Creating a Content Performance Culture with Christoph Trappe
\u201cIn digital you can constantly keep going\u2014if you had a good play celebrate it and see how you can evolve it from there.\u201d In a career that started with athletics and continued to professional journalism to being a marketing thought leader and author, Christoph Trappe has executed several good plays. Because of this experience, he knows how to build a high-performance content marketing culture. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Christoph Trappe\nChristoph Trappe\xa0helps companies share their unique stories more efficiently to reach prospects and retain existing customers. He has run content marketing campaigns across many industries, including healthcare, SaaS, and publishing. In his career, he has led teams of journalists, content creators, strategists and designers to successfully drive results. Today, he\u2019s a global top 14 content marketer, top 40 B2B marketer, and top 100 digital marketer. His blog (www.authenticstorytelling.net) has been listed as a valuable resource in the marketing industry.\nA two-time author, Christoph helps companies evolve editorial and marketing teams into a content-performance culture and the use of the Create Once, Publish Everywhere (COPE) model. His third book on content performance cultures was released in February 2020.\nEpisode Highlights\nEven in the pandemic, you can re-allocate your time and refocus your content. Christoph shared several stories about how brands can be authentic and helpful in the face of COVID-19. \u201cGood content is helpful,\u201d he shared as he explained why his early content in the pandemic focused on relevant issues such as wifi performance and how to avoid handshakes.\nThe five pillars of a content performance culture.\xa0During this insight-packed interview, Christoph shared the five-pillar framework of his new book,\xa0Content Performance Culture:\n\nLeadership buy-in\n\nInnovation by all\n\nNext-play mentality\n\nThe right player in the right role\n\nOngoing evaluation\n\nChristoph explored each in detail during the show.\nWhat brand has made Christoph smile recently?\xa0A fan of the AdWeek Twitter account, Christoph had the opportunity to interview the person behind the tweets. He shared this story and why it\u2019s important to add some humor and levity to your brand voice on this week\u2019s show.\nTo learn more about Christoph,\xa0check out\xa0authenticstorytelling.net\xa0and\xa0follow Christoph on Twitter.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices