Content marketing: Telling Meaningful Stories

Good luck predicting the value before putting any effort in it 

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I once talked to a global company’s CEO who wanted to try some of this storytelling to stand out in the market place. He said:

“We want it to generate revenue before really funding it too much.”

Huh? Ugh, I didn’t reply with “huh” but wanted to. This kind of statement and attitude isn’t that uncommon actually. Unfortunately. 

Prove to me that it works before I invest the amount it takes to actually make it work. Now, don’t get me wrong – you can do content marketing on a shoe string and I’ve done that before and still do it from time to time. But usually this tactic is best used by smaller businesses and startups. 

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So I asked how much he expects to make from this in year 1. He gave me a number. I told him the project for year 1 would cost 15 percent of that number. 

Seemed shoe string to me. Ha. 

On the other side of this effort vs. value discussion is the often inaccurate projecting and guessing happening.

If I do x and invest this much time I will get y. It’s guaranteed. Unfortunately, hardly anything is guaranteed.

I would likely never have started blogging, speaking or losing weight had I always overanalyzed everything before doing it. I just started doing. The best plan still is doing toward a declared goal. 

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My fitness blog where I chronicled my weight loss

Don’t get me wrong here. I change things all the time. Something isn’t working or doesn’t exactly align with my declared goals it gets the ax. Done. It’s out of here or gets adjusted to keep moving me toward my goals.

Sometimes the value can be guessed or something can be dismissed without trying. Many times it cannot. I’ve been on many projects where success happened and teams learned something because they focused more on doing vs. analyzing what they could or should be doing. 

You could have hit that breakthrough in that next minute – the one you didn’t spend. The only way to win the game is by playing it – not by sitting on the sidelines analyzing what may or may not happen. 


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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 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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