Marketing and SalesContent MarketingDigital Marketing
Mark Schaefer’s 2015 book “The Content Code” dives into the complexities of digital and content marketing, offering strategic insights into how businesses can ensure their content is not just produced, but seen and shared widely. It breaks down the often perplexing world of content marketing into actionable steps, focusing on what Schaefer refers to as the “six essential strategies” to ignite your content and make it shareable.
Introduction
Schaefer begins by discussing the challenge of creating content that stands out in a crowded digital landscape. He points out that despite the abundance of high-quality content, very little actually gets noticed because it fails to connect and engage with audiences at a deeper level. He introduces the concept of “ignition” as a critical step beyond creation and distribution; it’s about transforming useful content into must-share content.
The Six Essential Strategies for Igniting Your Content
1. Brand Development
Key Points:
- Humanizing the Brand: Successful content marketing hinges on creating a strong and relatable brand. Schaefer emphasizes the importance of humanizing your brand, making it approachable and trustworthy.
- Brand Consistency: Consistency across all channels fosters recognition and trust.
Examples:
- Case Study: Schaefer discusses the example of “Monument Valley,” a simple mobile game that achieved extraordinary success through a strong, memorable brand identity.
Action Steps:
- Define Your Brand Voice: Develop a clear and consistent brand voice that resonates with your target audience.
- Engage Authentically: Show the human side of your business through behind-the-scenes content, personal stories, and genuine interactions.
2. Audience and Influencers
Key Points:
- Understanding Your Audience: Conduct thorough research to understand audience behaviors, preferences, and needs.
- Leveraging Influencers: Collaborate with industry influencers who can amplify your content’s reach.
Examples:
- Case Study: Schaefer explains how the fitness brand “CrossFit” successfully tapped into micro-influencers within the fitness community to expand its reach.
Action Steps:
- Create Audience Personas: Develop detailed personas for your target audience to tailor your content effectively.
- Build Relationships with Influencers: Identify and build relationships with key influencers in your industry through social media engagement and collaboration opportunities.
3. Content Distribution
Key Points:
- Strategic Distribution: Simply creating content is not enough; effective distribution is essential. Schaefer outlines several channels for content distribution, including social media, email marketing, and partnerships.
- Paid Promotion: Don’t shy away from investing in paid promotions to boost visibility.
Examples:
- Case Study: The book highlights how “BuzzFeed” uses a mix of organic and paid strategies to distribute their content extensively.
Action Steps:
- Diversify Distribution Channels: Identify and utilize multiple channels to distribute your content. This could include social media, email newsletters, guest blogging, and partnerships with complementary brands.
- Allocate Budget for Paid Promotion: Set aside part of your marketing budget for paid promotions on platforms like Facebook, LinkedIn, and Google Ads.
4. Social Proof and Social Sharing
Key Points:
- Encouraging Social Sharing: Content needs to be compelling enough for people to share it. Schaefer delves into psychological triggers that encourage sharing.
- Building Social Proof: Social proof, such as testimonials, reviews, and user-generated content, can enhance credibility and encourage more shares.
Examples:
- Case Study: He cites the example of “ALS Ice Bucket Challenge,” which garnered massive online engagement through social proof and participation.
Action Steps:
- Include Share Buttons: Make sharing easy by incorporating social sharing buttons on all content pieces.
- Feature Testimonials: Showcase testimonials, reviews, case studies, and user-generated content prominently on your website and social media profiles.
5. Content Optimization
Key Points:
- SEO Best Practices: Optimize content for search engines to improve visibility.
- A/B Testing: Regular testing and optimization of content elements like headlines, images, and calls-to-action.
Examples:
- Case Study: Schaefer examines how the company “Moz” continually optimizes their content for SEO, turning their blog into a go-to resource for digital marketers.
Action Steps:
- Optimize for SEO: Conduct keyword research and implement on-page SEO best practices, including meta descriptions, keywords in headings, and internal linking.
- Conduct A/B Testing: Regularly perform A/B tests on different elements of your content to determine what performs best and make data-driven improvements.
6. Behavioral Triggers and Data-Driven Decisions
Key Points:
- Understanding Triggers: Identify the emotional and psychological triggers that drive engagement.
- Using Data Analytics: Leverage data analytics to refine content strategies and make informed decisions.
Examples:
- Case Study: The effectiveness of behavioral triggers is illustrated through the success of the “Dollar Shave Club” launch video that combined humor and relatability.
Action Steps:
- Identify Engagement Triggers: Use analytics to identify which types of content elicit the most response from your audience.
- Regularly Review Performance Metrics: Continuously monitor and analyze performance metrics to understand what works and make data-driven adjustments to your strategy.
Conclusion
“The Content Code” by Mark Schaefer offers a deep dive into the art and science of content marketing, emphasizing that creating content is just the beginning. For content to truly succeed, it must be ignited through effective branding, audience engagement, strategic distribution, social proof, content optimization, and data-driven strategies.
When applied thoughtfully, these strategies can transform good content into extraordinary, must-share content that resonates with audiences and achieves business objectives.
To sum up, any individual or business can take specific, actionable steps to enhance their content’s shareability and impact:
- Define a strong, relatable brand voice and engage genuinely with your audience.
- Develop detailed audience personas and collaborate with key influencers.
- Use a mix of distribution channels and allocate budget for paid promotions.
- Encourage social sharing through psychological triggers and build social proof.
- Optimize content for SEO and continuously test and tweak content elements.
- Leverage data analytics to identify what drives engagement and make informed decisions.
By embracing these six strategies, marketers can unlock the full potential of their content, ensuring it not only reaches but engages and converts the target audience.