Content marketing: Telling Meaningful Stories

Attention is one of the greatest gifts

Christoph Trappe

January 30, 2015


Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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Attention can be worth more than money but when you earn attention it can lead to more money through additional customers.

Think of young children. They demand attention and often – at least when they are little – demand it through cuteness or another moment of a first:

Look the six-month-old just rolled over.
Listen to how well the six-year-old read something.

We pay attention mostly for three reasons:

The relationship
We have a connection to our children and want to see what they are doing. We have hopes and dreams for them. We have a relationship.

The newness
When our children do something new we don’t want to miss it. Think of disappointed parents who were traveling and missed a first.

The relevancy
What’s happening has some impact on us. Let’s take the six-month-old starting to crawl. Yes, it’s new and she’s our daughter, but even if those two things don’t apply, the action might still have relevance to us. We better pay attention to make sure she crawls around safely.

Sometimes people think they can demand attention. In some situations – like for police officers, parents and bosses – this is possible. But only short term.

Think of an angry boss demanding attention. He might get it, but as soon as you are released you are also releasing your resume to start looking for a new job.

Certainly I would recommend giving police the attention they demand. It’s not long-term, remember?

How does more lasting attention happen? That happens by sharing information that people actually want to consume, that helps them solve a problem or that educates.

Brands that are jumping into content marketing, blogging or social media should consider to not demand attention but to earn it.

Once it’s earned people remember stories, events and can even retell the story to others. Earned attention leads to advocacy.

Was I able to keep your attention? 🙂

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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph 319-389-9853

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