Content marketing: Telling Meaningful Stories

The importance of new – “I’ve already heard that.”

Christoph Trappe

January 17, 2015


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Why do we always have to create new content to share on our website and social media? Once it’s all up and running it’s good, right?

For some website content that does not change that is true. No changes necessary unless a fact changes.

In blogging (also on your website) and social media, however, new stories and content are important. People don’t come back to blogs or social media networks to read the same thing over and over. They want new content (aka valuable, interesting or entertaining stories).

We pay attention to new things. Some people have said this is an instinct from when our predecessors had to be aware of wild animals. A new wild animal in your vicinity got you to pay attention. It’s new and might try to eat you.

And while stories on social media don’t present that same kind of threat, the same concept still applies. We pay attention to new things.

Think of instances when somebody starts sharing a story with a group. To some the story might be new and they will take it in like a new story. It is new to them.

Those in the group who have heard the story before probably will tune out. “I already know this.”

The person sharing the story might even acknowledge the people who have already heard the story and that they have heard it.

Think of how exciting it is to share something new with people who haven’t heard it. We bond when we share new things.

If you fly with any regularity, how often do you still listen to the flight attendant announcements? Right, they all read the same script (for the most part). That’s why it’s news when a flight attendant changes it up some. People even take their phones out to shoot video and post it on YouTube, Facebook, etc.

That’s because it’s something new. It entertains us. Sometimes it enlightens. But when new things are irrelevant they will be ignored by many – if not most – audiences.

New content that is relevant is what will help us stay relevant with our audiences. Since there are new things going on in our lives, businesses and organizations creating and sharing new stories is possible.

We just need to capture them as they happen and then share them. Our audiences will thank us.

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

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