Marketing Study Lab - Actionable Marketing Knowledge: Creating a Content Culture with Christoph Trappe the Owner of The Authentic Storytelling Project

Hello, I’m the Lego Master of Marketing!

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand at marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this.

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity to develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, not only carves out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This changes your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches'.

Happy Marketing
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

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Creating a Content Culture with Christoph Trappe the Owner of The Authentic Storytelling Project - Episode 128

Sep 8, 2020

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Guest and Episode Links
Christoph Trappe
https://authenticstorytelling.net/
https://twitter.com/CTrappe
https://www.linkedin.com/in/christophtrappe/
https://www.instagram.com/christophtrappe/
https://www.facebook.com/ctrappe

Business Storytelling Podcast: https://podcasts.apple.com/us/podcast/business-storytelling-podcast/

Content Performance Culture: https://amzn.to/31R18wZ

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81

Intro
We are all used to hearing this word ‘culture’. A good definition of it would be ‘ the ideas, customs, and social behaviour of a particular people or society.’ So in a working environment this means, in simple terms – what it’s like to work there.

From a consumers perspective, Seth Godin summaries it very nicely ‘people like us, do things like this’, which is more about finding where you fit in than generating a culture, but the same principals still apply.

But what if we want to build a culture that is focused on creating content. A culture that promotes storytelling and finding those stories that your audience really cares about?

Our guest today - Christoph Trappe, will help us uncover how to create such a culture. Christoph is, amongst other things, a podcaster (check out the Business Storytelling Podcast), author (check it out Content Performance Culture) and more importantly for us he is the Chief Content and Marketing Officer at The Authentic Storytelling Project. Perfectly positioned to help us understand both the strategic and the tactical elements of a content culture.

In this episode we cover;
- Creating a culture where content is king
- Being consistent
- How to become better at creating content
- The process for telling a good story

Watch the episode video:
https://youtu.be/Db5fxfV09CY

Takeaways
Top Tip
Create once, publish everywhere. I’m a huge fan of this repurposing tactic. It offers a whole bunch of benefits including; continuity, efficiency, awareness, quality control and of course, engagement.

Favourite Quote
‘I think everyone can create content to some extent. The biggest hurdle is – what’s your level of letting it go?’ Meaning its more about the content you produce and the value inside this than it is a clean, polished version of the truth. People want authenticity, so let’s give them it.

And Finally, the Most Important Takeaway from this Episode
Christoph got me thinking when he stated that you need to ‘find stories that your audience cares about.’ This doesn’t mean, dry, dull, obvious content. Try to expand on the topics and areas you specialise in and combine these with storytelling and engaging with your audience. Get creative and see where it takes you!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License