Creating a Content Performance Culture with Christoph Trappe


May 4, 2020

“In digital, you can constantly keep going—if you had a good play celebrate it and see how you can evolve it from there.” In a career that started with athletics and continued to professional journalism to being a marketing thought leader and author, Christoph Trappe has executed several good plays. Because of this experience, he knows how to build a high-performance content marketing culture. We discussed all of this on this week’s episode of the On Brand podcast.

Enjoy This Episode Now

About Christoph Trappe

Christoph Trappe helps companies share their unique stories more efficiently to reach prospects and retain existing customers. He has run content marketing campaigns across many industries, including healthcare, SaaS, and publishing. 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, top 40 B2B marketer, and top 100 digital marketer. His blog (www.authenticstorytelling.net) has been listed as a valuable resource in the marketing industry.

A two-time author, Christoph helps companies evolve editorial 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 February 2020.

Episode Highlights

Even in the pandemic, you can re-allocate your time and refocus your content. Christoph shared several stories about how brands can be authentic and helpful in the face of COVID-19. “Good content is helpful,” he shared as he explained why his early content in the pandemic focused on relevant issues such as wifi performance and how to avoid handshakes.

The five pillars of a content performance culture. During this insight-packed interview, Christoph shared the five-pillar framework of his new book, Content Performance Culture:

  1. Leadership buy-in
  2. Innovation by all
  3. Next-play mentality
  4. The right player in the right role
  5. Ongoing evaluation

Christoph explored each in detail during the show.

What brand has made Christoph smile recently? A fan of the AdWeek Twitter account, Christoph had the opportunity to interview the person behind the tweets. He shared this story and why it’s important to add some humor and levity to your brand voice on this week’s show.

To learn more about Christoph, check out authenticstorytelling.net and follow Christoph on Twitter.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!


Nick Westergaard
Email Brand Driven Digital

is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.




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