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The Business Storytelling Show

The Business Storytelling Show

By Christoph Trappe
Top 14 content marketer Christoph Trappe and guests share tips on how to connect better with target audiences. Named a Top 5 storytelling podcast, a Top 50 podcast to listen to in 2021, and a Top 2.5 percent global podcast. Over 336,000 downloads and counting. Listened to in 100-plus countries. Available on all major podcast channels and DB&A Television. Guests have included: Joe Pulizzi Michael Brenner Kristina Podnar Scott Brinker Seth Godin Barry Schwartz ... and many more. Produced by Trappe Digital LLC. Sponsorship bookings:
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Currently playing episode

488: How to turn your book into a bestseller

The Business Storytelling Show

491: How to come up with a good name for a brand
Rob Meyerson, author of "Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service" joins me on this live episode of "The Business Storytelling Show" to discuss the topic.   We discuss: What makes a good brand name? How about the legal stuff? Does the website domain matter? How to pick a name? Is crowdsourcing a good idea? And more... Join us and grab a copy of his book here: Need branding help? Contact his agency here:
May 20, 2022
490: How to tailor business storytelling to Gen Z
Gen Z. expert and author Hana Ben-Shabat joins me on this live recording of The Business Storytelling Show to discuss Gen Z.   What do we need to know about them as business storytellers?  How do we involve them?  And more. Join us and grab Hana's book here: (Affiliate link)   Learn more about Hana on her website: More about business storytelling:
May 17, 2022
489: How to be a good podcast guest
In this episode, Christoph Trappe shares his tips on how to be a good podcast guest. Join him to learn more. Read the related article here:
May 17, 2022
488: How to turn your book into a bestseller
Ellen Violette, of Books Open Doors, joins me on this live recording of the Business Storytelling Show to discuss why writing a book will help your business and how to turn it into something people will actually buy. Join us and check out Ellen's books on the topic here:
May 13, 2022
487: Are you making the most of content operations?
On this live episode of The Business Storytelling Show, The Content Advisory's Cathy McKnight joins me to discuss content ops.  We discuss:   What are content ops?  How do you know that you need content ops?  How do you set up a team?  What does success look like?  And more...   Join us.   Connect with Cathy on Linkedin: or Twitter:
May 11, 2022
486: Don't make your editors drink - and here's how to accomplish that
Author Rob Reinalda joins me to discuss how we can share better stories through clarity and sometimes humor. Join us and check his book "Why editors drink" here:
May 09, 2022
485: How to use Instagram calls to action
No matter the type of content, who doesn't want their audiences to engage deeper with it? I know I do. But certainly, I also realize that getting people to take action is getting harder. One way to do that is by giving users practical next steps that give them more info, let them sign up, or even ask for a demo of a product. Specifically, today, I discuss Instagram calls to action. Join me and read the related article here:
May 07, 2022
484: How to build diverse content teams
Diverse Marketing Consultant Michelle Ngome returns to the Business Storytelling Show to discuss how we can build diverse teams and how the last two years of more remote work have changed the landscape to accomplish that goal. Learn more about Michelle here: Join us. To read more about this topic on my blog:
May 05, 2022
483: What is the audio AI revolution?
Ron Jaworski, CEO of Trinity Audio, joins me on this live recording of The Business Storytelling Show to discuss the topic. Join us. This episode is supported by and produced in partnership with Trinity Audio, which helps you create smart audio experiences from your content in just a few clicks. Check them out here:
April 29, 2022
482: How to increase revenue with your website
Author Michael Buzinski joins me on this episode to discuss the topic and shares his three metrics to focus on. To read his book check out
April 28, 2022
482: What is LinkedIn Audio?
Expert Judi Fox joins me on this live recording of The Business Storytelling Show to discuss what it is and how it works.  We discuss: What is LinkedIn Audio? How to get LinkedIn Audio? How do you know that you have it? How to run a LinkedIn Audio room. And more... Connect with Judi here:
April 24, 2022
481: What podcast metrics matter?
Indeed, I care about content performance and creating cultures that work toward content performance. Podcast metrics also play a role here. After all, we want our podcasts to be found and listened to. But what podcast metrics should we look at? There certainly are many theories and opinions on the topic, so why not add mine? I discuss: What are podcast metrics?  The biggest problems with podcast metrics  How to decide what metrics matter Read the related article on the topic here:
April 21, 2022
480: How to tell historical stories: The Coca-Cola Trail
Journalist Larry Jorgensen joins me to discuss how he goes about writing historical content and what's behind his "Coca-Cola Trail" book. Learn more here: We discuss:  How to tell historical stories The advantage of in-person interviews And more...
April 19, 2022
479: How to improve written communication skills
Let's discuss how to be better at communicating with our customers through the written word.  I discuss: What are written communication skills Why are some so bad at this? How to improve written communication skills And more... Check out Grammarly to help with your tone in written communication here: (Affiliate link) For an article on this topic:
April 16, 2022
478: Doing live audio monitoring correctly during a podcast or livestream
Live audio monitoring while we are broadcasting to social media and even while we are recording matters. It's important because if the audio turns out badly, the content will suffer and might become unconsumable. In this episode, I discuss how we can do a better job with live audio monitoring. Read more and links to products mentioned:
April 09, 2022
477: How to create web stories
Web stories can now be created and published on websites and they can show up prominently in search results. So, it's probably a good time to discuss what web stories are and how to create them. Let's dive in. You can also read more here:
April 03, 2022
476: How to handle a new job announcement on LinkedIn
There are a number of ways you can handle a new job announcement on LinkedIn - if you want to even announce the new job at all. I share how to handle new job announcements on LinkedIn and what to consider before pushing "update." I discuss this strategy in today's episode. Read the related article here:
April 02, 2022
475: Why marketers need radical product thinking
Radhika Dutt, author of "Radical Product Thinking: The New Mindset for Innovating Smarter" joins me on this episode to discuss the topic. Join us!   Order her book here:
March 31, 2022
474: How to create a brand strategy that includes audio
Shez Mehra, CMO at, joins me on this live recording of "The Business Storytelling Show" to discuss audio branding. We discuss: Why having an audio brand matters How to create a brand strategy that includes audio Licensing audio versus creating And more... Join us. 
March 27, 2022
473: How to create connections in the digital age
Sheri Fitts, Creator of digitalEQ™, joins me on this episode to discuss how to create connections when we’re not in front of each other. Join us and connect with her here:
March 25, 2022
472: How your brand can decide whether or not to do an April fool story
April Fool’s Day can be a great occasion for brands to share stories - as part of their content strategy - that are outrageous, fun, and, well, an April fool. But they’re also dangers with them. In 2020,  April fools jokes would’ve seemed rather tone-deaf with the Covid pandemic just starting to ramp up and society locking down. In 2022, with the Russian invasion of Ukraine happening it’s likely another year where it’s better to skip them. I’ve done a number of April fool campaigns: Market research platform releases positivity-only filter  BREAKING: Neighborhood marketing committee uses 15,000 billable hours to sell free desk on the curb Study: The future of content is emoji content to drive relevance I discuss my checklist in this episode and you can also read it here:
March 21, 2022
471: How to create better audio in your storytelling
Shane Salk creates audio series in electronic entertainment and advertising.  Let's see what we can learn from him to create better audio experiences in our business storytelling. Join us.   We discuss: The importance of good audio What is good audio? How to create a cliffhanger And more... Connect with him here:
March 19, 2022
470: Author chat: Rethinking lead generation
Tom Shapiro, author of "Rethink Lead Generation: Advanced Strategies to Generate More Leads for Your Business" joins me to discuss his book and how companies should rethink lead gen.   Join us and grab a copy of the book here:
March 16, 2022
469: How to automatically respond to emails in Gmail
There are some emailed requests I get quite frequently so I wanted to find out how to automatically respond to them without me having to do the responding. The emails I get usually ask about: submitting a guest post being a sponsored guest on my podcast I do accept both of these but my response is really just a copy and paste job. So I wondered if there is a way to automatically respond in Gmail to those emails. And there is. You can set a filter based on keywords in an email to trigger an automatic reply. That reply pulls from a template that you have to create in Gmail. In this episode, I discuss: Creating templates in Gmail Automatically respond to common email requests in Gmail Read more in this blog post:
March 11, 2022
468: Are you marketing authentically?
Junae Brown, CEO of Browned 2 Perfection Agency, joins me to discuss the topic on this live recording of the Business Storytelling Podcast. Join us. What questions do you have about marketing authentically?
March 10, 2022
467: Change your habits - teller better business stories
I'm joined by author Marc Reklau to discuss the topic. Marc wrote "30 Days - Change your habits, Change your life: A couple of simple steps every day to create the life you want," which you can order here:
March 07, 2022
466: How content technology supports your content operations
Content expert Carrie Hane of returns to the show to discuss the topic with me.  Join us. Also, don't miss  the last episode when Carrie discusses connected content:
March 04, 2022
465: Foresight to tell better corporate stories
Futurist Rebecca Costa joins me on this episode to discuss the topic. We'll dive into: 1) How do we go about understanding the future and how it relates to our company? 2) How do we implement this knowledge into our strategic corporate storytelling? 3) How about adjusting as the future becomes the present, aren't there always things that turn out differently? Connect with Rebecca here:
March 01, 2022
464: How to tell business stories through video blogs and podcasts
Vikram Rajan, of Video Socials, joins me to discuss: What's a video blog? How do you create one? Why would you? How to get better at it And more... Join us and learn more about Video Socials at
February 26, 2022
463: Are you following these tips to present better online?
David Kerrigan, author of “Better Online Presenting: Tips and Technologies” joins me to offer tips and tricks to make online presentations better. Join us and grab the book here:
February 23, 2022
462: How to use Flipboard as part of your content strategy
Christel van der Boom of Flipboard joins me to discuss the topic. We covered: What is Flipboard How do you start a magazine on Flipboard? How to become a Flipboard publisher And more... Join us. Check out Flipboard at
February 19, 2022
461: What's on tap for emailing marketing this year?
Matthew Vernhout, email marketing expert, returns to the show to review email marketing last year and looks ahead to this year with us.  Join us.  Connect with Matthew here:
February 13, 2022
460: Do you use anchor text correctly?
Manick Bhan of  joins me on this live episode of The Business Storytelling Podcast to discuss all things anchor text.   We discuss: What is anchor text How do you pick good anchor text Why anchor text matters Who should pick anchor text And more... Join us. Check out his company here:
February 12, 2022
459: How to write by formula
Matthew Woodget returns to the show to discuss the topic with me. We discuss: Why formulas work in business storytelling What should be included How to use storytelling formul