Content marketing: Telling Meaningful Stories

Is authentic storytelling content marketing still a differentiator when everyone does it?

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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Here’s the scenario:

Two competitors both use similar authentic storytelling content marketing techniques. They all read my book, which you can order here.Ha. But seriously, let’s take that scenario. Is this technique still usable when everyone – including our competitors – use it?

Totally! Yes. Yes. You own your stories and others own theirs.

Many of my competitors tell fantastic stories. They are great storytellers and to a degree that is why we sometimes compete for the same markets.

But here’s the thing: We do slightly different things and our stories are different – simple because they are our own stories. Sometimes they are similar but our experiences and analysis of those are unique to us. That’s the whole point of authentic storytelling content marketing. You are not just copying other people’s CRAP.

What does CRAP stand for?

As a reminder, here’s the oversimplified authentic storytelling process:

Story happens > Story gets produced > Story gets distributed 

And even when we are at the same event, for example, our experience likely still differs.

Here’s one of my favorite exercises during talks and workshops: 

Me: “Who has attended an event that the news media covered?”

Virtually all hands shoot up. Pretty sure it’s never been below 80 percent of all attendees. 

Me: “Keep your hand up if the media report varied widely from your own experience.”

Most hands stay up and some people stretch it up even. “OMG, it was like a different event,” some even say.

Yes, the “official” media report differed from our own version. Likely, neither was completely wrong but they were different perceptions. They were our own stories – even though journalists try to be unbiased they are people and people have their own lenses.

All of us notice different things, react differently and give more importance to varying experiences.

Organizations can do the same thing. Experiences differ. Perceptions do too by our customers, patients, etc. Timing differs, too. This happened here today but a similar story won’t happen over there for another six months, for example.

And here’s the other thing: Few organizations, unfortunately are telling authentic stories today in 2017 anyway. Many are still stuck in marketing writing Approval Hell.

More on Approval Hell here

But I have seen a trend toward more truly unique and authentic storytelling. Yay!

People are starting to notice that generic content does not help them stand out. One of the best ways to show your uniqueness is through the authentic storytelling framework – which is a content marketing discipline.

Contact me here for a free 15-minute consultation. Mention this post!

As a reminder the video at this post walks you through the steps to get started. 

When I hear people say the competitor thing  I often wonder if it’s just another reason (aka excuse) to not get started. Remember, it’s possible to always find excuses to not do it.

I would recommend against riding the Excuses Train because it never stops and doesn’t really get you anywhere.

Being relevant to others and authentically unique will help us sustain business success longer.

Here’s to everyone sharing authentic and useful stories.


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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