Content marketing: Telling Meaningful Stories

Fine, I won’t read the story I came here for then

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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I read a lot of stories and content on a daily basis. I’m interested in what people are saying and what the alleged latest trends are.

A lot of the content I consume I find through social media shares and I get dozens of enewsletters as well. Many of the enewsletters all come at the same time since that’s the best send time, according to research, which didn’t consider that now everyone would email at that time.

The other day, a well respected content marketer shared a link to a blog I hadn’t heard of and the topic sounded halfway interesting so I clicked to read more. 

The article loaded and the second I started reading I received a pop-up for the enewsletter signup. Now, I know those pop-ups work so I typically don’t argue too much about them – and even recommend them. I use them from time to time as well.

So I signed up for the enewsletter, because, well, the site came highly recommended. Once I did that, it sent me to a “welcome to the newsletter page” that explained to me what to expect and offered ideas for “what to read next” and what was good on the site.  What happened to the article? Could you send me back there, please?  Who uses the back button anymore?

The writer is probably wondering why his visitors’ time on page is so low. No worry, buddy, it’s not you or me. It’s the newsletter. Ha.

There’s a fine line when converting social media visitors to enewsletter subscribers. For the readers’ sake let’s stay on the right side of it. If somebody came to read something of interest to them, make sure they get the chance to read it.


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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 ctrappe@christophtrappe.com 319-389-9853

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