Content marketing: Telling Meaningful Stories

[CULTURE] Being slow and deliberate is not a guarantee to a good decision

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Some people make decisions soooooo slowly. They think about something. Ask 59 questions. Think about it some more. And then make a decision. Oh wait, one more question. 

There’s always one more thing to be thought about. One more question to be asked. And by the time we are done, we decide that this whole thing wasn’t worth pursuing at all and we stay with the status quo. 

Overthinking can also kill storytelling initiatives in a heartbeat. 

Recommended reading for you: 

Good content marketers find a way to publish stories 

Analysis paralysis 

We hear about a great story – one that’s worth sharing so we take it back to our committee of content approvers. (I wish I could say that committee existed less – or not at all.)

Everyone weighs in on what the message of the story should be. Somebody raises the far-fetched possibility that somebody influential could potentially, maybe be offended by one minor fact in the story. It’s possible. 

The team decides to think about the story and will table the discussion until the next meeting – at which there are more questions and potential concerns. Needless to say the story never gets published – not for a real reason. Not even for a perceived reason. But for a potential reason. 

Recommended reading for you:

What’s story shopping?

Why does this authentic story need to be approved in the first place?

There are always reasons that we can find – real, imagined and possible – to not publish a story that actually should be published. Not publishing is much easier – at least until you start publishing regularly. 

Don’t get me wrong. There are reasons not to publish a story.  There are legit reasons. The problem is with all those reasons not that legit (or important) and that we should ignore. But instead we keep them alive and top of mind. They keep us busy – but with the wrong thing. 

The best storytellers find ways to share most stories and they share them in the most valuable way for the audience – which ultimately helps the organization. 

They make the presentation of stories interesting, educational and sometimes inspiring. 

We can all do our best to focus our emergy on the right thing: How to share the best and most meaningful stories.

And often that means we make those decisions to publish now and quickly. Usually, slowing them down doesn’t make it any more likely to make the right decision. 


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 ctrappe@christophtrappe.com 319-389-9853

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