Content marketing: Telling Meaningful Stories

How to promote your event through great storytelling [HEALTHCARE EXAMPLE]

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A lot of event promotion I see out there is, well, just very promotional.

  • Here’s our event
  • The time
  • Date
  • Maybe the purpose is stated
  • And whatever it is that we want from you – often to give us money to attend

But having unique events and promotions of those events can help organizations and their events stand out. I remember when the nonprofit team I worked with a few years ago created events that always  had a unique and creative theme and everything circled around that theme. It made the planning and creation fun and I heard many times that attendees enjoyed the events. Attendance kept increasing as well. 

The story of a breast cancer survivor in the video below caught my attention on a recent Saturday morning as I was watching TV. It’s actually promoting the Especially for You against breast cancer race, which is held each year in Cedar Rapids, Iowa, by Mercy Medical Center  and draws thousands.

But it didn’t feel like a typical event promotion. It’s telling an engaging story and does also let us know about the race, but not in an overly promotional way. See below…

Recommended reading:

Should my event hashtag include the year?

Hire me to speak at your event

More on the Especially for You Race and to register

What I loved about the clip was that it immediately got my attention with that ringing of the bell. Of course, just because it got my attention doesn’t mean that it would keep it. But it went right into telling the patient’s story in a relatable way. I watched through the end, because it was more than a run-of-the-mill commercial. 

Way too many patient stories read like this today: 

Hi. I’m Christoph Trappe and had xyz disease. There’s just no way I would be alive today without Hospital xyz.

This felt different. It felt like a story. And then, by the way, this patient is also going to participate in the annual walk this year and it means more – given that she just finished treatment. 

Powerful and relatable stuff. And it wasn’t even a long video. 

Recommended reading:

How to make the most of out event apps

Why speakers should participate in the event hashtag

So, as you are working on promoting your event, share some stories – preferably ones that are meaningful and relatable. And then, of course, distribute them on all relevant channels. That could be:

  • TV
  • YouTube or other social networks 
  • Offline events like rotaries maybe

Storytelling can be done everywhere and is most powerful when you have a good story and share it with a purpose. 


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Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life!

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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