Content marketing: Telling Meaningful Stories

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You know what the front runners in digital storytelling all have in common? They didn’t waste time when new avenues opened up.

Twitter launches. They try it.

Blab launches. They try it. Hey, hey, here’s my weekly show. Is it on your calendar?

In the meantime, they’ve continued to build their email list. You know, enewsletters? Somebody said they were dead. Not so!

Related: How many enewsletters are too many?

They probably even were on MySpace and tried to make a go off that. And Path. And every other network that has come and gone in-between. Yup, it can get quite time consuming to keep up with all the new networks and channels. And then those networks change something and we have to keep up with that, too. Where does it end? It doesn’t. It’s part of a continuously evolving digital system.

I do like to focus on just a few networks and currently for me personally they are:

  • This blog
  • Twitter
  • Instagram
  • LinkedIn
  • Periscope
  • Facebook

I posted something the other day from my phone and my wife said she didn’t find it on Facebook. I told her it’s on Instagram only. It can be a struggle for organizations and people, too, to figure out which networks are worth using and then it’s important to have specific strategies for each. Not everything goes ok every channel. And maybe we should actually focus on fewer networks, but with a well-executed Created Once, Publish Everywhere strategy, one more network really won’t break the bank and it might even be helpful. Focus on finding your unique stories and sharing them across all relevant channels. By the way, this also includes offline and traditional channels – like print – that are still around.

Related: We can’t copy our authentic stories from others

I use all these channels and they all do their part in me spreading the authentic storytelling content marketing message. People see it on here. Some come here through Google search, others from Twitter and some even bookmarked the site. My Tweets are often seen almost 2 million times per month and Instagram has been growing. Some people even bought my printed book. People are paying attention on LinkedIn and Facebook, too, even when they don’t routinely comment or like. Periscope, while growing slowly has been another nice channel to share stories in the moment.

Some that I’m deliberately ignoring, by the way are:

  • Vine
  • Google +
  • Snapchat (though I might change my mind on that soon – I kind of feel way behind the times already)

My recommendation to organizations who are dipping their toe or – better yet – jumping into the digital storytelling waters: Try new networks quickly. See which ones are worth staying with and which ones were worth a try but that we can say goodbye to.


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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