Page 124 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

blogosphere, find bloggers who have written similar content, compliment them
on their work, and suggest that they might enjoy the post you’ve written on the
similar topic. In the blogging world, “enjoy” is a euphemism for “share!” Some
resources to help you locate bloggers with relevant content are:

Topsy.com
BuzzSumo.com
Alltop.com
Twellow.com
CircleCount.com

Create a personalized subject line and carefully craft the email so it doesn’t
come across as a form letter. If you make any mistakes in the email (like calling
them by the wrong name!) it’s likely that you have ruined all chances for further
connection. Point out a specific connection between the blogger and the content
you’re bringing to their attention. Did you link to their post? That’s a big hook.

Search Engine Optimization

I’m constantly amazed that the world has created a $30 billion industry designed
to trick Google. Okay, okay, there’s more to SEO than that. And every
marketing plan certainly needs to consider optimizing for search because your
work can’t ignite if it can’t be found.

There are tons of blogs and video sites devoted to the cult of optimizing
content for search. An extensive tutorial is beyond the scope of this book—and
unnecessary because there is simply so much free content out there for you to
enjoy.

Instead, it’s more useful to limit our coverage of this complex subject to the
topic of ignition and three questions: 1) Does SEO ignite content?; 2) Does
social sharing affect SEO?; 3) What do you need to know about SEO to be
effective in moving your content?

Does SEO ignite content?

Without question, considering SEO is essential to getting your content
discovered. Of course, like anything, it’s a matter of degree and the priority type
for investment in SEO will vary enormously by industry and by your objectives.
I suggest that setting priorities for SEO might vary by content as well.