Content marketing: Telling Meaningful Stories

Why it can be okay for organizations to share stories that might appear conflicting

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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We have to stay on message. On brand. Etc. Etc. I get it. It’s important that our brand is representing what it is, but it’s too easy to apply old school marketing techniques to the new world of integrated marketing and authentic storytelling.

One area where message alignment continues to come up is in content marketing projects – like blogs and social media.

Here’s an example from the healthcare field:

  • A hospital tries to increase the number of procedures and really pushes the procedure and its availability across all channels – online and offline.
  • At the same time a physician subject matter expert publishes an article on the website that outlines alternatives to the procedure for those who don’t want to go through the procedure and might qualify for alternatives.

Recommended reading: Why one-sentence posts on LinkedIn are not user-friendly 

Now, we might think that these are two different messages and might hinder be overall success of one or the other. But they don’t, and here’s why:

  • The people looking for alternatives weren’t your target audience to begin with for the first initiative. But they are for the second project. (Let’s assume some of those alternatives can actually be done with the help of the same hospital. Even if they aren’t it’s still related education worth sharing.)
  • It offers a complete look at options.
  • It educates.
  • It establishes the organization as an all-around expert.

Recommended reading: Writing blog spotlight 

And through the power of linking we can send people from each piece of content to the other. So, if people aren’t interested in the procedure but are in the alternatives, send them to that content. Make it easy. If they aren’t interested in the alternatives but want to find out more about the procedure allow that to be easily findable and navigatable, too.

Sharing all the relevant content and options can actually help us stand out more and people in our interested communities will even see us as transparent and trustworthy.


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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