The Content Code: Six essential strategies to ignite your content, your marketing, and your business

166 Pages·2015·0.98 MB·English

The
Content Code

SIX ESSENTIAL STRATEGIES FOR IGNITING YOUR CONTENT, YOUR
MARKETING, AND YOUR BUSINESS

MARK W. SCHAEFER
This book was produced in part through the generous
patronage of Dell Inc. and gShift. Please support the
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Copyright © 2015 by Mark W. Schaefer
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Library of Congress Cataloging-in-Publication Data Schaefer, Mark W.
The Content Code: Six essential strategies to ignite your content, your
marketing, and your business Mark W. Schaefer - 1st ed.
ISBN-10: 069237233
For my Alpha Audience. We create content but content also creates us. This is
for those who read, think, and grow with me each day.
Other Books by Mark W. Schaefer
The Tao of Twitter
Return on Influence
Born to Blog (with Stanford Smith)
Social Media Explained
Table of Contents
Introduction
CHAPTER ONE The Ignition Switch
CHAPTER TWO Structure, Strategy, and the Content Code
CHAPTER THREE Building Shareability into Your Content
CHAPTER FOUR 22 Practical Ways to Achieve Content Ignition
CHAPTER FIVE Building an Alpha Audience
CHAPTER SIX Borrowing Trust
CHAPTER SEVEN The Heroic Brand
CHAPTER EIGHT Distribution, Advertising, Promotion, and SEO
CHAPTER NINE Social Signals and Social Proof
CHAPTER TEN The Mystery of Authority
CHAPTER ELEVEN The Future of Content and Ignition
References
Acknowledgements
About the Author
Introduction
Each time I’ve written a book, I’ve tried to solve a problem and answer an
important and complex question on the mind of my customers, my students, and
my friends in the business world. My previous books have provided answers to
questions like …

Can you help me figure out Twitter?
Social media is overwhelming … where do I start?
How do I begin and sustain a blog that actually helps my organization?
How do I become significant—perhaps even powerful and successful—on the
web?

So far, so good. As long as I encounter big questions that require more than a
blog post to answer, I suppose I will keep writing books. Here’s the question at
the heart of The Content Code:
I’m a professional marketer working as hard as I can. I’m producing
content, engaging on social media, and spinning right along with the
revolving door of every digital marketing innovation and new
platform. Why is my business not getting anywhere?
Here’s the short answer: Because you’re living in yesterday’s world.
The persistent myth that surrounds much of marketing today is that content is
king. And if you can just produce enough of this scintillating, ripped-from-the-
headlines, epic and amazing stuff … dripping with keywords, stuffed to the
headlines with relevance, decorated with Pinterest-worthy graphics and videos,
and podcasts and listicles … you’ll win.
We’re stuck with a misconception that the most worthy content rises to the
top, scorching the search rankings, and becoming a dazzling beacon for eager
customers. And at one point, that was probably true. Early in the web’s history,
the balance between the content available online and our capacity to consume it
was grossly out of balance. We were insatiable consumers, spending hours
discovering the new information sources coming at us on the emerging World
Wide Web.
But the balance has shifted. Dramatically.
Every company, agency, club, university, non-profit organization, and 13-
year-old kid hoping to break out as the next Katy Perry is pumping out content.
Nearly everyone with access to the Internet has joined the content creation party.
Selfies. Videos. Love poems. Songs. Infographics. Grumpy Cat.
As you look at the future of this business landscape, there is no single trend
that will have a more profound impact on how you market, where you market,
and to whom you market than this overwhelming and uncontainable force of
digital information density.
Of course, if you’re currently working in marketing, PR, advertising,
customer service, or sales, you already know that. The real question is, what do
you do about it?
Answering that question has become my obsession. Are we just going to let
this tsunami of content take us under? Do we play by Facebook’s rules and hand
over our money so we can reach our own hard-earned fans with our content? Do
we just sit by and watch our great work become a de-valued commodity?
No. We need answers and ideas. We need alternatives. And that’s why we’re
here. This is a book about hope, about breaking through this menacing wall of
noise, and winning at marketing now—beyond content, beyond social media,
beyond search engine optimization (if such a thing even exists any more). The
Content Code starts where your current content marketing plan ends, for as
you’ll find out, creating another blog post or video is probably the least of your
worries.
Creating great content is not the finish line. It’s the starting line.
The imperative for your organization today is to unlock your content, unleash
it, ignite it, and somehow convert it to measurable business value within this
shrill world of overwhelming information.
I’ve spent the last year studying this essential concept of content ignition, and
it has changed me. There is a science and psychology behind the act of sharing
content that is awe-inspiring and beautiful and mesmerizing. People share
content for hundreds of reasons, but there is a uniform process behind it
inexorably linked to self-image, caring for others, and even compassion for an
author or brand. It’s an astonishingly intimate experience, a precious symbol of
trust and communion with our content that I had never considered before.
I’ve also discovered that there is indeed a launch code for digital marketing
success, a complex cocktail far beyond mere “promotion.” It’s a program that
can nudge content to the top, help it become discovered, and unlock remarkable
new economic value from the investment made in wonderful posts, pictures,