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

What would you think of a company who unexpectedly delighted you with this message: “We know you’re a Manchester United fan. We saw this awesome photo from the match yesterday and wanted to share the link with you.” That’s the kind of message you would get from a friend. That’s the kind of message that makes you a hero.

Building shareability into your content may be the most important concept in the book.

Audience development is part and parcel of content marketing, and it’s simply not enough to put 1 percent of your effort there. You must create content with your audience and action in mind.

launched a contest encouraging them to tag the images #totewell for a chance to be featured in company advertising.

“If you move into a new community and into a new job, a smart person is going to want to establish credibility within this new area or organization, this new sphere of influence. Otherwise, they’ll never get anything done or never have any fun with new friends.

Pinterest:

building an engaged Alpha Audience through insanely great content and my undivided attention.

every brag may also elicit feelings of inadequacy from your audience.

3. The content was distinctive. Great marketing begins with great content. These pieces were unique and conversational. In all three cases, nothing had ever been written like these posts. I took personal risks with this content, too—taking a stand, trying a new format, providing intense personal disclosure.