Creating a Content Performance Culture: A #CMWorld Twitter Chat with Christoph Trappe

“Businesses spend so much on marketing, creative and the likes. They have to drive results. Of course, what the results are is open to a good strategy session.” Christoph Trappe says companies need to “move content from happening to content performing.”

We heard about this idea and invited Christoph to our most recent #CMWorld Twitter chat to dive into this topic of content performance culture. Aside from being a longtime friend and supporter of the CMI and CMWorld communities in the form of amazing sessions at our events and contributions to our blog, Christoph is Chief Content and Marketing Officer at The Authentic Storytelling Project.

Heading up content AND marketing involves helping his business and other businesses create a culture of content performance – that is critical to success.

Christoph knows so much about it that he wrote an ebook. Check it out on Amazon.

Here’s a quick recap of the chat, but if you’d like to see it all, visit the Hashtracking report to see the entire, fast-paced and helpful conversation.

Let’s start at the beginning…why is it so important for the entire org to develop a culture of content performance?

Q1: Why is it important for your entire organization to develop a culture of content performance? #CMWorld pic.twitter.com/53bpbucuGw

— Content Marketing Institute (@CMIContent) June 23, 2020

A1: This is necessary bc you never know when needs will shift. Tying up your content to a few people & expecting them to constantly adapt & perform not only risks burnout, but it also means huge talent gaps that can be $$ to fill. Basic content strategy for all. #CMWorld

— Rachel Wendte (@rkwendte) June 23, 2020

Content performance didn’t used to be a thing but it is today. Is this content performing? People ask it all the time. The trick is to build a culture that allows folks to actually create that high performance culture. #CMWorld

— Christoph Trappe (@CTrappe) June 23, 2020

For example: Content creators that are in meetings all day can’t create content that has a chance to perform.

Collaboration is another pillar that’s needed. If there’s no collaboration, hard to create that culture.

Data. Everyone says they look at data, but few do.
#CMWorld

— Christoph Trappe (@CTrappe) June 23, 2020

Creating a collaborative environment might be one of the most important pillars as things are so fluid. What works today might not work tomorrow.

It’s a marathon. #CMWorld

— Christoph Trappe (@CTrappe) June 23, 2020

A1: It’s so important to understand how everything is performing and if your time and efforts are actually worth it. If you spend a month creating killer content, but it is not being seen by anyone, you should spend your time creating something more worthwhile. #CMWorld

— Lindsay Hottovy (@LHContent) June 23, 2020

OK, so we have our data and insights from data…now what?

Q4: How can marketers use data-informed insights to improve content performance and show ROI? #CMWorld pic.twitter.com/5vwCS5wfDP

— Content Marketing Institute (@CMIContent) June 23, 2020

Q4: How can marketers use data-informed insights to improve content performance and show ROI? #CMWorld pic.twitter.com/5vwCS5wfDP

— Content Marketing Institute (@CMIContent) June 23, 2020

Content is a numbers game to a degree. If nobody is reading your stuff nobody will likely convert either.

At the least, look at what content resonates with your audience.

Then create pathways for them to convert or at least know what they can buy from you.
#CMWorld

— Christoph Trappe (@CTrappe) June 23, 2020

A4: Don’t just go for the flashy metrics of likes and shares. Those are *great* and should be used, obviously. But I also monitor dwell time on the actual page AND related discussion on social media. Social listening can be a huge piece that guides future content. #CMWorld

— Rachel Wendte (@rkwendte) June 23, 2020

A4) Data-informed insights can both support creative decisions as well as inspire new ones. Using data insights guides your ability to analyze, understand, and pivot to maximizing your tools and optimize ROI. #CMWorld

— OnePitch (@onepitchsaas) June 23, 2020

A4- Data insights help you get to the bottom of issues that need resolving, as well as identify big opportunities you may be missing out on.#CMWorld

— SamNaz (@naaz410) June 23, 2020

The dreaded rut. We know it well. How can you get out of it, and then lead your team out of one?

Q5: Creative teams set out to produce amazing content, but sometimes they get stuck. How can you help lead your team out of that rut? #CMWorld pic.twitter.com/Ok8H5k9whY

— Content Marketing Institute (@CMIContent) June 23, 2020

Q5: Creative teams set out to produce amazing content, but sometimes they get stuck. How can you help lead your team out of that rut? #CMWorld pic.twitter.com/Ok8H5k9whY

— Content Marketing Institute (@CMIContent) June 23, 2020

A5. Have team members of all levels (associate up to manager) collaborate on projects and bring innovations to the team regularly without feeling like they don’t have the “authority” due to being a lower-level team member! #CMWorld

— Rebecca Reynoso (@rebeccasreynoso) June 23, 2020

A5. Have team members of all levels (associate up to manager) collaborate on projects and bring innovations to the team regularly without feeling like they don’t have the “authority” due to being a lower-level team member! #CMWorld

— Rebecca Reynoso (@rebeccasreynoso) June 23, 2020

A5. Have team members of all levels (associate up to manager) collaborate on projects and bring innovations to the team regularly without feeling like they don’t have the “authority” due to being a lower-level team member! #CMWorld

— Rebecca Reynoso (@rebeccasreynoso) June 23, 2020

A5. Have team members of all levels (associate up to manager) collaborate on projects and bring innovations to the team regularly without feeling like they don’t have the “authority” due to being a lower-level team member! #CMWorld

— Rebecca Reynoso (@rebeccasreynoso) June 23, 2020

That’s all for this week, folks! Dive into the full chat or better yet, dive into Christoph’s book. Create that culture, and rock the rest of your 2020.

One way we know you could do that is by signing up for Content Marketing World. Our annual event is now virtual! Register with code SM100 for a $100 discount at checkout.