Page 125 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

Let’s connect some dots between viral, SEO, and content type through a case
study. Take a look at this chart that shows traffic to my blog over the course of a
year:

As you can see, there were three posts that drove extraordinary traffic to my
website in this year. These are the posts:

January: “Content Shock,” introducing an idea of economic evaluation of
content3
June: “70 Rising Stars of Social Media,” highlighting lesser-known
marketing talents4
November: “A Speech You Will Never Hear Again,” revealing how
personal pain had a silver lining5
These posts would be considered hero content based on my definition in
Chapter 2. To review, this pattern companies use to build a brand over time
requires three types of content:
Hygiene content, which takes care of everyday customer needs and is the
most likely target for search engine traffic.
Hub content, which tells a deeper story and connects people to your brand.
Hero content, which creates broad awareness through viral distribution.
Of these, hero content is by far the most difficult to produce. You just can’t