Content marketing: Telling Meaningful Stories

#CMAD: Yes, personal branding techniques can be used in the corporate world

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Happy Community Manager Appreciation Day 2016. For the 2015 day, I blogged about why community manager is not an entry level role. (Read that post here if you like.) This year, I would like to discuss the difference between building a personal brand vs. an organizational one on social media and online communities, including blogs, and how personal branding strategies can be moved to the corporate world.

I hear this quite often still – usually from VP or C-level leaders:

Yes, yes, so and so is really good at branding themselves on social media. They even say interesting, useful and educational things. I follow them. But, but, but, I doubt that they can do that for an organization.

Of course, I ask why they think that, which usually prompts a variation of this:

Personal branding and authentic storytelling is different from doing it in an organization. It’s easier than organizational storytelling. In personal storytelling, there’s just one person you have to work with and that’s yourself. So that should be fairly easy to get approval from that person. In organizations, like ours, there are many more people and approvals required. So they can’t do that. We have processes.

That is indeed a problem and a dilemma. But, people who have run successful personal (themselves or others) branding and storytelling campaigns can totally do the same for organizations. The basics do not change. At all. It’s still about sharing relevant information that your interested communities (aka target audiences) will find interesting.

It won’t work if you bring in the branding expert and set them up to have to fight through approval hells, play politics and left with no time to actually story shop and then share those great stories for your organization.

So, here’s my recommendation:

  • Find the best storytellers and branding folks out there
  • Hire them into a role with some say (so this isn’t entry-level)
  • Allow them to find, produce and then actually tell those stories
  • They may need a team
  • Let them be successful

It’s possible. It’s not necessarily easy. Nothing worth doing really ever is. But, it pays off long-term – on the bottom line, in meaningful experiences and customer and even employee advocacy and retention.

Get the best talent, get out of their way and let it be a wild success.


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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph 319-389-9853

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