Page 10 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

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,