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Business Storytelling Podcast

Business Storytelling Podcast

By Christoph Trappe
Top 14 content marketer Christoph Trappe and his guests share tips on how to tell better stories to drive results. Named a top 5 storytelling podcast.

Over 104,000 downloads and counting. Listened to in 100-plus countries. Available on all major podcast channels.

Guests have included:
Joe Pulizzi
Michael Brenner
Kristina Podnar
Tamara Burkett
Andy Crestodina
Scott Brinker
Seth Godin
... and many more.

Need a new marketing or content leader? Christoph is available for project and full-time work. Email him at The podcast is produced by Trappe Digital LLC.
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Currently playing episode

223: How to overcome the Japanese Keyword Hack

Business Storytelling Podcast

223: How to overcome the Japanese Keyword Hack

Business Storytelling Podcast

263: Are you using timely and timeless content correctly? A chat with Scott Monty
Scott Monty joins Christoph Trappe on this episode of the Business Storytelling Podcast to discuss the topic. Find Scott's newsletter here: Check his website here: Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Grab Christoph’s discounted strategy and implementation package now:
December 5, 2020
262: How to integrate PPC into your strategy and how much that will cost you
Navah Hopkins, director of Paid Media at Hennessey Digital, joins Christoph Trappe on this episode of the Business Storytelling Podcast to discuss PPC strategies, including:  How to integrate PPC and content  How to collaborate across teams for better results. How much should you plan on spending  And much more....  Connect with Navah on LinkedIn:  On Twitter:  Hennessey Digital:   Find more podcast episodes:  Christoph's content performance book:  Need help with your marketing?  Grab Christoph’s discounted strategy and implementation package now:
December 4, 2020
261: How PR and social media complement each other
Deirdre Breakenridge,, joins Christoph Trappe on this live recording of the Business Storytelling Podcast to discuss how the two disciplines work together for maximum success.  Get her book "Answers for Modern Communicators:"  Follow Deirdre on Twitter:  Christoph's blog:  Christoph's content performance book:  Need help with your marketing? Contact Christoph now:  Subscribe to future podcast episodes:
December 3, 2020
260: Turning complexity and disruption into innovative futures - a chat with Leslie Wright
Leslie Wright, founder of, joins Christoph Trappe on this live recording of the Business Storytelling Podcast to discuss the topic.   Connect with her on LinkedIn here:  Find more podcast episodes:  Christoph's content performance book:  Need help with your marketing? Contact Christoph now: or
December 2, 2020
259: Content writing - why quality matters and what is quality content? feat. Shondell Varcianna
Shondell Varcianna, CEO and Founder of, joins Christoph Trappe to discuss the topic on this live recording of the Business Storytelling Podcast. Topics that we are planning on discussing: 1) What is quality content? 2) How do we create it? 3) Where's that line between analysis and creativity? Christoph's content performance book: Need help with your marketing? Contact Christoph now: or Subscribe to future podcast episodes:
December 1, 2020
258: How to use LinkedIn for personal branding the right way - with Wendy van Gilst
Wendy van Gilst, a Netherland-based podcaster and personal branding expert, joins Christoph Trappe on this live recording of the Business Storytelling Podcast to talk about building personal brands on LinkedIn. Connect with her on LinkedIn: On Twitter: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or Subscribe to future podcast episodes: Episode with Jo Miller on personal branding:
November 30, 2020
257: The surprising advantage of virtual conferences - unveiled
Michael Kolowich of, joins me to discuss how virtual conference attendees can get more out of sessions when conferences are virtual.  I spotted this new advantage during the 2020 Content Tech Summit which was using Michael’s platform. Take a listen to see if you love this advantage and feel free to leave a voice message with your thoughts for possible inclusion on a future episode. Christoph's content performance book: Need help with your marketing? Contact Christoph now: or Subscribe to future podcast episodes:
November 29, 2020
256: What's email deliverability and more email marketing chit-chat with Matthew Vernhout
Matthew Vernhout of and joins Christoph Trappe on this episode to discuss how we can make email marketing better for all involved. Other content mentioned on the show: Marketoonist cartoon on too many emails Do all marketing emails need to be designed? More: Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Grab Christoph’s discounted strategy and implementation package now:
November 28, 2020
255: Conversion-optimization strategies with Chris Dayley
Chris Dayley of joins Christoph Trappe on this episode to discuss how to go about A/B testing, how to drive conversions through better web experiences and more. Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Grab Christoph’s discounted strategy and implementation package now:
November 27, 2020
254: Social media comments that won't help you build YOUR brand - unveiled!
In this episode I discuss the importance of not responding to all these social media posts because you really are just helping that brand spread that message and that can impact your brand. From a marketer’s perspective finding content for people to debate can also help your brand reach more people. Christoph's content performance book: Need help with your marketing? Contact Christoph now: or Subscribe to future podcast episodes:
November 26, 2020
253: Legal issues to consider in podcasting - a chat with The Podcast Laywer
Gordon Firemark - The Podcast Lawyer  - joins Christoph Trappe on this episode to discuss the legal issues to consider, including: Releases Permissions Fair use And more Find Gordon's book on the topic here: Download Gordon's guest release form here: Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or
November 25, 2020
252: How to Make Your Stories Repeatable and Retweetable - a chat with Sam Horn
At the end of your business stories, can people repeat anything they heard - word for word? If not, you're out of sight, out of mind. We don't want to out-of-sight, out-of-mind, we want to stay top-of-mind.  Sam Horn shows you how to be meme-able so YOU'RE the one they remember, YOU'RE the one they want to work with.  Get Sam's books here: More podcast episodes:
November 24, 2020
251: The curse of knowledge and how to follow better internal communications tactics
Trent Anderson, of, shares tips on how companies can do better internal communication to keep employees updated and build better culture. Connect with Trent: Some of the content mentioned on the show: Why executives should consider private podcasting How Amazon calculates star ratings for different countries How to make your marketing better with this storytelling formula More links Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or More marketing tips:
November 23, 2020
250: How to use social media polls to nurture leads
Social media polls on Instagram and LinkedIn are another great way to connect with prospects and nurture leads. Let’s find out how to do that. A related article can be found here:
November 22, 2020
249: WMT Radio Replay: How to keep a balance in this digital world when we work at home
Christoph Trappe joined Doug Wagner on the WMT Radio Morning Show to discuss this topic. This is a replay of the live broadcast from earlier this week. In this crazy COVID year, please stay healthy, sane and balanced.
November 21, 2020
248: How giving can bring you business success
Bob Burg, author of “The Go-Giver”, joins Christoph Trappe on this episode of the podcast to talk about why giving can help you be more successful in business. It’s a concept that also applies to content marketers and their strategies.  Find Bob’s book here: Christoph's blog: Need help with your marketing or are you looking for your next CMO or CCO, reach out to Christoph today: or
November 20, 2020
247: Amazon star ratings: How Amazon calculates star ratings for different countries
Amazon star ratings matter. If we can say our book has 5 out of 5 stars that matters. Even 4.5 is probably okay. But people certainly look at Amazon star ratings to make decision on their purchases. Like with anything on Amazon, there's a method to how Amazon star ratings are calculated and displayed. Christoph Trappe explains on this episode how ratings are determined on a country-by-country basis. Read the related article here: Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or
November 19, 2020
246: The power of improv in business (with Kathy Klotz-Guest)
Kathy, of, joins Christoph Trappe on this episode to talk about the importance of improv and humor in your business storytelling.  Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or More marketing tips:
November 18, 2020
245: Digital marketing fundraising tips with Sarah Willey
Sarah Willey, a fundraising and marketing professional based in St. Louis, joins Christoph Trappe to discuss how fundraising can work in this increasingly digital world and how organizations can integration new and traditional strategies. Connect with Sarah: Christoph's blog: Other content referenced:  Print magazines as part of your campaign Direct mail is not dead Using cartoons in your marketing
November 17, 2020
244: Ranking in voice search (from Content Marketing World 2020)
This is audio from my talk at Content Marketing World in 2020 on the topic of ranking in voice search and what you need to consider when it comes to anything voice related.  Even more on voice SEO: The PowerPoint can be found here: Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or
November 16, 2020
243: The importance of creativity with Adam Morgan
Adam Morgan, a top creative and executive creative director at Adobe, joins Christoph Trappe to discuss the importance of creativity on this live recording of the Business Storytelling Podcast.  Connect with Adam: or or  Christoph's blog:  Christoph's content performance book:  Need help with your marketing? Contact Christoph now:  Subscribe to future podcast episodes:
November 15, 2020
242: The state of writing - a chat with Sarah Mitchell
Content expert Sarah Mitchell joins Christoph Trappe on this episode to discuss the state of writing around the globe. How effective is written content? Who focuses on SEO and who doesn't? Who has an editorial calendar And much more form the 2020 State of Writing report. Find the 2020 report here: To participate in the 2021 report go here: Connect with Sarah on LinkedIn: Christoph's marketing blog: How to use original in your marketing podcast episode can be found here: The 1-star 2020 review t-shirt: For even more on strategic writing, read this blog post:
November 14, 2020
241: What is data science and why should you care?
Data scientist Ted Lorenzen joins Christoph Trappe on this live recording of the Business Storytelling Podcast.   We cover among other things:   What's data science  How is it integrated into business and content strategy How did you get into data science  What business should use it   Connect with Ted here:   Find more podcast episodes:   Christoph's content performance book:
November 13, 2020
240: Do you really need a marketing plan? (feat. Jason Bradwell)
Jason Bradwell and Christoph Trappe discuss the topic of what kind of marketing plan you actually need - if any. The year 2020 certainly upended many plans so let's discuss how to learn from this.  Connect with Jason on Twitter: Buy a 2020 1-star review shirt here: More podcast episodes:
November 12, 2020
239: How to use the Amazon Live Streaming Platform
Amazon now allows you to go live and do your own infomercial. Christoph Trappe tried it and shares his experience in this episode.  A related article can be found here: Need help with your Amazon Live implementation? Contact Christoph now: or More marketing tips:
November 10, 2020
238: How executives should build a brand on social media
Chantelle Marcelle joins Christoph Trappe on this episode of the Business Storytelling Podcast.  Let’s find out how you can use social media to build your brand.  Connect with Chantelle Marcelle on Twitter:  Chantelle’s website: Christoph on Twitter:  More podcast episodes:  Need help with your marketing? Contact Christoph now: or
November 10, 2020
237: How to track podcast ads and CTAs with a pixel
Sean Creeley, of, joins me to discuss how to use technology to track podcast advertising conversions.  For an article on this podcast topics: Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or More marketing tips:
November 9, 2020
236: How to live tweet your presentation
Christoph Trappe shares how you can easily live tweet your presentation in this podcast episode. There are basically two ways: Schedule posts at the approximate time Have a team member live tweet while watching you Related article: Find more podcast episodes: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or More marketing tips:
November 8, 2020
235: Why content should be thought of as a product - a chat with Nick Goellner
Nick Goellner of joins Christoph Trappe on this livestream recording of the Business Storytelling Podcast to discuss the topic.  Connect with Nick on LinkedIn:  Christoph's Content Performance Culture Book:  Christoph's blog:  More podcast episodes:
November 7, 2020
234: Does your company really need swag? A chat with Katie Brunette
Katie Brunette of Lessonly joins Christoph Trappe on this Business Storytelling Podcast episode to discuss this topic.  For more episodes:  Katie on Linkedin:  Lessonly: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or More marketing tips:
November 6, 2020
233: Diversity in marketing (a chat with Michelle Ngome)
Michelle Ngome of the African-American Marketing Association joins Christoph Trappe on this livestream recording of the Business Storytelling Podcast to discuss the topic.  We discuss how to build diverse teams and how to be aware to diverse issues in your marketing. Connect with her on LinkedIn here:  Christoph’s blog:  More podcast episodes: Need help with your marketing? Contact Christoph now: or
November 5, 2020
232: Does your brand draw as much emotion from people as the U.S. election in 2020?
The election in the United States in 2020 certainly was emotional. Content nonstop on a gazillion channels fueled the fire. In this episode Christoph Trappe discusses what marketers can learn to entice more and better emotions in their next campaigns and projects. Christoph's content performance book: Need help with your marketing? Contact Christoph now: or Subscribe to future podcast episodes:
November 4, 2020
📚 231: Seth Godin’s new book: There’s no such thing as writer’s block
Author and thought leader Seth Godin joins Christoph Trappe to discuss his latest book - “The Practice: Ship Creative Work.” It’s a book about finding your voice, how perfectionism has nothing to do with being perfect, how to ship your work and more. Get his book here.
November 3, 2020
230: Can content intelligence take the chaos out of content creation? A chat with Cruce Saunders
Cruce Saunders, Principal and Founder of [A] –, joins Christoph Trappe on this episode of the Business Storytelling Podcast.  Join Cruce and other content leaders at [A] in the [A]cademy to learn more about content intelligence and content engineering:  More podcast episodes:
November 2, 2020
💰 229: How much should a lead cost?
Casey Stanton, of, joins me on this episode to discuss how companies should go about calculating cost of customer acquisition. For more podcast episodes: To connect with Host Christoph Trappe: What are your thoughts? Leave a voice message and I might include it on a future episode:
November 1, 2020
228: How to remove background from an image the easy way - in seconds has really helped me create more and more images. Even though I'm not a designer. I just learned how to easily remove background from images and wanted to share this with you.   For the video version with images: Christoph's content performance book:  Need help with your marketing? Contact Christoph now: or  Subscribe to future podcast episodes:
October 31, 2020
🎙227: Does my podcast need a website?
Brenden Mulligan of joins me to discuss the topic and also shares how you can easily use his product to automate your podcast website. This podcast can be found here: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or Subscribe to future podcast episodes:
October 30, 2020
226: Why you should care about proper content migration strategies
Tim Hanse, content expert based in the Netherlands, joined Christoph Trappe on this episode to talk about what content migration is, why you should practice good content migration and how it can help drive results.  Connect with Tim on LinkedIn: Christoph's blog: Christoph's content performance book: Need help with your marketing? Contact Christoph now: or Subscribe to future podcast episodes:
October 29, 2020
225: Why executives should consider private podcasting to communicate with employees
Todd Cochrane, of, joins Christoph Trappe on this episode to discuss how private podcasting works and why company leadership should consider creating private podcasts to reach employees. Christoph's blog: Need help with your marketing or are you looking for your next CMO or CCO, reach out to Christoph today: or
October 28, 2020
✍️ 224: How companies and freelancers can work as partners
Author Sarah Townsend joins Christoph Trappe on this episode to talk about better partnerships and related topics. Find her book here. Read Christoph’s blog here: Need help with marketing or are you looking for your next CMO or CCO? Contact Christoph here or send him an email at
October 27, 2020
223: How to overcome the Japanese Keyword Hack
My site was recently hacked and became a victim of the Japanese Keyword Hack. This episode discusses what happened, how to try to prevent it and how to move forward from an attack. A related article can be found here. Need help with your marketing or are you looking for your next CMO or CCO?  Contact Christoph now at Christoph is also available for project work. Check out Christoph's qualifications here.
October 26, 2020
222: How to produce live video easier - presented by Switcher Studio
Jeff Koslofsky and Marc Gawith join Christoph Trappe to discuss: Why live video matters How to produce it effectively Other tips to making on air easier How to repurpose it Sign up for Switcher Studio here: Use TRAPPE1 Connect with Jeff here: Connect with Marc here: Connect with Christoph here: More podcast episodes: #madewithswitcher #switchercreator #sponsored
October 25, 2020
221: Why is there a marketing rebellion? Mark Schaefer answers 👊
Mark Schaefer, author of “Marketing Rebellion,” joins Christoph Trappe on the show to share how marketing is changing and how companies need to think more about making a human impression than getting an advertising impression. His book can be found here. Mark’s blog:  More podcast episodes:  Christoph’s blog:
October 24, 2020
📜 220: Do marketers need college degrees? A chat with Azad Yakatally
We previously discussed marketing certificates here: On this episode, Azad joins me to discuss the importance of formal degrees. You can connect with him on Twitter here: What are your thoughts?
October 23, 2020
219: What’s your content and marketing backup plan if your website is down?
My website was hit by malware for the second time in two years and I wanted to share what my back up plan is to still reach out to prospects and audience members even with the website being down for a little while. If you need help with your marketing strategy and implementation, contact me now:
October 22, 2020
‼️ 218: How to get to the point ‼️
Author and communications executive Joel Schwartzberg joins Christoph Trappe on this episode to discuss what a point is, how to make one and how to get better at influencing action. Check out his book on the topic here:
October 21, 2020
😲😤 217: Examples of miscommunication and how to overcome them
Chief Culture Officer James Mayhew joins me to discuss common miscommunication issues that teams face and how to overcome them. Connect with him here: Christoph’s blog can be found here:
October 20, 2020
🎥 216: How to integrate video storytelling easily into your marketing!
On this live broadcast recording of the Business Storytelling Podcast (, I'm joined by Kyle Shannon, of, and Dean Barta, of We are discussing ways to use video storytelling in an easy way. You can also listen to Dean on the Tech Talk for Accountants Show podcast here:
October 19, 2020
215: Radio replay: Do this with your LinkedIn profile to find a job
WMT Host Doug Wagner interviews Christoph Trappe about LinkedIn tips and tricks to optimize for your next job search. Even more tips:
October 16, 2020
🎙214: Podcast SEO: How podcasts help you rank in search
Podcast SEO is a relatively new thing that content marketers have to think about. And it certainly adds to the list but podcast SEO is something that can help our brands rise to the top in search. Let’s dive in. Related article:
October 16, 2020
📧 213: Email marketing design: How designed or plain should my emails be?
Brandon Walton of joins me to discuss the advantages of sending emails that are not designed at all. We also discuss when you should definitely design emails before sending them.
October 15, 2020
📚 🤗 212: How can brands get irrational loyalty from customers (feat. Deb Gabor)
Deb is the author of "Irrational Loyalty," which you can order here: She joins me on this live recording of the Business Storytelling Podcast to discuss how you can build a brand in turbulent times, which 2020 certainly has been. More podcast episodes: 2020 1-star review shirt:
October 13, 2020
🍿👩‍💻 211: Why you should care about a good content experience to drive business results
Content experience expert Robert Weller ( joins me to define content experience, why to make it better and how to do that. For more episodes:
October 11, 2020
🌝 🛏 210: Why your marketing strategy won’t be an overnight success
In this episode I talk about some of the pieces good and successful marketing strategies have. Identifying those and implementing them takes time and that’s why success won’t happen overnight. Nonetheless, it’s worthwhile to push forward. Let’s dive into the topic. This show was live-streamed to several channels. To get future notifications follow me on or
October 10, 2020
👩‍💻 209: Facilitating virtual events (with Robin Farmanfarmaian)
We talked about whether or not virtual events are working before in this article and this episode of the Business Storytelling Podcast: On this episode, I'm joined by author Robin Farmanfarmaian, to discuss this topic even more. You can check her book here: Robin shared some great ideas around how Zoom fatigue does not apply and how to make the experience more interactive. We also dive into VR. Join me at the virtual Content Marketing World and save with my code -TRAPPE 100-
October 8, 2020
📷 208: Facebook rolls out Instagram scheduling from the Facebook Pages Manager
Christoph Trappe discusses how to set up this new feature and how to think about using it. More:
October 5, 2020
🙋 207: Should we be using emojis in marketing?
Emojis are certainly popular. So the question is should we use emojis in marketing? This article and podcast dives into the topic and includes expert opinions. More:
October 4, 2020
🎯 206: What about unmeasurable goals in marketing? Do they matter?
Marketing expert Marnie Gloor ( joins me on the show to discuss the importance of not forgetting about unmeasurable goals that matter nonetheless. More podcast episodes: What are your thoughts? Leave a voice message and I might include it on a future episode:
October 3, 2020
🤔 205: Why branding is important to drive leads (feat. Lori Cohen)
Marketing executive Lori Cohen, of, settles the debate around branding vs. lead gen and why we need to build brands to drive leads. For more episodes: What are your thoughts? Leave a voice message and I might include it on a future episode:
October 1, 2020
📈204: What B2B marketers need to know for 2021 (new CMI report)
Cathy McPhillips, of the Content Marketing Institute, joins me to discuss the latest research. We discuss the B2B marketing landscape, how COVID has impacted it, best content types and more. You can find the full research here:
September 30, 2020
🗣 203: How do we find brand stories worth sharing anyway? (Tips from Park Howell)
Author and story expert Park Howell joins me to share a framework you can use to tell better brand stories that drive results. We discuss how to find stories and how to collaborate better with sales and customer success. Find Park’s latest book here: More podcast episodes:
September 27, 2020
💰🧑‍💼202: LinkedIn Profile Tips: How To Use LinkedIn In Your Job Search
LinkedIn is great social media network to connect with professional acquaintances, be found by recruiters and find your next job. This audio from a video broadcast explains how you can maximize your brand on LinkedIn to help in your job search. Sales people can also use many of these tips to be found by leads. A video version of this can be found here:
September 26, 2020
📊 201: Why you should be using a live dashboard in your marketing strategy
Live dashboards can help us make decisions in the moment. They also make it easier for us to see what’s working quickly. There’s no reason we should be waiting for weekly reports or monthly PDFs. This episode discusses how to use live dashboards including Google realtime and Chartbeat.
September 24, 2020
😷😡 200: What has the crazy 2020 taught us?
Back on the show in honor of making it to 200 episodes are previous guests that share what we have learned in this crazy year and how we can move forward into 2021. Today we hear from: Kate Bradly Chernis, Kristina Podnar, Neal Schaffer, Michael Brenner, Max Branstetter, Tyler Benedict, Kennedy of the Email Marketing Show, Liron Segev and Amanda Milligan. For more podcast episodes: To buy my 1-star review shirt of 2020:
September 22, 2020
📖 199: Should I publish my content on Medium?
Nicole Akers is the author of “Making Money with Medium” which you can order here: She shares how to integrate Medium into your content strategy, easily publish content there and how to even make money on the platform.
September 20, 2020
👥 198: How leaders can help teams collaborate better (with Patti Seda)
We’ve all been in meetings where leaders say they want the teams to collaborate - but not really. They just want them to come to the same conclusion that the leader has already made a decision on. That can really hurt trust. Human resource expert Patti Seda is joining me on this episode to talk about how leaders can empower teams differently to collaborate better when it matters. Check out her book here: For my book on how to create a Content Performance Culture visit
September 19, 2020
🍿 197: Is your brand and its content binge worthy? A chat with Sterling McKinley
Sterling wrote “Binge Worthy Branding” ( and he’s joining me on this episode to discuss how brands can create an experience that’s actually binge worthy for consumers. To contact me for marketing help:
September 17, 2020
🏫 196: How to unlearn old tactics to do better marketing tomorrow
Marketer Daniel Murray ( and I discuss the importance of unlearning outdated strategies and tactics, how to do that and how to learn new things at the right time.
September 15, 2020
🎥 195: How to integrate personalized video messages into your outreach strategy
Matt Barnett, of, joins me on this episode to discuss how teams can use personalized video messages to build relationships and move people through the funnel. Related article:
September 13, 2020
⭐️ ⭐️ ⭐️⭐️⭐️194: Why a perfect 5-star rating on Google might not be perfect for your business
Local SEO expert Gregg Gifford discusses with me why a perfect rating in customer reviews can make businesses look less than desirable. This is Gregg’s second chat with me on the show. Last time, we talked about local SEO and you can listen to that show here:
September 12, 2020
💡193: What keywords should we try to rank for and how soon will that happen?
SEO content expert Jessica Foster, of, shares tips on how to do better keyword research, how to know your audience better and how do you create content that has a better chance to rank. More podcast episodes:
September 10, 2020
192: Are Facebook groups worth it? 🤷🏼
Eddie Garrison joins me on the Business Storytelling Podcast to talk about how to run a Facebook Group to build community and integrate it into your content strategy. For his group: More podcast episodes:
September 8, 2020
191: Are marketing certificates overrated?
Storytelling expert Omneya Nabil dives into this topic with me on this episode. More on the topic: Connect with Omneya:
September 6, 2020
190: How to build instant credibility online
Author John Weiler joins me to share some of his 25 tips to start building credibility online in six months. Check out his book here:
September 5, 2020
189: Marketing requests: How to collaborate and communicate better with the marketing team
Today’s episode talks about how to submit better marketing requests by being more strategic and considering even using a marketing request form. At the end of the day, marketing needs to drive results and that means we need to be strategic. This episode aims at helping sales, customer success and marketing work together better and more collaboratively. Prior episodes:
September 3, 2020
188: How to livestream your podcast recording to multiple networks (using Restream and Switcher)
In this episode I share my live experiment of live-streaming my podcast recording to Twitter, YouTube and LinkedIn via Restream and Switcher. There are advantages of doing this as part of your integrated Create Once, Publish Everywhere strategy. Then of course, I’ve extracted the audio and published that version here. 
August 31, 2020
187: How to create more emotional B2B marketing (feat. Ashley Poynter)
Ashley Poynter, of, joined me on this episode to talk about how we can create marketing that tells stories with more emotion. Emotion can help us advance in the B2B buying cycle because our brand can stand out with the buying committee. Enjoy the episodes and for other previous episodes please go here:
August 29, 2020
186: WMT Radio interview replay: Company communications during a natural disaster
WMT Morning Host Doug Wagner interviewed me to discuss how companies can keep business and marketing operations going when a natural disaster - like the Iowa Derecho - hits. Additional tips: Prior episode on the topic:
August 27, 2020
185: Does Google even use your handcrafted meta descriptions? Feat.: Michal Pecanek of ahrefs
Content marketer Michal Pecanek of investigated and his study found the answer. He shares the results with me on this episode and we answer the question “should you even write a meta description?” For more on the topic - including links to the study and more visit
August 26, 2020
184: Don’t waste your time on useless web design elements (tips with Ethan Anderson)
Some website design elements are just a waste of time. Web design expert Ethan Anderson and I discuss the topic and hope to make your next website redesign project easier. More tips at
August 25, 2020
183: Disaster communications for marketers (lessons from Iowa derecho)
How to run marketing and content programs when natural disasters shut down your company operations. Reflecting on the impact of the Iowa Derecho 2020 and being without power and internet and what marketing teams can learn from it for business continuity. The written version of this can be found here:
August 23, 2020
182: Reviewing the new Canva content calendar and scheduling tool, which I use for my design needs, rolled out a new content calendar and scheduling tool. I tested it and give you my ideas on how you can integrate it into your content strategy. I also discuss overall social media organic scheduling strategy,, websites as the centerpiece and more.
August 19, 2020
181: How to practice good Zoom etiquette and have better and more collaborative remote meetings
With so many Zoom meetings happening nowadays I thought it would be helpful to share some of my Zoom etiquette tips worth considering. In Episode 181 of of the Business Storytelling Podcast, which was also live-streamed to my LinkedIn and Twitter/Periscope I share my tips. I discuss how to behave when joining, discussions, agenda and how to avoid tech issues. The written article can be found here:
August 15, 2020
180: Pragmatic Talk Podcast - Creating content that performs
I joined a livestream with Scot and Susan Westwater for their podcast to discuss the Content Performance Culture model and how it relates to Voice Strategy. Check out more of their episodes: More on the performance model:
August 12, 2020
179: First reactions to the new Instagram Reels
Reels, basically TikTok in the Instagram app, rolled out in August 2020. I tried it for a few days. Here are my thoughts and how brands can use Reels. More Instagram stories: What are your thoughts? Leave a voice message and I might include it on a future episode:
August 9, 2020
178: What is affiliate marketing? Should I do affiliate marketing? (w/ Ryan Doser and Codrut Turcano)
We are discussing what affiliate marketing is, how companies can make use of it and how brands can become affiliate marketers. For even more thoughts on affiliate marketing:  Previous episodes can be found here: Connect with Ryan: Connect with Codrut:
August 9, 2020
177: What’s with all the friction? A chat with Roger Dooley
Roger wrote “Friction” ( and talked to me about why friction needs to disappear in customer experience and also internally on processes and workflows. Friction is costing us revenue even. To contact me for marketing help for your business or to suggest guests:
August 6, 2020
176: Radio interview replay - Are we just burned out with all these Zoom video meetings?
WMT’s Doug Wagner and Christoph Trappe talk about whether or not the Iowa Hawkeyes can be the basketball national champion with Luka Garza returning. After that we jump into what is happening with online meetings and when to use Zoom backgrounds. More on backgrounds:
August 4, 2020
E175: Fear-based cultures can hurt creativity | How to stop the fear in corporate America
Darrin Murriner, author of Corporate Bravery (, talks about the phenomenon of the culture of fear and how we can overcome it to build better and higher performing teams. To create a Content Performance Culture, also check out this book: Find the software company Darrin runs here:
August 2, 2020
174: Should your brand create branded face masks?
Marketing executive Jeanniey Walden and podcast host Christoph Trappe discuss the topic on this episode of the Business Storytelling Podcast. Jeanniey shares how she predicts that face masks will be with us for 6-12 months and that brands should think about creating branded ones for their target audiences. Children going back to school will likely ask their parents for specific ones and professionals will match the day’s face mask to their outfit. This and way more in our conversation in this video, which was originally live-streamed on LinkedIn. We live streamed on: (sign up for future streams!) More episodes can be found here: Connect with Jeanniey here:
July 29, 2020
E173: Are virtual conferences really working? And how about the networking?
RP Singh ( of the Asia Content Network joins me on this episode to discuss what’s been working and what’s not working when conferences moved online in 2020 during the coronavirus pandemic. Can you really network in a Zoom meeting? We are diving into those and related topics. Tips on holding a virtual conference:
July 26, 2020
E172: Live chat replay with Marco Novo about content performance cultures
Marco interviewed me on his live LinkedIn feed for his marketing show. This is a replay of our discussion on how to move your content from happening to performing. For more on content performance cultures go here: Connect with Marco here:
July 22, 2020
171: How long does it take to rebrand a company?
Branding strategists Nick Westergaard and LeeAnn Eddins join me to dive into the topic of rebranding. They offer tips on how you can rebrand or refresh and how long that might take.
July 20, 2020
170: How to master agile marketing with Andrea Fryrear
Marketing workflow can help us make or break our marketing strategy and implementation. On this episode of the Business Storytelling Podcast agile marketing expert Andrea Fryrear talks about strategies for marketing teams to be more successful while using an agile marketing framework. We discussed how to be more strategic, how to prioritize and how to structure your workdays to be more agile while driving results. And much more... Check out her book here:
July 18, 2020
169: New report: How much will a freelance writer cost to hire?
Ashley Cummings commissioned a study that answers that question in-depth. She joined me on this episode to share the details. Get the report here: Previous episodes: What are your thoughts? Leave a voice message and I might include it on a future episode:
July 15, 2020
E168: How to lead score and lead grade marketing leads (with Casey Cheshire)
Author and lead generation expert Casey Cheshire joined me on this episode and shared how you can correctly score and grade leads that come through your system. First of all you need to look at whether the lead is interested in you and then you need to look at whether or not you even want them as a customer. Very interesting topic. I hope you enjoy the show. You can also check out Casey’s book here:
July 12, 2020
E167: Why marketing certificates are worth getting (feat. Hansen Hunt and Justin Champion)
Hansen Hunt, of, and Justin Champion, of, share what you should consider as you’re looking into marketing certifications and how to learn while also getting badges for your accomplishments.
July 6, 2020
E166: How to overcome objections in email marketing (with Rob and Kennedy)
Rob and Kennedy, hosts of The Email Marketing Show Podcast, share how to make your email marketing cadences more relevant to your audience. We are discussing how to send better messages, when to send them and more. You can check out their podcast here as well:
July 5, 2020
E165: How to make the most out of Twitter topics
In this episode I share how you can follow topics of interest via Twitter topics. For a visual guide check out this blog post:
June 30, 2020
How to navigate the ever expanding marketing technology landscape (with Scott Brinker)
Almost 10 years ago Scott started mapping marketing technology companies and there were 150. Now there’s about 8,000. We need technology to optimize our workflows and Scott gives us insights on how marketers can navigate this area of their job. You can see his research here as well: More technology stories from me:
June 28, 2020
Things that drive performance but didn’t require content creation
A look at some of the things we should be doing to drive additional performance-including best practices on the website, good email marketing personalization and other placement on websites. For more on content performance:
June 24, 2020
Should brands run paid campaigns with publishers? (Feat. Tyler Benedict)
Tyler Benedict has run since 2008 and shares how brands can run better paid content marketing campaigns with niche publishers. Don’t just run crappy sponsored content but be more relevant. When everyone wins - audience, brand and publisher - that’s the model to go after.
June 21, 2020
How to handle corrections to web content
Nobody wants mistakes to happen but they do. This episode - also a chapter in the Content Performance Culture book - discusses best practices and how to go about fixing problems that were published. What are your thoughts? Leave a voice message and I might include it on a future episode:
June 15, 2020
Snapchat Marketing: How to use Snapchat Ads to reach your target audience
Amine Bentahar shares tips how brands can use Snapchat Ads to meet business goals. This was a livestream of the Business Storytelling Podcast on
June 12, 2020
Things to know about recognition technology when engaging with customers (feat. Paul Barba)
Paul Barba, Chief Scientist at Lexalytics, shares how companies can use recognition technology (aka emotion detection) while communicating with customers. It’s an interesting field that can help us personalize our message to customers based on their current emotional state but there are also limitations. Paul and I discuss that topic in this episode. For more on his company:
June 9, 2020
How to decide when to delete old content
In this episode which was also live-streamed on LinkedIn I talk about how I decide when to delete old content or when to update it. The video version can be found here:
June 7, 2020
The importance of a “pause queue” social media button and other crisis tips - with Jennifer Radke
Jennifer Radke, of the National Institute for Social Media, and I discuss social media tips for brands for when emergency events like the coronavirus and protests are happening. You can also listen to our previous episode together here:
June 4, 2020
How to communicate with internal teams and clients in text-based conversations (feat. Chris Craft)
Communication can be tricky. People may not be reading something correctly, then they respond with something unclearly written and the next person responds to that. It can be a communication wheel from hell. Marketing Agency CEO Chris Craft joins Christoph Trappe on this episode of the Business Storytelling Podcast to discuss how to communicate better. Connect with him here: Check out Christoph’s latest book here:
June 3, 2020
Are you making online reviews work for your business?
A look at how to make online reviews drive results and give you insights into what customers are saying about you – positive or negative – and learn from that. The article version of this podcast can be found at:
May 31, 2020
Why is some content so shallow and how to get companies to go deeper (feat. Mael Roth)
There’s a practice out there where some companies don’t go very deep with their content. “We don’t want to give our knowledge away” is the reasoning we hear often. In this episode, Germany-based content expert Mael Roth joins Christoph Trappe to discuss why that’s not a good idea. Content should go deep to draw the right attention, be relevant and useful. You can connect with Mael here:
May 27, 2020
How small business can do better marketing (with Corrie Logiudice)
Small businesses face different barriers to rock their marketing. But no worries there are ways to overcome them and raise your business’ brand. Corrie Logiudice shares tips and tricks with us in this show. You can also connect with her here:
May 25, 2020
New on Twitter: Twitter now allows user to turn replies off
A look at this new feature that has been spotted in the wild in late May. Should you turn replies off or leave them on? To read about this topic visit
May 21, 2020
Should public meetings be live streamed going forward after the coronavirus pandemic?
One trend that I found very beneficial to the public has been the live streaming of most public meetings during the coronavirus lockdown. It has made access easier and at least for the meetings I have attended there seem to be more people in attendance than in a physical meeting. I think this is a trend that should continue even after the lockdown. This article also offer some tips on how to livestream events:
May 19, 2020
How to make sure customers know your business is open (Small business marketing strategies)
After many businesses were closed for weeks at a time due to the coronavirus pandemic of 2020 here’s a good reminder on how to make sure your customers know that you’re back open. Many of these tips can also be used in times when a new business is starting up. The related article can be found here:
May 16, 2020
Why you need a content team and how to build one (with Rachel McConnell)
Author Rachel McConnell breaks down why companies need content teams and how to implement the creation of the teams flawlessly. You can check out her book here:
May 15, 2020
How to use original research in your marketing strategy (with Michele Linn)
Using original research can help you learn more about your industry and also can help you create content that is relevant to your audience. Michele Linn off Mantis Research gives us the scoop on how you can integrate research into your strategy. For more check out her website here:
May 12, 2020
Conference replay: How to create a content performance culture
This episode is the audio version of a popular conference talk I have been giving in 2020 after the release of my third book. You can also see a video version and more about content performance cultures at this link:
May 10, 2020
Why your company needs a voice strategy (with the Westwaters)
Scot and Susan Westwater wrote a book on voice strategy and are enlightening us on why companies need a strategy around voice search and related areas. You can also check out their book here: What are your thoughts? Leave a voice message and I might include it on a future episode:
May 7, 2020
How to use cartoons in your content marketing
Cartoonist Dave MacDonald joins me in this episode to talk about how you can use cartoons that are unique to your brand to help your story stand out.
May 5, 2020
Local SEO: How to get local links that matter for your business
Local SEO Expert Greg Gifford shares how local businesses can rank higher when potential customers search for their services. Enjoy the episode and you can connect with Greg here:
April 30, 2020
When and how to use a Slack channel to communicate with people
A discussion of when text-based live communication via Slack can beat the video call or phone call.
April 28, 2020
How the parody Adweak Twitter account grew to 75,000 followers through funny writing
Adweak - - uses an Onion-type style of writing and pokes fun at agency and marketing life. Founder and copywriter Mickey “Paul” Taylor joins me on this episode and shares why he started the account and how it creates writing projects for him.
April 25, 2020
Tagging on social media - when it’s a good practice and when it’s just spammy
In this episode I am diving into the topic of tagging on social media. LinkedIn is now encouraging people to tag connections in comments on your own post. But there are things to consider before you tag anybody on any network. Let’s dive in.
April 24, 2020
How to promote your research to wider audiences and through different content assets
Author Jon Schwabish shares tips on how researchers must think about promoting their work today in an omni-channel environment. We dive in and share best practices and ideas on how researchers and business storytellers can think about maximizing their work. You can find the book here:
April 22, 2020
Why small businesses need a website - a discussion with Jason Laz
In general, most businesses need a website. Certainly, business might be going well without it, but if there’s no digital footprint you are likely losing customers. Let’s dive into how to create small business websites that rock.
April 18, 2020
How businesses can maximize direct mail now as the U.S. Postal Services is seeing a decline
Eric Van Kerckhove, owner of, is sharing how restaurants and other B2C businesses can use direct mail now to reach customers. B2B businesses might consider waiting until offices reopen but he shares strategies here as well. Sending direct mail campaigns can be a differentiator during the coronavirus pandemic of 2020.
April 16, 2020
How to write copy that brags less and works better (with Rachel Allen)
Rachel runs Bolt from the Blue Copywriting and shares writing tips with us today to keep in mind to make our copy better and less bragging about us.
April 13, 2020
How to easily voice dictate your content [Content workflow hack]
A look at my tips and tricks on how to easily voice dictate your articles and blog posts to establish yourself and your brand as a thought leader.
April 10, 2020
Please stop being so boring with your content (with Kate Bradley Chernis)
Kate is the CEO at Lately and she shares her tips on how you can make your content riveting and stop being boring.
April 10, 2020
Why companies should focus on employee advocacy to build their brand story
Tim Williams, CEO of Onalytica, joins me on this episode to share his tips on how companies can build authentic employee advocacy programs that help them and their employees. We recorded this in the midst of the coronavirus pandemic of 2020 and these tips can help now.
April 9, 2020
How to avoid duplicate content issues while still maximizing your content
In this episode I talk about how you can avoid duplicate content issues while still maximizing your content everywhere. For more on content performance culture:
April 7, 2020
How artificial intelligence can improve your email marketing - with Amith Nagarajan
Amith Nagarajan, chairman of, shares with us how AI can make the production of email marketing and newsletters easier for content teams but on the same side makes it more personalized for the end-user.
April 6, 2020
How and why to set up a media and awards page on your website
Listing positive media mentions of our brand on our website can really help us keep track of what’s being said about us and also help with our marketing. The same is true for awards pages. I discuss the topic on this episode and also talk about how to set those pages up.
April 4, 2020
How to decide whether or not your company should run a webinar with a coronavirus topic
Lots of companies were writing content about the coronavirus and how it relates to their industry. The current marketing phase has now shifted to starting webinars with topics around the pandemic. In this episode I discuss the things you should consider before starting the webinar that covers anything related to the coronavirus
April 3, 2020
The 3 types of content assets you should add to your content strategy (with Amanda Milligan)
Marketing Director and Podcast Host Amanda Milligan shares with us what content assets publishers want you to produce and how you can use that knowledge to stand out with your content. Check out Amanda’s podcast - Cashing in on Content Marketing - here:
April 2, 2020
Should brands produce print magazines in their content strategy?
Joe Pulizzi joins me to talk about his prediction that print will become more important in content marketing. We discuss how and why brands may start printing more publications.
April 1, 2020
Should I rebrand my webinars as a Zoom Meeting since everyone now seems to love Zoom?
Zoom has really taken off and is dominating social media discussions with the current coronavirus pandemic and people working remote. In this episode I discuss whether you should call your webinars Zoom Meetings to ride that awareness of the brand.
March 31, 2020
How to navigate the Age of Influence (with Neal Schaffer)
Author Neal Schaffer’s new book - “Age of Influence” - covers how brands can partner with influencers, how to choose partnerships and accelerate their brand campaigns. You can also check out his book here:
March 29, 2020
Will this virtual background work for my Zoom meeting?
Virtual backgrounds on Zoom video meetings are the latest thing as people are working remote during the coronavirus pandemic. Let’s talk about tips and tricks on how to make that work for you and how brands and companies can also get involved to make the experience even better.
March 28, 2020
Tips for freelancers during the coronavirus
Host of #Freelancechat Michelle Garrett and I discuss strategies for freelancers during the coronavirus pandemic in 2020. We are discussing pricing, marketing, workflow and more. Enjoy the show and please be healthy. You can connect with Michelle here:
March 26, 2020
What is conversational marketing? An overview with Drift’s VP Mark Kilens
Mark discusses with me the necessary rise of conversational marketing. Basically it means companies build relationships in a conversational way when consumers actually want to talk to companies in their buying process. Let’s dive into way more in this episode.
March 25, 2020
Marketing Made Simple with J.J. Peterson
To engage your customers better, your stories should follow a specific formula of storytelling, says Author Dr. J..J. Peterson. He walks us through the formula and how that will help you make your marketing be easier. His book can be found here:
March 25, 2020
How companies can share stories that uplift our spirits during the coronavirus epidemic
A look at how we can recognize teammates to make the current situation a bit more positive. Full article at
March 23, 2020
How to use Instagram in your storytelling (with Corey Walker)
Corey Walker, author of “Instagram for Business for Dummies” gives us the scoop on how you can maximize Instagram in your corporate storytelling. You can find her book here:
March 23, 2020
Remote work: How to maximize your home WiFi
With many families at home due to the coronavirus, home WiFi is stretched to a max. Here are some tips on how to maximize WiFi to allow you to get work done. Liron Sergev - The Techie Guy - and Fred Faulkner - Host of According to Fred - share tips with us on how you can get faster WiFi to actually get work done.
March 20, 2020
Google has blocked thousands of coronavirus-related ads and that’s a challenge to healthcare
In this episode of the Business Storytelling Podcast, Chris explains his reasoning why he thinks ads should be allowed for verified healthcare organizations. He also shares how boosted posts still work on Facebook and what other strategies his system is currently using to get the news out.
March 18, 2020
Immersive video is so cool and other video storytelling tips
Video can be shot from our phones, including VR. A look at how you can easily make immersive video part of your content performance mix. I also discuss live video.
March 18, 2020
How I used my blog posts as a basis for my book chapters
I have now written three books with the blog-to-book strategy. In this podcast I share how you can easily turn your blog posts into a book to maximize your content performance even more.
March 17, 2020
How marketers can use behavioral science to drive results with Nancy Harhut
Nancy shares what behavioral science is and how it applies to marketers and marketing strategy that works. You can connect with her here:
March 16, 2020
Coronavirus: How to not let news coverage drive you crazy and keep you from getting work done
I chatted with Jaci Clement, CEO of the Fair Media Council on the Business Storytelling Podcast, in light of the current challenges to get tips and ideas on how people - including content creators and marketers - can manage the onslaught of news coverage in their daily lives.
March 13, 2020
Should my brand create coronavirus-related content during the epidemic?
A look at best practices of what brands should consider sharing and what to avoid. You can also find the related blog post at this link:
March 12, 2020
How much advertising should you actually do (with Jared Johnson)
Marketing expert Jared Johnson shares ideas on how to be more strategic and how to re-align advertising spend with today’s market demands. You can connect with Jared here:
March 12, 2020
Influencer marketing basics: How to work with influencers (with Rachel Miller)
SAP’s Rachel Miller finds, evaluates and works with influencers to drive SAP business goals. She shares with us her process to make sure these are mutually beneficial projects.
March 11, 2020
How remote teams can work for companies
Millions of people work remote in the United States. Matt Barnett of Bonjoro discusses with me what it takes to run a company with many remote workers. He’s based in Australia and has employees around the globe.
March 10, 2020
Coronavirus cancelled conference: How to move it online quickly
Tons of conferences around the globe are being canceled because of the coronavirus outbreak. This episode discusses options on how to move your event online quickly. More:
March 7, 2020
How to scale personalization (with Noz Urbina)
“Personalization is relevance under a different name,” Omnichannel Content Strategist Noz Urbina said on the show. He shares how content strategists should think of content differently: “Create like legos. Not like clay.” He will also give a workshop in San Diego at the Content Tech Summit. To register and get a $100 off use TRAPPE100 and register here:
March 5, 2020
How to hire writers and pay them for production and performance
Some companies now want to hire writers and only pay them on performance. Of course that’s not a fair model and we need to keep in mind their time and expertise to write the content. This episode dives into how to mend the different opinions and work together.
March 4, 2020
How to use your intuition to drive more results (with Sunil Godse)
Sunil is the president of Canada-based Intuitionology and shares with us how intuition is more than a gut feeling and how you can use your intuition to be more successful. Connect with him on LinkedIn here:
March 2, 2020
How to discover job joy to drive performance (with Patti Seda)
Patti wrote the bestseller on how to be better at your job while finding joy. Enjoying our job can also help us be more productive and effective. Enjoy the show to find your job joy.
March 2, 2020
When should you consider running ads on your podcast?
Podcast Advertising Expert Heather Osgood walks us through many burning questions related to podcast advertising: When should you run ads, how should they be read, how long, etc. etc.
February 28, 2020
How marketers can interview their founders, experts and product teams more effectively
In this episode I talk about my top tips on how to get better stories out of the people you interview at your company.
February 26, 2020
How to price your products and services better (with Mark Stiving)
Mark Stiving of Impact Pricing shares with us how we can price our offerings better. In this episode we discuss value-based pricing and why there is an advantage to list three offerings or three pitches at a time.
February 22, 2020
How to tell better brand stories with the right talent (with Cory Bergeron)
Pitch Media CEO Cory Bergeron joins me for this episode to discuss how the right talent and communications with executives plays into telling better brand stories and to drive results.
February 16, 2020
Website ad strategy: How I removed ads from most of my webpages without losing revenue
In this episode I discuss how I used a WordPress plug-in to only target my ads - Google auto ads – to only the highest performing articles. This is helping with user experience across the board.
February 15, 2020
How to get the messaging for your product right - with Zach Messler
Messaging expert Zach Messler and I talk about the Importance of positioning your product correctly. We discuss common barriers and how to overcome them. Check out his article on how to explain anything here: How to Explain Anything:
February 14, 2020
Why you should publish your own content and more steps to take (with Eric Fischgrund)
FischTank Marketing and PR CEO Eric Fischgrund shares four things communicators need to do in 2020. You can also read about this here:
February 13, 2020
How to maximize organic social media in 2020
Organic social media performance certainly is getting harder and harder and it’s very different from 10 years ago. Let’s dive into my framework on how to still drive results with organic social media in this episode.
February 10, 2020
Should we edit our content on paper? My love and hate relationship with this practice
Digital-only seems to be a common strategy in 2020 but I edited my third book on paper and enjoyed the experience very much. Let’s talk about the advantages and downfalls of doing that.
February 6, 2020
Why there are so many No. 1 and bestselling authors now
My new content book also was listed as No. 1 on the news release list. You probably have seen that more and more authors are listing themselves as best selling authors. Here I am exploring how that happens and what that usually means.
February 4, 2020
Mean People Suck and how mean people can impact content performance cultures
Author Michael Brenner talks about toxic work environments and bad bosses in this episode. The more time teams spend on meanness the less they spend on getting their content to perform. Enjoy the show. His book can be found here:
February 4, 2020
Just 3 percent of your audience is typically ready to buy. Follow-up matters.
Customer Loyalty Architect Tamara Burkett gives us the scoop on how to correctly follow up with leads. Good content can help. Connect with her here:
February 2, 2020
The importance of quality news and the educated content consumer (with Jaci Clement)
Fair Media Council CEO Jaci Clement discusses the current media landscape with me. We talk about how journalism skills need to evolve and have evolved, talk about how consumers should weigh content and more. Enjoy the show. Connect with Jaci here:
January 30, 2020
Should we try Twitter Promote Mode for $99 a month?
I was invited to this new Twitter automated advertising offering and decided to not take part in it for a number reasons that I explain in this podcast.
January 29, 2020
How content creators can use machine learning to make content creation more effective
Jake Goldman of 10up shares how machine learning - especially on WordPress sites - is helping marketers drive more results with their content. Connect with him here:
January 28, 2020
How to use TikTok in your digital marketing and the state of digital in India
Bhautik Sheth, a digital marketing expert based in India, gives an update on digital marketing in the country, including what he has seen works on TikTok.
January 26, 2020
The 5 Es of Social Business with Jon Ferrara
Nimble CEO Jon Ferrara discusses the steps of building relationships: Educate, Engage, Enchant, Embrace, Empower. Enjoy the show and build great relationships.
January 24, 2020
How to send better texts as part of your marketing strategy
James Pelton, CEO of Mobile Text Alerts, why texts are so effective and how you can use them. Enjoy the episode.
January 22, 2020
Marketing strategy for startups
Author Paul Onu discusses how startups can be successful at marketing themselves. You can also find his book here:
January 22, 2020
How to be comfortable when creating content (with Ashley Ashbee)
Being comfortable is important and a very personalized decision. For example, I love standing while creating content and sometimes when I don’t use my standup desk I prefer to sit in a lounge chair. This episode discusses how to be more comfortable. Special guest: Ashley Ashbee .
January 21, 2020
Why I can’t audit your website without talking to you
You probably get those emails that somebody has audited your website. Some of the things they find certainly can be fixed but to do a true website audit I need to talk to you to find out your goals and why something was created. Let’s dive into the topic and see how you can do an audit that actually has value.
January 20, 2020
Everyone will love this episode: The case for cutting absolutes from your writing
Using absolute terms in your headlines is hardly ever good writing. Maybe never. LOL. For example: “Everyone is listening to audiobooks.” While we may have seen an increase in listens it certainly can’t be every single person. Let’s discuss.
January 17, 2020
Your accidental SEO strategy worked and now how to maximize it
Sometimes we find SEO success by mistake. This episode discusses that phenomenon and what to do with it. I’m also discussing how free samples of books on Amazon impact authors. Related posts: SEO Amazon:
January 17, 2020
How to be deliberate with why you do anything (with Christa Nelson)
Epiphany’s Christa Nelson shares how companies can determine WHY they’re in business and how they can use that as a competitive advantage. When it’s authentic.
January 16, 2020
How to cover your event participation to drive more buzz for your company (with May King Tsang)
In this episode we’re discussing how to cover your event participation as an attending company or a sponsor and how to drive even more results beyond the event only.
January 15, 2020
Content Performance Culture Book: Why ongoing evaluation is so important
A look at how to continuously evaluate your strategy, content and performance and move forward more collaboratively as a team.
January 14, 2020
One way to create content quicker: Work directly in the content management system
This podcast discusses how that can work for your teams to create a Content Performance Culture, which is also covered in my third content book:
January 13, 2020
Why you need to think about digital policies (with Kristina Podnar)
Digital policies - think of them as boundaries - can help companies and their employees innovate in a defined playing field. Enjoy the show and feel free to check out Kristina’s book here:
January 10, 2020
Crisis communications in an omni-channel environment
Amanda Saunders-Johnston of Advent Health shares the three types of communications and how your team can build a strategy that can be implemented quickly.
January 9, 2020
Social media strategy in 2020 (with Jennifer Radke)
Jennifer Radke is the CEO of the National Institute of Social Media. We are discussing the latest in social media and how you can take a deep breath and not panic in 2020.
January 8, 2020
Personal branding: How anyone can build a personal brand (with Jo Miller)
Best-selling author Jo Miller shares her tips on how anyone can deliberately build their authentic brand. For even more, check out her book on the topic:
January 7, 2020
LinkedIn is now rolling out e-newsletter distribution of articles for some users
Some users can now send email newsletters by posting articles to LinkedIn. This episode breaks down this new development and when you might get the feature
January 6, 2020
How to position your brand in 2020
Scompler CMO Aymar Pirzada shares tips you can share this year to stand out in crowded fields.
January 6, 2020
The increase in content that talks about whatever it is the presenter is selling
I see more and more of this and don’t like it. Content marketing doesn’t need to be this salesy.
January 3, 2020
Works on mobile now: Why you should definitely include a note with your LinkedIn invitation
Connecting with people on LinkedIn is highly beneficial. The temptation to just connect with everyone that gives you their business card certainly is there. Or that you connected with on Twitter or who's blog post you've read. The list of why you might connect with people on LinkedIn can be long.
A best practice to me seems to always include a personal message when inviting people to connect. That’s now easier from mobile devices.
January 1, 2020
How to optimize your job description to find that perfect content or marketing candidate
With tens of thousands of jobs being published on LinkedIn every couple days finding the right match includes using: the right words to be found having a good distribution strategy having the right titles and using easily digestible job descriptions
December 31, 2019
Content strategy for publishers and being audience first with your emails
Chief Content Officer Adam Moore, of the Corridor Business Journal, shares how his publication maximizes content performance through print, podcasts and emails. Especially their email strategy is highly innovative.
December 30, 2019
How The Office is still using the COPE model to publish atomized content years later
The Office -the popular TV show - is still sharing atomized content years after it went off the air. This is a discussion on how you can learn from what they’re doing in your own content strategy.
December 27, 2019
Should you use the hamburger menu on your website?
I can't say that I loved the hamburger menu the first time I saw it - early this decade, roughly. How would people know to click there and why does it need to exist? What's wrong with the traditional navigation? Let’s dive into the discussion or read my blog post here:
December 26, 2019
‪How to easily resize images for all social media networks without a cheat sheet
I’ve been using Adobe Spark on my iPad to easily resize images for all the different social media network requirements. It’s so much easier than any process I’ve previously used. Here’s a quick video showing how it looks as well
December 22, 2019
Facebook ads: The easiest way to set your CTA to be “send a message in Messenger”
In this show I’m sharing how to set this CTA correctly and easiest. Screens shots on
December 21, 2019
Content performance culture: Who should be the digital analyst?
This episode which is also a chapter from my book discusses this important question. Other topics covered include how to be the expert and how to add by subtracting in workflows.
December 20, 2019
Google Auto Complete Videos: Google rolls out new tool for influencers to answer questions
Google auto complete videos by superstars have drawn in millions of views on YouTube.
In these videos the celebrities basically answer questions that Google auto complete recommends based on what users are searching for. That's of course also an opportunity for a Google to roll out a new product. Which is exactly what Google is doing. That's according to emails I've received directly from Google.
December 18, 2019
Hayden Fry’s scholarship for me was worth more than my first journalism job. RIP Coach!
The legendary Iowa football coach-who also recruited me to the university-died in December 2019. I’m reflecting the things I am thankful for from him.
December 18, 2019
How storytelling can help recruit the best talent and keep them
In this episode I share how a content culture can help with attracting the best workers and keeping them.
December 17, 2019
We need content strategy or theory but who is going to implement it?
Reality check: A content playbook is helpful and I recommend documented strategies, but somebody has to implement them. Let’s discuss how to make sure stuff gets done with a strategy in mind.
December 16, 2019
How to start your podcast - with Max Branstetter
Wild Business Growth Podcast Host Max Branstetter shares his tips on how he started his successful podcast and what you can learn from his process. We also discuss tools and platforms.
December 13, 2019
What marketers must know about algorithms (with Karri Carlson of Leadtail)
Algorithms are important to understand for marketers and content people. Karrie and I discuss the things you should know in this episode.
December 12, 2019
Should direct mail really get the credit for this conversion?
A critical look at how we measure results of specific marketing campaigns? In the example here I’m wondering if direct mail should get the credit or if an email would’ve done the same trick.
December 11, 2019
Social media influencer gets prison time after trying to rob web domain from other person
First time I heard about a case like this. There was even a gun involved. Let’s take the opportunity to talk about URL strategy. The news story is here:
December 10, 2019
Why events are such an important part of content marketing and the story behind Social Media Camp
Event guru Chris Burdge shares with me how Social Media Camp is a successful conference hosted in Western Canada every year. Let’s dive into why event planning and marketing should be part of your strategy and how.
December 9, 2019
Aviation Gin builds on Peloton wife commercial [My advertising strategy commentary on that]
Way more on the backstory:
December 8, 2019
My SEO traffic just dropped! Why and what to do?
Search engine traffic is an important factor for many traffic source for many content marketers and here’s a discussion of why it can drop and what to do about it.
December 6, 2019
How to push your audio content automatically to Alexa devices
Syndicating on all the relevant channels matters. In this episode, Christoph Trappe discusses how to easily push your podcast to Alexa-enabled devices.
December 5, 2019
How Content Performance Culture Author Christoph Trappe ended up in content marketing
A quick introduction about the background for Christoph Trappe who wrote his third book on content, this one focusing on performance.
December 4, 2019
What to do when team members have competing goals
I’m sharing my five-step process that teams can use to be on the same page and evaluate constantly.
December 3, 2019
Can content creators live without a desktop or laptop?
Somebody once said that the best camera is the one in your pocket which is often an iPhone. Does the same apply to other types of content creation? Listen to my discussion on the topic in this episode of my podcast.
December 2, 2019
Why audio beats video for mobile content creators
I tried video and am a fan, but it takes so long to upload to some channels. The return on effort on audio content seems way higher than video content. Here’s my discussion with an example.
December 1, 2019
How to create a better customer experience (with Fred Faulkner)
Fred Faulkner, host of According to Fred podcast and marketer, and I share ideas on how you can stand out with better customer experience. Also check out my book on the topic:
November 27, 2019
How you can make your content go farther with Andy Crestodina
Andy is the CMO at Orbit Media Studios and shares the latest from their state of the blogging industry. You can read the whole survey here:
November 26, 2019
How to build your content site from the ground up (Oldtime Central case study)
Oldtime Central Founder and Editor Ben Smith shares with us why he created and how he’s using quality content to build an audience. Even more:
November 25, 2019
Syndication strategies: Why this book is completely free on all podcast channels now
Joe Pulizzi has written five content marketing books and now has finished his first fiction mystery book You can listen to it (8hrs in 15-minute chunks) on all major podcast channels.
November 22, 2019
How to keep bots off your web metrics
Bots can be a pain showing in your web metrics. They throw them off and not in good ways. A look at ways to fix the bot problem.
November 21, 2019
How to stop worrying about deadlines.
A quick discussion on how you can make deadlines work for you and make them less stressful. Especially as it comes to content creation and marketing operations.
November 20, 2019
The importance of focusing on existing audience
In this episode I discuss the importance of further engaging the audience you already have and not just going after new audience members.
November 19, 2019
My content, marketing and digital philosophy unveiled
Top content marketer Christoph Trappe shares his five pillars: 1) Content performance culture, 2) Innovation, 3) Next play attitude, 4) Right personnel 5) Ongoing metrics More:
November 18, 2019
The importance and difficulty of updating large and medium websites
In this episode I share my tips and tricks on how to keep websites updated. This information is relevant for writers, content marketers and web teams.
November 15, 2019
How much do marketers really need to know about automation?
Automation is a hot topic in marketing and content and certainly a topic that I use in my strategies. In this episode I discuss what marketers really need to worry about and what they can de-prioritize.
November 14, 2019
Instagram is testing hiding likes | What that means to marketers and business storytellers
Instagram is reportedly testing hiding like counts on posts. My commentary on the matter and how much time you should spend worrying about it in this latest episode of the Business Storytelling Podcast.
November 11, 2019
New in Nov. 2019: How the FTC wants influencers to disclose relationships
In November 2019 the Federal Trade Commission in the United States released a new guidance for influencers and I’m reviewing the guidance in this podcast.
November 6, 2019
Should you publish job announcements?
People news is news because we care about people. This is a discussion on whether or not you should publish job announcements and promotions on your website.
November 2, 2019
How marketers and journalists can stop worrying and control what they can
It’s already snowing in Iowa and of course that doesn’t mean I’ll complain about it but I’ll adjust and wear a winter jacket. A discussion about how marketers and journalists can control what they can and drive results as quickly as possible.
October 29, 2019
What is the best day and time to publish my podcast
I love listening to podcasts and I have noticed a trend when everybody seems to publish theirs. I’ll share my tips and tricks on how you can try to maximize your exposure by publishing at different times.
October 19, 2019
Are these double opt-in ads helpful?
I noticed a display ad that asked me to verify that I meant to click on it. Are these good or bad for advertising? Listen to my thoughts on this topic in the latest episode of the Business Storytelling Podcast. Images:
October 16, 2019
Why premium content might not be the way to go for your company
A discussion about whether or not premium content is the way to monetization or should we think about content ask the conduit to sell something else.
October 9, 2019
How to get buy-in for facial recognition
Some tips on how to get buy-in from the audience when you roll out new technologies-especially the ones that are controversial.
October 3, 2019
Phone content creation: The different ways to capture the beauty of fireworks with your iPhone
Phone content creation: The different ways to capture the beauty of fireworks with your iPhone. Let’s look at: slo mo time lapses Boomerang video, regular video stills (aka photos)
September 29, 2019
How to deal with malware on your website
My website was down for two days after it was infected by malware. How I picked a security software company to help me fix the problem and move forward quickly.
September 24, 2019
Now company and organizational websites are grabbing journalists’ audiences
This episode discusses the concept of company websites trying to grab a piece of the pie of audiences and how that can impact journalists and business storytellers.
September 22, 2019
Why editing for preference is a waste of time in a digital-first world
I first blogged about this in 2017 and now discuss my evolved view on the topic in this episode. I share my 7 traits good editors show in a digital-first world and how they can help writers take their stories to the next level. Thanks to all the great editors out there.
September 14, 2019
Why to always put your audience first
Michelle Park Lazette of the Federal Reserve Bank of Cleveland shares tips on how to get buy-in for your content strategy and how to never run out of ideas. Recorded at Content Marketing World 2019.
September 5, 2019
OMG - Hackers emailed me my password and here’s how I reacted
At first I panicked and then when I got my senses back I came up with a plan of attack to save my data and accounts. In this short episode of my podcast I’m sharing with you what I did.
August 29, 2019
How Facebook is fighting false news
Digital channels have made the spreading of fake news and false news easier than ever. This latest podcast discusses how Facebook is now going about addressing incorrect information.
August 25, 2019
Are those Uber-logo holding people at the Mets Citi Field really Uber drivers
There is quite a bit of entrepreneurial spirit happening at Citi Field in New York City when it comes to rideshare. This episode discusses whether or not you should hop in a car with somebody holding an Uber logo in the Uber pick up area without you having called that specific person.
August 22, 2019
How to decide where to host your podcast
To publish your podcasts and produce them there are a host of software tools and services available. In this episode I discuss how you can define what problems you’re trying to solve that will help you determine which tool to use in your content strategy. This topic is relevant to content marketers, digital marketers and journalists.
August 18, 2019
What should we actually call our audience members? Readers? Consumers? Prospects?
With a multitude of ways to consume content nowadays I discuss in this episode what you should call your readers, listeners or viewers. #wordsmatter - Christoph
August 11, 2019
To innovate stop telling people to slow down
Sometimes we hear people tell other people that they should slow down. They’re moving too fast. But the reality of life is that it’s moving fast. So while we want to be deliberate it’s not about slowing down to let the weakest link catch up, it’s about the slower person to pick up the pace. Some thoughts on this topic in today’s show.
August 9, 2019
Why you want to add a Google Alert for your name!
In this podcast I discuss the importance of setting up a Google Alert for your name so you know what people are talking about when it comes to your brand.
August 1, 2019
How to rock music overlays on your Instagram Stories
Adding music to your Instagram Stories is relatively new and in this episode top content marketer and digital marketer Christoph Trappe explains how to use it. He also shares why the use of music and sound effects is important in multimedia storytelling.
July 20, 2019
Why business storytellers and public figures probably shouldn’t worry about using FaceApp
This podcast discusses privacy concerns around the popular FaceApp, which was developed in Russia and has seen over 80 million people use its services.
July 18, 2019
How we are on track to get to Vidcon 2019 early despite being delayed in Dallas due to weather
My 11-year-old and I were traveling to Vidcon 2019 in Anaheim and had a fun plan for the 4 days on the road. Then weather hit Dallas and our flight was cancelled. We played the travel games well and are now on track to arrive early - despite being delayed. Listen to find out how we made that happen!
July 11, 2019
Why not all stories need to be written articles!
In this episode I discuss how you can pick which content asset type is best for your story. I discuss the written article, podcasts, video, virtual reality.
June 30, 2019
How to decide whether to link internally or externally from your articles
Linking from within articles can be a great way to drive results. But when do you link internally and when you link externally? In this episode I am discussing how to best approach that dilemma.
June 23, 2019
What to say at the beginning of a podcast
In this episode I’m sharing my best practice for starting a show.
June 15, 2019
Conversion strategies: When marketers put the button they need clicked in a highly clicked area ....
This appears to be an accepted conversion strategy: Need people to do something specific, re-design the user experience and just put that button whereever the button currently is that gets clicked the most. Whether the actions are totally unrelated seems to be not relevant.
June 14, 2019
Can my phone die because of heat while shooting video or audio outside in the summer? Yes! Tips!
My phone died on me while I was on a 360 video assignment in Las Vegas due to the triple digit temperatures. Here are some thoughts and tips on how to avoid it.
June 7, 2019
For execs: What you need to know when your email campaign includes your name
This episode discusses a real life event where an executive was not aware that his name was used in an email marketing campaign.
June 3, 2019
The best way to take notes of conference talks
In this episode of the Business Storytelling podcast I outline the four ways to document conference talks. Recorded in Madrid after the Digital Enterprise Show.
May 22, 2019
5 stages of digital transformation
Another insightful cartoon by Tom Fishburne and how CMOs can shoot for success.
May 20, 2019
Why content marketers must go fast and not slow!
Speed matters. That is true in content marketing and fast-changing Industries. Some of Christoph Trappe’s tips and thoughts.
May 9, 2019
How to maximize time for content creation
A look at how you can always find time to produce content!  Even more on my blog: 
May 3, 2019
The words we pick matter - when to stop spinning
A 10-minute show on the importance of picking the right words.
May 1, 2019
What's the etiquette when meeting online connections offline?
  Online and offline certainly connect and sometimes we run into the people we've been following or watching online in the real offline world. And how do we bridge that gap and make the connection between our online and offline experiences? In this podcast, recorded at the Tampa Airport American Airlines Club I dive into that topic with some thoughts, experiences and tips. Enjoy...
April 30, 2019
April 27, 2019
April 27, 2019