Content marketing: Telling Meaningful Stories

KEEP DIGGING: How journalists can help content marketers uncover those hidden stories 

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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One thing that I enjoyed very much as a journalist was to uncover the stories that nobody else was sharing. There were many reasons why they weren’t being shared. Something negative happened, somebody was doing something illegal and sometimes there was a cover-up.

The farther you dug, the more stories you could uncover. Sometimes they were stories some people didn’t want see publicist. Sometimes they were stories that could affect change once the facts were known.

The bottom line is that in life not all stories are positive. That’s okay and even though we all want to look our best, sharing some negative stories actually makes us look real and more authentic. Not being so perfect can make us look more human. 

Recommended reading for you:

What if our positive stories turn negative? (Podcast)

What to do when not everyone loves us

Perfectionism can kill storytelling 

In the journalism world there are reasons to share stories for the greater good.  When journalist catch wrongdoing, misappropriation of public funds or other things that affect the community as a whole, showing those stories can make a huge impact and even change things for the better for all of us.

Once journalist decide to make the jump into the content marketing world, there are plenty of positives for content marketing audiences. Great journalists typically do have a good nose for stories worth sharing. They also can share them in a concise and engaging way.

Does that mean journalists that are now sharing stories on their brand’s behalf that exposes them unnecessarily? Very unlikely  and that is not what I’m recommending here anyway. 

What I am recommending and encouraging however is to use those journalistic noses for stories to share different stories for an and by an organization that helps organizations set themselves apart.

Recommend reading for you:

Content marketing in healthcare

The new role of content marketing journalist

Sometimes those stories are positive and sometimes they’re more negative. But you truly differentiate yourselves in this new environment of constant content creation across many channels, digital and off-line, by sharing unique  stories that are authentic and can help organizations move beyond the traditional marketing message and generic blog post. 

Great journalists dig deep for the stories that need to be shared and help us connect to the most important and interested communities. 


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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 ctrappe@christophtrappe.com 319-389-9853

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