Content marketing: Telling Meaningful Stories

Once you have an audience, don’t exploit it, but offer even more value!

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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Social media, blogging, really anything online (and offline, too) is really a numbers game. 

The more relevant audience members (aka interested community members) you connect with the more impact your content can make and that ultimately leads to more meaningful connections and also business conversions. 

More things to read: 

How to find your organization’s content sweet spot 

A new role: The content marketing journalist 

And there are ways to build your audiences somewhat quickly across the different networks and some people use these tactics very successfully. 

  • Twitter and Instagram – follow your perfect audience members and they likely will follow back. 
  • Facebook – promoted posts still help build audience. 

Growth strategies change as networks change terms and user behavior adjusts. 

Good content is one important piece in building audience. Even if people start following for one reason, good content is what will keep them around and coming back.

Connecting, sharing great and unique content and responding builds audience and community – no matter the network. And that works so well that some people have build communities of tens of thousands and more followers. And often when that happens, guess what happens next? 

You can make money off your followers by selling them stuff and then companies come calling (or tweeting) and want to include you in their  influencer marketing program. 

Recommended reading:

What’s influencer marketing?

Scope: Doing something better is not a differentiator  

And I’m all for making money, but don’t get too greedy here and forget how you got to today. Never exploit your audience. Always offer more value to them. That also leads to more value for you. 

For example, from time to time brands reach out to me and ask me to review their products – usually products I never even used or sometimes haven’t heard of. 

Here are my rules usually:

  • Happy to review whatever they want reviewed for a fee.
  • I email them my review. Yup, review to me means this is consulting. 
  • If they want to guarantee being in front of you all, I’m happy to sell them an ad space in the sidebar. 
  • If there product is of interest to you guys I might write something. I have complete editorial control. 

Once we have a nicely sized relevant audience assembled let’s not get greedy to exploit them, but get greedy to be:

  • even more relevant to them. 
  • offering even more value. 
  • even more helpful. 
  • a connector. 

That doesn’t mean you shouldn’t be selling things. You can buy my book, services and more on this site. But always keep the audience and their needs front and center. If it offers value to them, do it. If not, don’t. Content marketing creates value to the business only when the content marketing strategy creates value first to the audience. 


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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