Content marketing: Telling Meaningful Stories

Scheduling blog posts and social media updates doesn’t hurt authenticity

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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Authenticity is already important in content marketing and storytelling. I believe it will become more important as more people, brands and organizations continue or start to publish content.

I frequently speak about this topic at events around Iowa’s Creative Corridor and beyond and in general, people tend to agree with the message. I also share that I schedule articles on here and on social media. Every once in a while a handful of people don’t agree that authenticity and the scheduling of posts and social media updates go together.

Why? Authenticity can only happen when it’s live apparently.

The way I share and the kind of content I share, the timing has nothing to do with authenticity. At all. Whether I share it now or later, doesn’t affect the genuine thought behind the post or update.

Some context:

I schedule many of my posts across three topical sites. At one point in May 2014, I had 36 weeks of weekly posts scheduled across the sites. I do the same on social media. When I think of something that I deem worth sharing, I will find a spot for it inside my Hootsuite calendar and schedule it to be published. Sometimes that’s days or even weeks out.

That way, I don’t publish too many back-to-back posts, which could get annoying for others in my networks. In addition, I could also easily end up publishing things when nobody is paying attention, like at  11 p.m. or 4 a.m., two times at which I frequently have ideas for posts. On a side note: I have Tweeted at 4 in the morning before and a handful of people have retweeted me immediately. Even at that hour of the day.

Most of the things I publish have no time element. They are relevant two weeks from now as they were when originally written. Of course, when I have something timely to say I will publish it immediately. But that doesn’t happen all that often. Most of my thoughts aren’t tied to the current moment.

And when people respond to my scheduled posts, I respond as quickly and authentically as possible. My opinion stated in a scheduled update didn’t change in the time that has passed since the original writing.

I have had it happen that somebody reading a scheduled Tweet asked for an example of the scenario mentioned. Due to the time that had passed I couldn’t remember one. In that case, my Tweet was still authentic and accurate. I just couldn’tcontinue the discussion. That is clearly a downside to scheduling updates.

Overall, it has helped me think through my thoughts and schedule authentic updates in a less timely and more efficient manner.

Do you agree? Disagree? Tweet me at @ctrappe.

 


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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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