Content marketing: Telling Meaningful Stories

#Adobesummit blog: What not to wear in Las Vegas (with picture)

Christoph

March 22, 2017

Strategies

Disclaimer: Adobe invited me to the Adobe Summit North America 2017. This post was not approved by them. They didn’t even get a preview. It’s my opinion and if you agree it’s yours too. 😂🤔 Here’s a fun story that happened to me while at the Adobe Summit North America 2017.  My wardrobe in general […]

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#Adobesummit blog: Answer this: What’s the business purpose of this innovation?

Disclaimer: Adobe invited me to the Adobe Summit North America 2017. This post was not approved by them. They didn’t even get a preview. It’s my opinion and if you agree it’s yours too. 😂🤔 The Adobe Summit 2017 in Las Vegas knew how to throw a party. The production was fantastic and entertaining when […]

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Photo booths at conferences: Participate or not? [BRANDING]

Christoph

March 16, 2017

Strategies

Photo booths are all the rage at conferences now. Wear these silly glasses, throw on a silly scarf thingy and throw your leg up in the air to show you are having fun.  Every once in a while when speaking at a conference the person introducing me will remind people to stop by the photo […]

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How many brands get human to human marketing wrong and how to fix it

Whether you are in B2B or B2C marketing, it's really all H2H or P2P nowadays. You are trying to reach people afterall. This article discusses how to keep the people in mind.

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Why good marketing teams use the 24-hour rule of feedback 

Feedback – even when it stings or is wrong – can be tremendously helpful. We can learn from it and make necessary adjustments. At the least, we get an idea how others perceive us.  But feedback that is about something too long ago is just worthless and it usually only serves one of two intentional […]

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Why the digital gurus are wrong and print is NOT dead!

I love digital storytelling. More so than many of the corresponding offline and print counterparts to digital channels like blogs, social media and news notifications. But, repeat after me: Print is not dead! Here’s an inventory of exhibits: My mailbox. The one outside my house. If direct mail didn’t work at all, how come so […]

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Why data beats preference-based opinion every time in content marketing

Christoph

January 24, 2017

Strategies

I don’t mind having and giving my opinion at all. In fact, I do that quite frequently. But opinion without fact or something to back it up is useless most of the time. What makes one opinion right over another? It’s really the facts behind it. Now, of course, there can be different versions of […]

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How to maneuver today’s world of churn

We live in a world of churn today. And we might as well get used to it and make it work for ourselves and our businesses. Because if we don’t understand the realities of churn, it can be quite stressful. OH NO. Another person unsubscribed or unfollowed. That doesn’t feel good. See. Ha. So what […]

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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 […]

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How many brands get influencer marketing wrong

Influencer marketing can be highly beneficial for all involved: The brand  The influencer  The influencer’s audience  Related: Influencer marketing defined  But it can also backfire and make us look less positive and relevant than was intended.  Here’s how influencer marketing often looks unfortunately:  A brand out of the blue messages an “influencer” and says:  Hi, […]

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What’s with all the links on social media?

Christoph

December 17, 2016

Social media, Strategies

Some days I look at my Twitter stream and every single Tweet is asking me to click on a link for more information on whatever topic the Tweet mentioned. Given that stories can be told in Tweets there’s really no need to link all the time. I link on Twitter, too. But not all the time. Twitter […]

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MY TEST: Does HTTPs really help with Google Search results?

A look at whether or not my blog performs better since I made the Google-recommended switch from http to the secure https.

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Changes …

Christoph

November 29, 2016

Strategies

Casey Neistat used to publish a daily YouTube vlog with 5 million subscribers. 5,000,000!!!  And then he quit. Pretty much cold turkey. Though I was guessing something was up when he didn’t publish anything for a few days. He, of course, did a video on that he’s stopping the vlog and moving on to other […]

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Prediction: A/B testing will disappear as experiences become truly personalized

A/B testing, of course, is a technique that marketers use to optimize their content and websites. It’s a somewhat easy way to figure out what works best: Are more people clicking on the blue box or the orange box? Do more people read this article if I post the picture here or there? A/B testing […]

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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 […]

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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 […]

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VIDEO: I sometimes get negative audience feedback, too! Here it is…

Christoph

November 16, 2016

Strategies

I’m quick to share the positive testimonials I get when I speak. I create images with text and share them wide and afar. Some might say I’m throwing them a parade – a phrase I first heard on a Curalate/IMA webinar I was a guest on. You can find many of those positive testimonials on […]

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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.

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Create Once, Publish Everywhere: How to turn your podcast into a book

Christoph

November 11, 2016

Strategies

I’m a big fan of the Create Once, Publish Everywhere model. It’s really the only way to get the most out of our content anymore. This can include publishing your book based on your podcast, which is what Jared Johnson did. More about that in a moment, but here’s how Create Once, Publish Everywhere usually works for […]

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[TRAVEL] How to maximize international speaking or business trips 

Christoph

November 10, 2016

Strategies, Travel

This article discusses how to get the most out of international business and speaking trips. Tips to get even more business out of one trip by global speaker Christoph Trappe.

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Content marketing is more about hitting singles than home runs 

With baseball season wrapping up in North America, what better time to use a baseball analogy. 🙂 Home runs are certainly fun to watch. Did that make it into the water outside the San Francisco Giants park? Did that make it onto the street outside the Baltimore Orioles diamond? You get the picture. Things can […]

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How authors can use content marketing, social media and related tactics

Christoph

November 1, 2016

Strategies

Authors can use content marketing, social media and related tactics to promote and market their books and in fact most of my book sales have come after I implemented content marketing tactics. Writers Melon, an India-based site for book lovers and authors, invited me to share my tips. And I appreciate the invite and happily […]

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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, […]

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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? […]

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KEYNOTE VIDEO: The six steps to tell better stories

I spoke to the Iowa CPA conference in Des Moines in October 2016 and shared these six steps you need to take to share authentic stories to be successful. (I start at 1:18 mins if you want to fast forward to there.) In summary, here are the six steps with short overviews: 1) The decision […]

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Why it’s important to keep track of your search engine rankings [Google Search Console]

Search is not dead – in case anyone was wondering or about to declare it to be. 🙂 In 2016, about 70 percent of all traffic to this content marketing blog came from search engines. That’s an interesting statement for a social media guy. Social media, by the way, sent 11 percent of all traffic […]

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Always do this when your website copy tells us how awesome you are!

Much of the copy I read on websites is so laden with self-congratulatory, back patting and superlative-driven that it even puts the perfect social media lives of some people to shame. Everything is oh-so perfect. I’m sure you know what I’m talking about. It’s sentences and phrases like these:  We are the best in our field. […]

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How long does it take to write a blog post?

However long you’ll allow it to take. There’s always one more edit we can do. One more hour of research or reflection that’s “needed.” It can go on forever if we let it. And then we are are disappointed that the post that took us 30 hours to produce didn’t go viral. Don’t get me […]

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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 […]

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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 […]

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What industries can benefit from content marketing or authentic storytelling?

It’s always dangerous to throw round absolutes, but I have yet to come up with an industry where content marketing is absolutely not possible or zero percent helpful. Basically authentic storytelling content marketing comes down to these pillars:

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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 […]

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Don’t fake it until you make it but grow into it 

During a 2016 speech at a marketing conference I shared the story of a football coach who told me to appear confident even if I wasn’t. If other players didn’t think I was confident of my call as a center, they may lose trust. A valid concern. After I shared that story somebody said: “it […]

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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 […]

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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 […]

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How to make the most out of event apps!

Christoph

September 5, 2016

Strategies

I’m very protective of my iPhone storage – mostly because I constantly run out of space. Like all the time. So, when people ask me to download yet another app, especially, when I don’t see the immediate value, I scoff and usually decline. But, downloading event apps, especially if those apps are well designed actually […]

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