Mark Schaefer is a globally-recognized blogger, speaker, educator, business consultant, and author who blogs at {grow} — one of the top marketing blogs of the world. He specializes in social media training and clients include both start-ups and global brands such as IBM, AT&T, Johnson & Johnson, Adidas, and the UK government.
Content has no economic value unless it moves. Mark believes that marketers need to add a new component to “the formula,” and that missing piece is ignition.
Brand power isn’t coming through content its coming from content transmitted by friends. Content is not the finish line, but the starting line.
People share their content because:
- Self-identity
- An act of generosity and kindness
- A symbol of love and support
The dilemma: People share content for intrinsic, emotional reasons. Companies try to get you to share their content for economic reasons.
So, what’s the content code?
- Brand development
- Audience and influencers
- Distribution, advertising, promotion, SEO
- Authority
- Social proof and social signals
- Shareability of content
Follow Nicole on Twitter for more social media marketing takeaways: @WTWH_Nicole.