The 6 Elements of The Content Code

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:

  1. Brand development
  2. Audience and Influencers
  3. Distribution, Advertising, Promotion, and SEO
  4. Authority
  5. “Shareability” embedded into each piece of content
  6. Social proof and social signals

– from “The Content Code” by Mark Schaefer

Social media – don’t expect your publisher to do it for you!

Not long ago, the norm in the publishing industry was that publishers would find great writers, publish their books, and take care of publicity in order to help the author become known.  This is no longer the case!  More and more, publishers expect an author to have already developed their online platform (social media, website, email, etc.) before they get a book deal. (This is even more the case for large publishers; smaller publishers are a bit hungrier.)

Why is this?

  • Publishers are under increased financial pressure
  • So they are forced to do less, and count on the author more
  • They focus on few authors; generally authors who they already work with
  • Publishing has become more of a “hits” business – similar to music or venture capital – where they are looking for the “big hit” that will make up for all of the books that don’t become bit hits

So what WILL a publisher do for you? Generally they will help you promote your book during a few months before it is released. And they will give you advice on how to do the rest yourself.

But the good news is: Success at social media is not as difficult, time consuming, or expensive as you might expect.  Particularly if you have someone to help you get started.  Contact us to learn more!

Get in touch!