Content marketing: Telling Meaningful Stories

Some channels get more attention than others

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I record many shows on the DVR. Many of them I don’t find the time to watch – ever. Perhaps, the DVR playlist has replaced the stack of printed magazines I used to intend to read. I try to pay attention to all the shows, but there just isn’t enough time.

But I do play back some shows – sometimes moments after they are finished.

On July 12, 2014, I was watching the previous night’s showing of the “Tonight Show Starring Jimmy Fallon.”

I was kind of listening to the TV while checking Twitter and email on the iPad.

That’s not really that unusual anymore. According to this July 10, 2014, Forbes article  56 percent of Americans engage in another digital activity while watching TV. This is called screen stacking. Sometimes people call it the second screen. I seem to pay more attention to the second screen than the first screen a lot of times.

I do that all the time. I’m not sure the last time, I only watched whatever was on TV.

Jimmy Fallon did his little thank you bid on TV and the DVRed show ran through it. I caught a couple of the thank yous. Then a Tweet from the Huffington Post arrived and linked to this post, which showed the exact same clip I just ignored on TV.

I clicked and watched it on my iPad with undivided attention. In fact, I paused the same show still playing on TV.

An audience’s division of attention is certainly something that we need to continue to consider. As we are sharing our stories, it’s important to pick as many of the relevant channels as possible to share our stories with our audiences.

It’s the only chance we have to be heard. Even if we do everything right a specific message might still not reach everyone possibly interested in the topic or message.

Take Jimmy Fallow, for example. He has millions of viewers according to the Hollywood Reporter. I record every one of his episodes. I enjoy them. I certainly don’t watch them all. I watch them when I can, sometimes on the DVR, sometimes I catch a link on Twitter or a video on YouTube. I can catch his content in all those places. Not all of it, sure, but bits and pieces are available. Sometimes, that’s all I have time for anyway.

A good reminder for all of us: Be where your audience is.


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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