Page 22 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

to scratch out a presence, it seems that no amount of work gets us noticed. How
do we crack this code?”

Indeed. What IS THE CODE?
Others were beginning to uncover clues to this formula, too. My friend
Marcela DeVivo, an SEO specialist, business owner, and blogger in Los
Angeles, expressed a similar frustration with her content failures:

“I wrote a post about social media audits and published it on my blog.
It received no comments or social activity AT ALL. I later submitted
the exact same piece to the Social Media Today website. It was
tweeted hundreds of times and I also had some great responses across
the blogosphere.

So much for great content. It’s the exact same article, but since my
blog doesn’t have authority or community, it wouldn't have been found
or read regardless of the quality of my work.

I think at this point the focus has to move from content creation toward
the idea of building community, developing strategies to distribute the
content, and marketing to promote every piece.”

Marcela hit on some more suspicions that point to the elusive Content Code:
Regardless of quality, content marketing success must also include community,
distribution, and promotion.

The Mirabeau miracle

Consider one more example that points to the secrets to content marketing
success in an information dense world.

A few years ago, I was approached by a friendly fellow named Stephen
Cronk for help on a new marketing strategy. Here’s a summary of his story:

He left his corporate job in London and moved his family to the Provence
region of France.
In the teeth of a recession and with no previous winemaking experience, he
started a new winery called Mirabeau.
He had 600 established competitors—and that was just in Provence!

This was a tough assignment, but I do love a challenge, and most important, I