Content marketing: Telling Meaningful Stories

Why some content marketing strategies fail: They are too safe

Christoph Trappe

August 28, 2016

Strategies

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.


And I’m not talking about always going for the sensational headlines and topics. But a lot of content marketing strategies, including blogs and social media, are just too safe.

They share stuff that was approved by 59 people and is so watered down that there’s virtually no relevance or usefulness to the end audience.

Recommended reading:

What’s approval hell?

Of course that happens because it feels better, dare I say safer, to share content that we know will not create a strong negative reaction. And while I’m not saying we always need to go for only the negative reaction, having at least some people who disagree or dislike an opinion or piece of content is a sign that we know our target audiences  well.

You might even take it so far to plan that you know who the audiences are that you don’t want your pieces to like. Those are called negative personas. 

Recommended reading: 

What are personas?

“Mean things” people have said to me on Twitter

But sometimes it’s not even about upsetting one piece of an audience or another. It’s mostly about sharing stories that are not just filled with marketing language only.

It’s about cutting the pieces that are so watered-down because  ultimately they don’t say anything except how awesome we are anyway. It’s about cutting the pieces that just space and look like we have something to say but ultimately we are not saying anything. It’s also about cutting the pieces that make internal stakeholders feel really good but have  little value to the external and actual audience – you know, the one that might turn into customers?

Recommended reading: 

Your boss is not your target audience 

Create content that has value to your audience and that will ultimately lead to value to you and your business. But safe, boring, run-of-the-mill content won’t get us there. 

Contact me here if you need help convincing the boss.



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
ctrappe@christophtrappe.com
319-389-9853

Confirmed talks

 

Dec. 6, 2017
Des Moines, Iowa

 

Lisbon, Portugal
March 3, 2018

May 2, 2018
Victory, Canada

book now

why content marketing projects should be fun

 




Updates in your inbox! No spam!

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

%d bloggers like this: