Content marketing: Telling Meaningful Stories

Storytelling and content marketing do indeed take time 

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The other day I was presenting to nonprofit employees on how to meaningfully engage on social media.

“Donate to me” isn’t working on social media for the most part and nonprofits have plenty of stories worth sharing that will help them build the right connections for long-term success. So that’s what we talked about for a couple hours.

You can find the PowerPoints here – though how much fun are they without me presenting them? Ha.

Authentic storytelling works especially well for nonprofits because they are in the game to make our world a better community. Being authentic fits right in. Yet doing that publicly takes getting used to – even for nonprofits.

I always learn so much from presenting, too. People ask new questions or have viewpoints that haven’t been brought to my attention in a while – if at all.

As I was leaving the conference, I chatted with a woman who attended my session. She mentioned how doing good storytelling takes time. And where are you going to find that extra time? She is absolutely correct. Good storytelling does take time. But there are tips and tricks to find that time.

For example, I’m writing this blog post on my phone on a plane. There are plenty of movements like that you can steal to hammer out a quick story that is worth sharing.

I’m not afraid to record a podcast or do a Periscope video live stream and later upload the video to YouTube and embed it on my authentic storytelling blog here.

In general, though, I prefer to share stories through blog posts. Recording videos on a plan is just weird. Ha. Seriously, I don’t know but it’s just my preferred method. Find your preferred method. Recording a video and uploading it to YouTube is super quick – as long as you know what you are doing and what you want to say.

And let’s not get caught in the being-perfect trap where everything has to be read 500 times because we might be able to make it perfect. Good luck! I’ve seen projects fail because everything had to be perfect – and of course nothing ever was. That in turn meant that hardly anything ever got published.

It’s possible for one or five-person organizations to share stories on a shoestring budget. In some instances it can be easier because they won’t have a 12-step approval process. Yikes, but they do exist. Be thankful if you don’t have to go through one.

You have to make the time, figure out what you yourself are passionate about and can do quickly. Do those things yourself. If that’s not enough yet to make the program a success, see if you can find a volunteer.

Fair warning: Social media should not be run by the intern – volunteer or not.
Social media media manager jobs are basically what spokespeople used to do when there was only traditional news media outlets. Would your spokesperson be an entry-level person? Nope. Exactly. Whomever runs an organization’s social media needs to be able to do two things:

Have the authority to respond now AND have the knowledge to do so with the correct and most relevant information for the consumer.

All of that takes time, too. To get started, I would recommend to set aside 15 minutes in the morning and 15 in the afternoon to see if people are talking to us and to schedule updates. Lots of updates! Hootsuite is a great tool for that.

In short: It does take time. Many things that are worth doing take time.

There’s always a way to cut time in one place and use that time elsewhere. Find those tasks that don’t add value. Cut them.  We just have to set our minds to it. Where there’s a will there’s a way. That’s a cliche. But seriously.


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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