Content marketing: Telling Meaningful Stories

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 Trappe

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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The No. 1 trick to grab (and keep) people’s attention in content marketing [EXAMPLES]

Christoph Trappe

September 4, 2016

Strategies

“Daddy, look at that skywalk,” hollered my eight-year-old at me as we were strolling through the streets of downtown for the Cedar Rapids Farmers’ Market. Of course, she wouldn’t point out any old skywalk. Something had to be different. Different things catch our eyes and attention. This skywalk was displaying some colorful art on it and, […]

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Why some content marketing strategies fail: They are too safe

Christoph Trappe

August 28, 2016

Strategies

And I’m not talking about always going for the sensational headlines and topics. But a lot of content marketing strategies, including blogs and social media, are just too safe. They share stuff that was approved by 59 people and is so watered down that there’s virtually no relevance or usefulness to the end audience. Recommended […]

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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 […]

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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 […]

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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. […]

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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. […]

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why content marketing projects should be fun

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