Content marketing: Telling Meaningful Stories

KEYNOTE VIDEO: The six steps to tell better stories

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I spoke to the Iowa CPA conference in Des Moines in October 2016 and shared these six steps you need to take to share authentic stories to be successful.

(I start at 1:18 mins if you want to fast forward to there.)

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In summary, here are the six steps with short overviews:

1) The decision

You have to make up your mind to actually want to get started. Decide to tell better stories for long-term success. Without the declared decision you can’t move forward. This also includes getting buy-in from key stakeholders.

Related reading:

Do we really need executive buy-in?

 2) The plan

It’s hard to move forward without a plan. Make that plan, write it down. Keep it short so it’s implementable.

You don’t want this:

High-level plans works great and help us stay on course. It’s okay to update them as we move forward and external (or internal) things change. I like to print copies of it – even in the digital age – and bring it to (client) meetings to help us stay on track and refer to it. (See No. 4)

Recommended reading:

Blogging: How to find your content passion and align it with audience interest

3) The skills

Everyone has some kind of storytelling skills. Some people are better writers, some are better in front of a camera, etc. Know your strengths and build on those.For organizations, determine what skills are needed and hire those (and of course cultural fit). Don’t assume new tasks can just be added to already busy people’s workload.

4) The execution of the plan

Sometimes people forget about implementing the plan or putting the right skills to the right tasks. So, actually doing the plan might me more important than the actual plan. Keep the plan front and center and do something every day to move something related to the plan forward. Make it a habit.

5) Refinement

Don’t stop but adjust. What’s working? What’s not working in your authentic storytelling content marketing strategy? Adjust on the fly and constantly keep an eye out on those metrics to see what kind of content resonates with your audiences.

Recommended reading:

Why soft metrics matter in content marketing

How ongoing blogging increases traffic

6) Sustainability

The final step is, of course, to keep things going. Think about how to sustain the project. How can we continue to share relevant stories that help our audiences and our business? We need the right people in the right seats at the right time. Some of this has to do with budget. Especially larger organizations need to hire people to tell the stories. For smaller businesses, or single-person businesses, owners might decide to share stories on their own. It’s possible, but keep in mind that it takes time, energy and brain power.

Related:

Internet Marketing Association Conference Slides: Content Marketing on a Shoestring

The role of Content Marketing Journalist

Conclusion

Following these steps can help organizations – large and small – tell better stories for long-term success. The stories we tell can make or break our success. No pressure at all.

Contact me here if you need help telling better stories or to book me to speak at your conference or company event.



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.

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

Confirmed talks

 

Dec. 6, 2017
Des Moines, Iowa

 

Lisbon, Portugal
March 3, 2018

May 2, 2018
Victory, Canada

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why content marketing projects should be fun

 




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