Content marketing: Telling Meaningful Stories

Is authentic storytelling content marketing still a differentiator when everyone does it?

Here’s the scenario: Two competitors both use similar authentic storytelling content marketing techniques. They all read my book, which you can order here.Ha. But seriously, let’s take that scenario. Is this technique still usable when everyone – including our competitors – use it? Totally! Yes. Yes. You own your stories and others own theirs. Many […]

Read More

Social media strategy: Purpose without ability won’t get you there either

One of the latest content marketing and social media checklist exercises includes this: What’s your why? Why are you doing or trying to do whatever it is you are trying to do? I do this too – myself and with clients – and it does actually help us figure out why we should advance an organization’s […]

Read More

YouTube: Why everyone should stop dumping raw video on YouTube now

Because most raw video is just terrible. It’s lazy, a time suck for consumers and most of it doesn’t even tell a story. It’s just stuff. Now, there are few absolutes in authentic storytelling and there are some useful raw footage videos out there but most raw footage dumped (I wouldn’t dare call it shared) […]

Read More

How to drive website traffic from Instagram Stories 

As you’ve heard me say many times, I think there’s way too much link dumping happening on social media but people share links because people click and social media can drive website traffic. I’m not changing my conceptual opinion on the matter but this storytelling tactic which requires you to click for the full story […]

Read More

How event planners and people running meetings can use content marketing techniques for success 

We’ve all been in meetings and at conferences that were just bad. A waste of our time. Why am I here? Who thought this was necessary? Might as well have left me a voicemail that I could easily ignore. Ha. Many times when meetings or conferences blow for the attendees it comes back to one […]

Read More

VIDEO: How helpful marketing teams can find ways to publish stakeholder content

Helpful storytellers often find ways to find a story for just about any topic. Look a little deeper to help people share their stories. Here's how.

Read More

How journalists can establish their personal brand for content marketing success 

One way for journalists, and really just about anyone, to get into content marketing is by having a strong brand. Of course the first step in getting a strong brand is to build one – in part through participation. There are certainly many self-proclaimed experts out there who don’t practice what they preach but somehow ended […]

Read More

Changing language: How do you push “any button” on the Apple Watch during phone calls?

The language we use can evolve because: People accept and use what used to be wrong. (Singular “their” anyone? Journalists can now use “over” instead of “more than” as another example). Technology evolves and what we just said doesn’t work anymore. I’ll focus on technology here today, though, I realize point No. 1 would likely […]

Read More

Why “being busy” shouldn’t be a content marketing success metric

This brochure, blog post, whatever piece of content I just finished took me a while to produce. Hours that added up to days and maybe even weeks, but I don’t even want to consider the actual amount of time it took, because, well, that’s a lot! Wow, it took that long to produce this thing? […]

Read More

The problem with context in storytelling (and life)

Content is king, relevance is queen and distribution runs the day-to-day. And context writes the paychecks. Or something like that. Enough #buzzwords. But really, context is important and is typically what makes our content marketing stories relevant. I’ve remembered this discussion in traditional and content marketing newsrooms over and over:

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

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

Why production time isn’t always the best way to measure content marketing effectiveness 

I solve problems and mentally write blog posts while getting gas, going on a run and sometimes while taking a shower. That, of course, happens because our brains are freed up to think about those problems and stories without artificial pressures. That’s why some of us – me, too – wake up at 2 a.m. […]

Read More

Why it can be okay to have “sources” read your stories before publication (in some cases)

When I was a reporter, I wrote all kinds of stories. Positive ones. Negative ones. Exposes and investigate pieces even. But never was I allowed to show sources/subjects of the stories the story before it was published – at that point – in the printed newspaper the next day.  Since I called them they usually […]

Read More

KEEP DIGGING: How journalists can help content marketers uncover those hidden stories 

One thing that I enjoyed very much as a journalist was to uncover the stories that nobody else was sharing. There were many reasons why they weren’t being shared. Something negative happened, somebody was doing something illegal and sometimes there was a cover-up. The farther you dug, the more stories you could uncover. Sometimes they […]

Read More

What’s the difference between journalism and content marketing?

In theory, every journalist can share great stories. It doesn’t matter what beat he or she is on. Journalists try to tell stories from an unbiased observer’s perspective. Yes, there are some outlets who are openly leaning one way or the other, but in general, many traditional newsrooms have a declared unbiased opinion and viewpoint […]

Read More

[STORYTELLING] Cameras on people can help us gather authentic stories 

While at a Chicago White Sox game in 2016 my wife pointed out to me that the approaching vendor had two cameras attached to him. One pointed at him and one at the crowd. Of course, I asked him about it. “We are doing a special on vendors and it’ll be on the website. They […]

Read More

[CONTENT MARKETING] How to create meaningful deadlines 

Some deadlines are more meaningful than others. The meaningful ones are met and the ones that are not meaningful are not met – especially on an ongoing basis.  Let’s discuss the difference. For example, the deadline that’s pushed down by the boss for no other reason other than that  the boss can set a deadline […]

Read More

[CULTURE] When and why it’s important to stop “vetting” stories

This article discusses when stories should be vetted and when we should focus more on production and sharing.

Read More

[BRAND JOURNALISM] Workload problems can be a mindset

Some people can function with a bigger workload while others cannot. Some people might even thrive under more work and in a faster-paced environment. Some like to take their time. One person’s workload might signal a crisis to one person. To another person, they wouldn’t want to change a thing. The same is true when we compare journalists […]

Read More

[STORY DEVELOPMENT] The best stories can come out of casual conversations

Do things with a purpose. Follow the process.  What’s the plan? Follow it!!!! Blah, blah, blah. I’m all for doing things with a purpose. Seriously! But, it’s a fact that some of the best stories – whether it’s in journalism or content marketing journalism come out of casual conversations with subject matter experts.  Recommended reading: […]

Read More

#wordsmatter: Storyteller over content creator and other marketing words that should be changed 

When I grew up with the hopes of becoming a journalist the term content creator never even crossed anyone’s mind. Neither did storyteller. Journalists practiced journalism and marketers marketed. Even though, content marketing was already being practiced by several organizations the term was not yet widely used for around another 20 years. When I practiced […]

Read More

What journalism skills can be used directly in content marketing?

Some journalism skills can be transferred directly to the content marketing world. Let’s take them one by one. Meeting deadlines  Journalists are constantly faced with deadlines in a near 24/7 news cycle. A deadline is a deadline. If it’s missed, the TV newscast might be short a story or the newspaper article didn’t get edited. […]

Read More

#Blizzard2016 – like other weather events – a great reminder of importance of showing over telling 

Heavy snow storms hitting the East Coast of the United States was a great reminder of how important it is for us to show stories and not just tell them. Everyone, please stay safe.  We had TV reporters wading through deep snow to show its actual depth, a panda in Washington, D.C., playing in the […]

Read More

Changing something we’ve done for a long time is soooo hard 

The longer people do something the harder it can be for them to change their minds, outlooks, opinions, etc. I’ve been managing people for 30 years. This is how you do it. I’ve been on Twitter from nearly the beginning. Don’t tell me about something I should change. I know how to be a mom. […]

Read More

Things to remember with your social media video in 2016 and beyond 

Some have called 2016 the year of video and live streaming. I think that’s great because video storytelling and live streaming are great ways to take your authentic storytelling content marketing up a notch.  And great videos can be shot and produced with the devices in our pockets – the smartphone.  But there are also […]

Read More

“We can just add social media (or whatever) to somebody’s job title” doesn’t work!

“Other duties as assigned” might appear to be a blank check to some so-called managers but assigning tasks on top of tasks that an employee doesn’t have the skills for doesn’t set up anyone – including the manager – for success. Additionally, it might not make the best use of a team member’s top strengths. […]

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