Content marketing: Telling Meaningful Stories

Sharing valuable and educational information everywhere – including the sidewalk – in content marketing 

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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As you hear me say frequently, I’m a big believer in and practitioner of Create Once, Publish Eveywhere (aka COPE) Sometimes  people take that to mean digital only, but COPE actually applies to all channels. 

Gather content once and then share it everywhere. That could include digital channels – like blogs, social media and display ads  – and offline channels like billboards, TV stories and on the sidewalk. 

Recommended reading:

What’s Create Once, Publish Everywhere?

Content marketing for hospitals and health plans 

Diet tip: Eat through everything in the house 

During summer 2016, I was walking to a book signing at Next Page Books in the New Bo neighborhood in Cedar Rapids. They have been selling my storytelling book and invited me out on a Saturday morning to do a book signing. There were a number of sidewalk art pieces throughout the area. Some focused around the neighborhood’s identify and some around healthy behaviors. Very cool, neat and unique. Uniqueness gets us to look. Relevance gets us to remember.

This sidewalk painting by a local hospital caught my eye as well. It offers healthy eating tips – specifically for children. 

Great use of readily available content. They could also tie this in with other channels, including: 

  • Blog post of a recent success story how a child overcame childhood obesity. 
  • A news release article that discusses recent trends on the topic. 
  • A Twitter chat with an expert on a related topic. 

Recommended reading: How to start a Twitter chat 


It’s easy to think only of our favorite channels or the ones we personally use. But distributing content on all relevant channels – online and offline – can help us get the most bang out of our buck when it comes to content marketing strategy, content creation and distribution. 

Bonus tip: Use each piece of content on at least six channels.

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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 319-389-9853

Confirmed talks


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Nov. 6, 2017


Dec. 6, 2017
Des Moines, Iowa


Lisbon, Portugal
March 3, 2018

May 2, 2018
Victory, Canada

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