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charging through a hole, your successful strategy is multi-dimensional, a
function of:
Space: What is the point of strategic leverage?
Time: How long will the space (or niche) exist?
Speed: How fast can you run though the gap and maintain the pace ahead
of your competitors?
Strength: What special talents do you need on our team to take advantage
of the gaps you find?
In an ideal world, a strategic committee would review these dimensions
constantly and revise as needed, depending on the structure of the business.
We’re at the end of the book and I want to conclude by looking into the
future. Here are four final thoughts on where you might take the Content Code
next.
Igniting content offline
One of the greatest challenges marketers face is that most of the time, even when
we do a great job igniting our content, we don’t even know it’s happening.
Several research studies1 show that 70 percent of the content sharing going
on in the world is taking place on so-called “dark social” channels such as email,
text messaging, or other private, peer-to-peer platforms. It’s impossible to see
and monitor these channels compared to public social networks such as
Facebook, Twitter, Instagram, and Pinterest. About one-third of all people share
content only on dark channels, meaning the activity of these fans is virtually
undetectable.
People tend to share different types of information through light and dark
social channels. Consumers generally share politically correct or socially
acceptable content in light social channels but share important content such as
financial news and political opinions via dark channels.
But there is another form of transmission we haven’t covered that is also
quite important—word-of-mouth discussions and recommendations. So far,
we’ve only looked at online social transmission. What percent of all word-of-
mouth transmission occurs online? 50 percent? 60 percent? Maybe even higher
than that?
The actual number is 7 percent according to a study by Keller Fay Group.2
We tend to overestimate this number because the online version of word-of-
mouth transmission is so easy to see and record for measurement purposes.
