Tools to enhance marketing campaigns | Christoph Trappe | Engati CX

Content Marketing wizard, Christoph Trappe, joined us on Engati CX to talk about ways to enhance marketing campaigns and reel leads in.

Christoph is the Chief Content & Marketing Officer of The Authentic Storytelling Project. Christoph helps companies share their unique stories efficiently to reach prospects and retain existing customers. He’s a global top 14 content marketer and a top 100 digital marketer. His blog has been listed as a valuable resource in the marketing industry.

A three-time author, Christoph helps editorial and marketing teams evolve with a content-performance culture and the use of the Create Once, Publish Everywhere (COPE) model.

Tools to enhance marketing campaigns

This section will contain a summary of our interview with Christoph Trappe.

What are the various elements or basics that one has to keep in mind when creating a marketing plan?

Christoph said that you need to remember that it’s good to have a plan, but it comes down to implementation. And to implement it, you need to know whom you’re trying to reach.

If you don’t have personas, you won’t know whom to create content for.

You need to think about the different tasks. You need to have someone who owns the strategy. Then, you need the content creators . Now, someone needs to distribute it. And on the backend, you need to analyze it. Find out what pieces of content are driving the most results for you.

You can’t really plan for an entire year. Things are always changing. Plan for a few weeks and roll it out in a phased manner.

What goes into creating the pieces of content that drive the most results?

You need to pick the right words.

Irrespective of whether you’re making blogs, podcasts or videos- you need to pick the right words.

Figure out what terms people use when they talk about and search for the topic you’re creating content around.

Figure out the topics that you have something unique to say about.

And now, create as much content around it as possible. Use the Create Once, Publish Everywhere (COPE) principle.

As an example, this interview was published as a YouTube video, a podcast, a blog article and all of this will also be pushed on social media.

The video, podcast and blog will all be indexed on the internet. You need to repurpose and maximize the content you create.

What are the key elements of content that you advise companies to follow for an effective marketing campaign? How does it raise effectiveness?

Your content needs to solve a problem for your reader.

It can’t be all about you. It needs to address a problem that your readers are facing and then offer solutions. Offer your product as a solution and create effective CTAs.

Dramatize it a bit (not too much). Focus on the issue the reader is facing. If there’s no issue and no conflict, why would they even consume your content?

You can show them what steps they can take to solve their problems on their own (and show them how much effort that would take). Now, they might not feel like making that effort and just go ahead and hire you to solve their problem.

Or, they may try doing it and realize that it’s too hard a task. Now, when they consider getting someone to do it for them, you’re on the top of their mind. And they’ll trust you more, because you’ve shown them how to do that and effectively provided value to them.

You need to provide value, create trust and get your audience to regard you as an expert.

Just giving knowledge away doesn’t necessarily hurt sales. It just helps generate trust. It helps position you as an expert.

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