Content marketing: Telling Meaningful Stories

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


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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Christoph

Christoph blogs on The Authentic Storytelling Project and is a globally recognized content marketing expert. The IMA named him Internet Marketer of the Year in 2015. He works with healthcare organizations and other brands around the globe.

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