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Talking Content Marketing – With Christoph Trappe

christoph_trappTalking Content Marketing welcomes marketer and speaker, Christoph Trappe.

Christoph is a career storyteller who has worked as a journalist, a nonprofit executive, and a content marketing strategist and consultant. He is currently helping hospitals across the United States share their authentic stories.

The Content Marketing Institute acknowledged him as a 2014 Top 100 Most Influential Content Marketer. Among other awards, he was also named a most influential content marketer on Twitter by London-based Axonn Media.

Christoph stands for authentic storytelling throughout our communities – that includes large companies to individuals. When we are authentic and not just transactional, we build communities of value. Lets explore a bit more.

How can storytelling become a committed approach, not just a corporate buzzword?

It needs to be lived by anyone in an organization, leadership included. When everyone commits to the art of sharing our authentic stories it has a shot at happening. Authentic storytelling is first lived, then told. Messaging on the other hand, is made up in meeting rooms and we then hope it’s true.


Is it our role to become more compelling to our audiences and not just inform but entertain? 

Yes. We need to be concise and get to the point. Share the details that need to be shared and not one more.


If a company is looking to make the first steps to a story first mindset, what would you suggest are the key factors to consider?

Organizational mindsets, barriers and workflows. A lot of times it’s easier to bring in an outside adviser – like myself. And I don’t just say that because I currently do that kind of thing. I’ve done it inside organizations before and it’s a lot of harder that way. 


CC Chapman (in another Talking Content interview) stated that most businesses worry more about likes and shares and little time crafting a strategic story. How far do you agree with this sentiment?

I agree. Likes and shares are great indicator to see how we are doing. Great and relevant stories will be liked and shared. 


Can companies become the best answer on the web for their audience? 

Sure. As long as they come across as credible and actually knowing. 


How do you learn. What inspires you?

Twitter. LOL. Keep it short. 

I’m inspired by the possibility of authentic communities.  

 Thanks to Christoph for being part of the project. Why not find out more from the world of Christoph:

Authentic Storytelling: click here

Christoph on Twitter: click here

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