Content marketing: Telling Meaningful Stories

How to integrate Instagram Stories into your content marketing

Christoph Trappe

September 22, 2016

Social media

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 links.

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Instagram Stories, which is very similar to Snapchat except they are inside the Instagram app, is another way to reach your audiences.

I’ve been experimenting with it and have shared snapshots from my travel days, doing content marketing training and while implementing content creation projects.

It’s nice because the media assets self-destruct so to speak after 24 hours so that can give those of us who always need everything to be perfect a reason to post less polished content. It won’t be around in 24 hours anyway.

Now, that doesn’t mean we can’t post more polished content. The Onion, ESPN and others are sharing quite polished videos on Instagram Stories.They are great!

I would recommend testing and seeing what your audience likes. Instagram gives you asset-by-asset metrics for Stories and even tells you who exactly looked at an image.

One person took that knowledge to mean that I was now expecting them to message me and sell me something. Dear marketers, lets not make that a habit now. But, depending on what you are selling it could be a very workable marketing tactic.

As we have known for a while: Images on social media are important. And I’m not talking about those lame stock art images that people buy for $5 – or even $50. Images that tell a good story work and is what we should strive for.

Since images are important, I would recommend to have original and authentic ones with all longer stories. A longer story might be a blog post, Facebook Note or LinkedIn post. I’d love to think that all posts always  – even the short ones – should have images but “always” rules are silly and hard to follow. Some stories have good images and some don’t. Use them as often as possible.

Then use those media assets on all networks. That could include blogs, Facebook, Periscope, Twitter, Instagram – including Instagram Stories.

Sometimes content stories can start in Instagram Stories. Let’s say your content marketing strategist is interviewing a subject matter expert. Part of that interview could be live streamed as a Periscope. Maybe publish a soundbite as an Instagram Story. Maybe there are other photos to be taken in the vicinity that could make a nice Instagram Story as well – even if 90 percent or more of those won’t be used outside of Instagram Stories.

Just spotting stories and sharing them continuously can help our content marketing teams become better storytellers.

There are always exceptions and hardly anything is clear cut or uniform across all industries, but I would recommend the use of Instagram and Instagram Stories. Sometimes it can be used as an extension from other other channels and sometimes it can be the only one to share the story.

Contact me here to get help with your social media (including Instagram) strategy and implementation.


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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