Content marketing: Telling Meaningful Stories

Why I now offer follow up-calls after content marketing workshops

Christoph Trappe

August 14, 2017

Training

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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Content marketing workshops and thought partnership relationships are often mutually beneficial.

  • The client learns something from me and can implement my storytelling framework.
  • I learn something from the client because that’s really how I can help everyone: By being exposed to a wide variety of content marketing problems

Workshops can help organizations with internal content creation teams adjust their strategies, overcome barriers and get an update on what’s new and taking off in their industry and other industries.

Contact me here to book your workshop today!

Here’s how I used to run workshops:

  1. Prep, prep, prep.
  2. Present virtually or onsite
  3. <The end>

And that can be helpful and it has been for organizations. But it was missing one important step: The follow-up.

I forgot about that people think about things at their own speed and that’s okay.

When we present to an audience and say: “are there any questions?”

<no questions>

“Okay. Great. Moving on.”

And sometimes it’s true that there are no questions that second, or somebody didn’t raise their hand fast enough, or they were too shy to ask in front of the group, or they simply haven’t thought of the question because they were still mulling the material over.

I know that sometimes when I’m listening to audio of a presentation that I sometimes miss pieces because I’m still thinking about what was just said and I am applying it to my own situations.

Whatever the reason might be that people aren’t asking or commenting then, they might ask or comment later or in a different forum.

So for all workshops, I now offer a follow-up meeting. Usually it’s remote and between 30 and 60 minutes.

If it was a small group (10-15 people) I might invite them all on the follow-up call. If it’s more I’ll invite a handful of representatives who can share additional questions, barriers uncovered or other issues we didn’t discuss that do slow down their content marketing strategy and implementation.

It’s been a useful addition and helps the teams I’m working with truly be able to implement the training.

After all, the training’s purpose is to be helpful and not just add more work. Closing the loop helps with that.

In addition, some teams use the opportunity to figure out how to fill gaps that we’ve uncovered.

Maybe the organization needs more writers, or different kind of writers. There’s a difference between journalistically minded ghostwriters and technical writers and even even traditional marketing writers, for example.

Many teams need help with original photography. Others need help with ongoing content marketing strategic advice. Others, yet, need help with distribution.


More reading:
Why images on blogs should link to something other than themselves

Sometimes teams know what’s missing before a workshop and sometimes a workshop helps them crystallize a barrier and figure out a way to get past it. Sometimes that happens during the workshop and sometimes it dawns on us a bit later.

That’s why I’ve found the follow-up highly important and helpful. And ultimately that’s what workshops by brought-in consultant should be: Helpful. They should help the team move forward better and stronger than before. Keeping the discussion going a bit longer helps with that as well.


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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