Content marketing: Telling Meaningful Stories

Visited Toronto to talk authentic storytelling with customs agents (and others)

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The Authentic Storytelling Project World Tour 2015 made a stop in Canada. Visiting other countries can always offer us new and different experiences.  It can be quite enlightening. And I’m looking forward to visiting even more new countries in the future to give one of my talks. At least on this trip I remembered to get an international data plan for my iPhone BEFORE I arrived.

Once on the ground, a lot of things are now automated. I swiped my passport in one of those kiosks (think self-checkout at a grocery store).
I still ended up talking to three customs officers before I was allowed in. All wanted to know what I do for a job, what conference I’m speaking at, where it’s being held and so forth.
“What are you going to talk about?” one asked.

“Social media.”
“What about social media?”
“Mostly that people need to stop dumping so many links.”

“Why do they do that?”
“Post so many links?”
“Because they are measuring the wrong thing.”

“OK. Great. Welcome to Canada. Enjoy the conference.”
I could have continued the discussion for hours – as I’m sure you know. Now, why they asked that many questions about it, I don’t know.

It certainly doesn’t get old talking about, though.
I had some tough competition at the conference. The Blue Jays were playing the Texas Rangers at around the same time two blocks away in an important Major League Baseball playoff game. So attendance at my talk was much lower than expected. There was some good discussion and questions, though.

One attendee even suggested that maybe just 20 percent of social media posts should link. That was right before I shared my formula of 60-30-10.

  • 60 percent should be content without links
  • 30 percent should be responding to and resharing other people’s content
  • 10 percent of posts can include links to more

He was close in his analysis after thinking it through. Great minds … or something like that.
Either way, it’s always good to share the stories and concepts that we are passionate about – whether it’s to a paying audience or a customs agent.

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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