Content marketing: Telling Meaningful Stories

I don’t need better content. I need more relevant content.

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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That doesn’t mean I think content marketers should skimp on quality. They shouldn’t. Quality is super important. And yes, there’s plenty of crummy content out there. There’s also plenty of good and even great content out there.

There are plenty of folks creating quality content. Quality content as in it’s well written. There are no typos. Correct grammar is used. It might even be a great story. Hats off to quality content creators.

But something isn’t quite right with the content. It’s not relevant at all. It’s even wasting my time. It’s causing me to be annoyed and might even get me to ignore similar headlines, Tweets, whatever the next time. Irrelevant content is what causes sidebar blindness, for example.

It’s not relevant to me. Sure. Maybe I’m not your target audience. But I still saw this high quality piece of content, which bored me.

High quality content is now a requirement. Good enough is no longer good enough.

And the thing we should focus on now is to produce highly relevant for our communities.

First, of course, we need to figure out who that is and what kind of content (aka stories) they would be most interested in.

And just a reminder: Audiences are hardly ever the content producers bosses. Usually.

So, let’s figure our how we can spot and then share those highly relevant and authentic stories that people want and can’t wait to be served up.

I know some content producers who regularly deliver content that I can’t wait to consume. I will read their posts because they have built that trust and relevance over time.

They don’t waste my time so they get my time.


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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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