullSizeRender

Top healthcare influencer

hit top 99

Top 10 Content Marketer

on Klout 2016

klout

t25cm-1

top 25 most interesting social media blog





Official PayPal Seal