Page 34 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

We’ve established that great content is rarely enough to assure success. Great
content is simply the table stakes needed to earn a seat at the table. I’m not going
to cover tips and tricks about writing for the web or creating epic videos. Those
topics have already been effectively covered in many other places. We’re here to
plow new ground.

So here is the starting line for this race: You need great content.
Let me repeat: You need great content. But then what?
This is where the Content Code takes over. Content that rises and is
discovered through search is a mixture of art, science, and magic that includes
these six factors:

Brand development
Audience and Influencers
Distribution, Advertising, Promotion, and SEO
Authority
“Shareability” embedded into each piece of content
Social proof and social signals

Now, if you’re paying close attention—and I’m sure you are—the first letter
of each piece of the Content Code spells out BADASS.

I consider this a giddy coincidence and perhaps the highlight of my
professional career. I’m tempted to end the book right now as I’m sure there is
nothing I can write that can ever top this. I bet you didn’t see that coming did
you? You should send me a selfie right now with the look of surprise and
amazement on your face. #BadassSelfie

Okay, time to settle down. We must get back to the topic at hand, for this is a
serious book for serious people. What does this BADASS thing really mean?

Provided you start with great content (did I already mention that?), if you
commit to continuously working on these six factors you’ll begin to crack the
code. Although the six factors have been written about in bits and pieces by
many talented experts (whom I call on to help tell the story), this is the first time
the entire Content Code has been assembled in a cohesive way, in one book.

In the chapters that follow, we will dive into each of these factors in detail,
but the overall recipe for how you execute your plan is up to you. You see,
there’s no simple strategy that fits everybody …

A business competing to sell discrete items in an eCommerce environment
will want to emphasize brand building and search optimization.
A lawyer, management consultant, or accountant will probably want to