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@CTrappe
Let the best stories win!
@CTrappe
Medicos S/A
Stories can help us be healthier and more successful!
ctrappe@scribblelive.com
Christoph Trappe
VP - Content Marketing Strategy, Americas
@CTrappe
The different types of content!
@CTrappe
When we create content!
@CTrappe
@CTrappe
The problem
Too much useless content is being created!
@CTrappe
Planning includes…
@CTrappe
Our story lifecycle
@CTrappe
Creating includes… Strategy alignment
@CTrappe
Creating includes… SEO
@CTrappe@ctrappe
The authority
Technical skills
Storytelling skills
Skillset
@CTrappe@ctrappe
Conflict
Resolution Relevance
Authentic
Ingredients of useful content
@CTrappe
Stories…
Story happens Document Share
@CTrappe
@CTrappe
@CTrappe
What we don’t want…
Approver
Approver
ApproverApprover
Approver
@CTrappe
Our story lifecycle
@CTrappe
Create Once, Publish Everywhere
Social Paid
Email In-person
Website
@CTrappe
@CTrappe
Example
Blog post Blog post
Blog post Blog post Blog
post Blog post
Blog post Blog post
Blog post
Blog post
Blog post Blog post
Blog post
Tweets
Facebook
Email
@CTrappe
@CTrappe
The right mix
Automation Oversight
@CTrappe
Software efficiency
@CTrappe
The story lifecycle
@CTrappe
Measure story impact
@CTrappe
@CTrappe
ctrappe@scribblelive.com
Christoph Trappe
VP - Content Marketing Strategy, Americas

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How to tell better stories in healthcare - Brazil 2017 talk

Editor's Notes

  1. Political barriers inside the organization No buy-in from the people with the stories Expectations aren’t clear Technology that wastes people’s time and brainpower
  2. Step 1: Set a clear strategy Step 2: Get buy-in from the right people Step 3: Set expectations with stakeholders Step 3: Align workflows and skills Step 4: Align workflows and skills Step 5: Use only technology that actually helps
  3. Political barriers inside the organization No buy-in from the people with the stories Expectations aren’t clear Technology that wastes people’s time and brainpower
  4. Political barriers inside the organization No buy-in from the people with the stories Expectations aren’t clear Technology that wastes people’s time and brainpower
  5. Political barriers inside the organization No buy-in from the people with the stories Expectations aren’t clear Technology that wastes people’s time and brainpower