Content marketing: Telling Meaningful Stories

Why every strategist needs a team to execute content marketing strategies

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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As I’m continuing to help  hospitals and health plans coast to coast start and implement their content marketing, content creation, social media and eNewsletter strategies one thing has become super clear in the last 5-10 years:

Content marketing and storytelling is a team effort.

I notice this especially when I hear some speakers at conferences I’m also speaking at. They share strategies and high-level ways to get things started. We hear things like this: 

  • The customer is in control now (because apparently they weren’t before)
  • Make it a two-way conversation (because people apparently want to chat about everyone’s product)
  • Share relevant content
  • There will be barriers
  • Here’s the latest shiny object
  • Etc.

Recommended reading:

Be aware of the experts who can’t do any of the things they talk about 

Find out where I’m speaking next 

There certainly are many thought leaders out there who are inspirational, but at some point we have to move past the “needing to be inspired” phase. It only lasts so long and the best strategy is actually one that gets executed and works. 

I enjoy talking about, teaching and inspiring with high-level, sometimes even futuristic content marketing strategies. The future gets created by thinking about it and then working towards a goal. At some point the thinking needs to move toward doing. 

And that “thinking >>> doing” move can only happen with a team of content marketers and creators who are doing the doing and who are qualified for the job.

Recommended reading:

What’s a content marketing journalist?

Content marketing for hospitals and health plans

I’m happy to say to be able to be part of a system that is setup like this and works:

  • High-level and sometimes futuristic strategy  to get us going 
  • Day-to-day implementation for the win longterm

The two can exist on their own – sure – and some try to implement them on their own, but combined they are much more powerful and set organizations up for long-term success. 

Bonus reminder

Don’t forget that content marketing needs to be run correctly and takes time. At least one year. And that means things have to be done correctly for one year and sometimes longer. But once it takes off, you’ll see more traffic, brand lift and inbound conversions. 


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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