Christoph helps companies share their unique stories more efficiently to reach prospects and retain existing customers.
In his career, he has led teams of journalists, content creators, strategists, and designers to successfully drive results.
Today, he’s a global top 14 content marketer and a top 100 digital marketer. His blog has been listed as a valuable resource in the marketing industry.
Christoph helps companies evolve content and marketing teams into a content-performance culture and the use of the Create Once, Publish Everywhere (COPE) model.
His third book on content performance cultures was released in January and was a No. 1 new release in the public relations category on Amazon.
Follow him on Twitter at @Ctrappe.
How did you start out as a marketer?
I actually started my career as a journalist, learned how to share content that mattered to my audience, and then moved into corporate marketing. I’ve since run projects in a variety of industries, including healthcare, SaaS, tech, and publishing.
Looking back, what was your hardest struggle when it came to delivering results?
First of all, we need to acknowledge that marketing and content performance have probably never been harder.
All kinds of companies and people are vying for attention. Of course, the first step is to agree on what the results actually are. Even when that’s agreed upon, it can still be a sticking point.
What do you find most rewarding about what you do?
It is definitely important to find and implement the best ways to reach audiences. I share many of these tips and invite knowledgeable guests on my Business Storytelling Podcast to share these tips wider as well.
We have a lot of readers who are bent on becoming freelancers. Aside from freelancing, how else can someone earn online? And what is your advice?
Find your niche and share your knowledge to get out there. Write a book, promote it, and sell it. You might even consider selling merchandise once you have an audience.
This podcast has some more tips on freelancing as well.
How is your typical work day structured?
I’m definitely a morning person, and I try to get content production done first and uninterrupted. One thing that’s easy to forget is that content production takes time, effort, and concentration. With that, I’m a fan of blocking time and tasks.
Can you tell us about a time where you had to put in significant effort up front and then wait a long time for success?
That depends on what the definition of long is. But it’s easy for people to forget that marketing does take time, and that’s even when we do everything well.
Sometimes the audience is wrong. Sometimes the product is bad. There are so many variables. In general, remember that digital marketing is a marathon, not a sprint.
You’ve been tasked with redesigning the company’s brand strategy from the ground up. Walk us through your process.
What recently developed marketing strategy, technique, or tool interests you the most right now?
Definitely the integration of podcasting. The industry is really booming, and podcasts are easier than ever to produce.
What do you do to stay up-to-date with new marketing techniques?
I do read lots of content on Twitter and through email, but the best way, honestly, is to dive in and try new techniques and test, test, and test some more.
Which one book or blog post would you recommend every marketer read?
Of course, I hope everyone will check out Content Performance Culture, which is available at contentperformance.online.
What advice would you share with other marketers who want to become more productive?
Realize that some politics happen, and we need to live with that in companies. But find ways to get things done.
Time block. Find a quiet place, etc.
It’s hard to drive performance when you can’t even find the time to put in the work.