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The Content Code: Six essential strategies to ignite your content, your marketing, and your business Paperback – March 5, 2015

4.5 4.5 out of 5 stars 277 ratings

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Named world's best SEO book by Book Authority and one of the top five business books of the year by INC magazine!Mark W. Schaefer has delivered a path-finding book exploring the six factors that will help you break through the overwhelming wall of information density to win at marketing now … beyond content, beyond social media, beyond web traffic and Search Engine Optimization. The Content Code starts where your current marketing plan ends, and provides the launch code for next-level success. The book dives deeply into the true value of social media marketing and the steps companies need to enable to achieve measurable results. A pioneering book that explores the psychology of sharing, it is also highly practical, offering hundreds of ideas that can be used by organizations of any size and any budget.Book highlights include in-depth explorations on the connection between brand and content transmission, a focus on audiences that will move content, practical steps to build "shareability" into all your content, and the new role of promotion, distribution and SEO in a very competitive, digital world.Unlock your business value, unleash your audience, and uncover the six digital secrets of The Content Code.
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Editorial Reviews

About the Author

Mark W. Schaefer, the author of The Tao of Twitter (2011 with new editions in 2012 and 2014), Return On Influence (2012), Born to Blog (2013), Social Media Explained (2014), and The Content Code (2015), is a globally-recognized educator, speaker, business consultant, and author. His well-known blog {grow} (www.businessesGROW.com), is one of the most accalimed marketing blogs of the world. Mark has worked in global sales, PR, and marketing positions for nearly 30 years and now provides consulting services as Executive Director of U.S.-based Schaefer Marketing Solutions. He has advanced degrees in marketing and organizational development and holds seven patents. Mark enjoys teaching social media marketing courses and is a faculty member of the graduate studies program at Rutgers University and has lectured at many universities including Oxford and Princeton. He is a popular public speaker and has appeared in the WSJ, New York Times, Wired, Forbes, Fortune, CBS News, and many other global media outlets.

Product details

  • Publisher ‏ : ‎ Mark W.\Schaefer (March 5, 2015)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 258 pages
  • ISBN-10 ‏ : ‎ 0692372334
  • ISBN-13 ‏ : ‎ 978-0692372333
  • Item Weight ‏ : ‎ 10.4 ounces
  • Dimensions ‏ : ‎ 5.5 x 0.59 x 8.5 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 277 ratings

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Mark W. Schaefer
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Mark W. Schaefer is a futurist and the bestselling author of some of the world's most beloved marketing books. He is the author of the world's first book on influencer marketing ("Return On Influence"), the bestselling book on Twitter ("Tao of Twitter), and seminal books like "The Content Code," "KNOWN" and "Marketing Rebellion" which are used as assigned texts in more than 50 universities.

His epic new book, "Belonging to the Brand: Why Community is the Last Great Marketing Strategy," is a spellbinding view of the massive potential of brand communities that can not only benefit businesses, but actually help heal the mental health challenges of our age. "Belonging to the Brand" soared to number one in the marketing category on Amazon, the sixth time Mark has achieved that status.

Mark's books weave significant research with gripping storytelling, humor, and remarkable insights that place him among the most respected authors in the genre. His books have been translated into 20 languages and appear in more than 800 libraries.

The popularity of his books propelled Mark into a career as a captivating keynote speaker. He has spoken in more than 50 countries and on major stages such as SXSW (three keynotes), Social Media Marketing World (9X) and prestigious annual events like the American Bar Association, American Bankers Association, and the European Union's business think tank.

He is a globally-recognized educator, business consultant, and innovator (with seven patents). His well-known blog {grow} (www.businessesGROW.com), is one of the most acclaimed marketing blogs of the world and his Marketing Companion podcast, now in its tenth year, is in the top 1% of all business shows on iTunes.

He has advanced degrees in marketing and organizational development and has worked with AT&T, Microsoft, Pfizer, AllState Insurance, Adidas, and dozens of other global brands. He was the host and producer of Dell's first podcast. Mark is a faculty member of the graduate studies program at Rutgers University and has lectured at many universities including Oxford and Princeton. He has appeared as an expert marketing resource in the WSJ, New York Times, Wired, Forbes, Fortune, CBS News, and many other global media outlets.

Customer reviews

4.5 out of 5 stars
277 global ratings

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Customers say

Customers find the book's content valuable and inspiring, with useful ideas and tactics. They describe it as a great read from start to finish. The advice is practical and helpful, with examples and explanations. Readers appreciate the author's sense of humor and find the book entertaining at times. They find the book provides a perfect blend of strategy and tactics.

AI-generated from the text of customer reviews

33 customers mention "Content value"33 positive0 negative

Customers find the book's content valuable. They say it introduces useful concepts like an Alpha Audience and provides inspiring ideas for marketers to implement. The perspective clearly identifies the challenge of content explosion and the smartest way of cutting back. Readers appreciate the author's theoretical thinking and real-world experience, as well as his insight into creating shareable content. Overall, they find the book an excellent resource for learning content marketing from an expert with both theoretical and practical knowledge.

"...expert in his field both because of natural ability and a burning intellectual curiosity that led him to go out and learn, learn and learn some more...." Read more

"...to building greater emotional connection and stronger relationships with your core fans, and •..." Read more

"...There's lots of good information on how to create content that is unique, useful and that sets you apart from the all the noise that is competing..." Read more

"Mark Schaefer's Content Code is so good I've been reading in two stages: First, to follow the arc of the book, front-to-back and Second, working..." Read more

31 customers mention "Readability"31 positive0 negative

Customers find the book readable and engaging. They appreciate its concise, accurate descriptions of the climate and well-articulated thinking behind the content. The book provides a powerful guide on how to succeed.

"...Mark provides a concise, spot-on description of the climate and pivots to that "what's next" - where the real battle is won marvelously...." Read more

"...This is an awesome book Mark and I can’t recommend it highly enough." Read more

"...This is an easy read, but as a social media marketer, I found a lot of the information to be very basic and I quickly found myself just skimming..." Read more

"...It's THAT vital... Mark is a natural writer. While expert, his tone is also conversational...." Read more

16 customers mention "Advice quality"16 positive0 negative

Customers find the advice in the book useful and practical. They appreciate the explanation on why it's difficult to be discovered online, as well as the creative ideas and helpful information on how to create unique content. The book provides good information on where to start and how to ignite content.

"...And the research and stats he cites are all relevant and of great use. That's true of the case studies as well. 6...." Read more

"...There's lots of good information on how to create content that is unique, useful and that sets you apart from the all the noise that is competing..." Read more

"What I love about this book is that it's useful. The entire fourth chapter provides quick tips—things you can implement today—for igniting content...." Read more

"...This book is packed full. It is not just theoretical, it is practical. As I mentioned earlier, it is a road map...." Read more

6 customers mention "Humor"6 positive0 negative

Customers enjoy the humor. They find it easy to read and entertaining at times.

"...While expert, his tone is also conversational. He has a great sense of humor and, while arriving at the appropriate BADASS anagram for his..." Read more

"...Mark W. Schaefer's combination of humility, humor, and real-world practicality make this book an eye-opener for digital marketing new comers and..." Read more

"...The book is well written, funny as it is insightful and I promise you'll walk away with plenty of actionable ideas. Highly recommended!" Read more

"Mark is a brilliant, big hearted, funny guy and all that is in this book. Read it and it will transform your marketing...." Read more

5 customers mention "Strategy"5 positive0 negative

Customers find the book's strategies a good blend of strategy and tactics. They say the strategies are solid, though some are rehashed.

"...4. Precisely perfect blend of strategy and tactics...." Read more

""The Content Code" is chock full of ideas and tactics to help you rise above the din of our content saturatedworld...." Read more

"...Not so with The Content Code. The strategies are excellent and practical, the research well-documented and/or attributed, and the insights/thinking..." Read more

"...Schaeffer mixed the perfect blend of concepts and tactics...." Read more

Solid strategies, many rehashed, but worth a read.
4 out of 5 stars
Solid strategies, many rehashed, but worth a read.
The cover promises “Six Essential Strategies for Igniting Your Content, Your Marketing, and Your Business.”Our book club used this as a selection. One question we discussed - Does it deliver on that promise? Does it really offer six important, unique strategies? Some folks said. said, “well, kind of,” and others said no.”Despite over promising (and under delivering) on that promise, the book is well worth a read by people responsible for attracting new customers and assisting the sales process with great content.
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Top reviews from the United States

  • Reviewed in the United States on January 26, 2018
    Mark's book is remarkable. It's best-in-class and it's not close - and that's with several other terrific content marketing titles out there. Mark is very much the BADASS in breaking through what might well be the content shock of shelves filled with hundreds of books on content. The book grabbed me very early on and never let go and that's a rare experience for me. I read constantly and as a result, it's not necessarily easy to get me to enthusiastically engage with the text. Here, I was all in before I knew what hit me, Things I love:

    1. A coherent framework based on actionable key principles that is reasserted throughout the book in order to drill it in to the reader, make connections between core tenets, show them in action, etc. '

    2. I so appreciate Mark's stating upfront that his assumption is that the reader's organization already has great content and that that's the bare minimum,. He's right and his being honest on that point early on established trust. That assumption also has the benefit of moving Mark's book far into the realm of the "marketing" component of content marketing. Several good titles in the area get bogged down in building the content strategy and never ultimately get past it.

    3. A frank and accurate description of the current climate being saturated with content. Understand that while it's a true statement, it's not necessarily a safe one if you want to just sell books. it would be regrettable, but the occasional reader might well stop there - "oh, content marketing is full, fine.." And others won't be up for a challenge, they'd rather be told it's easy. Mark provides a concise, spot-on description of the climate and pivots to that "what's next" - where the real battle is won marvelously.

    4. Precisely perfect blend of strategy and tactics. If you draft strategic communications plans for a living, while they won't be book length, this is what you look for: a broad goal, two or three strategic imperatives that must be accomplished to bring that goal to life and ultimately (skipping target audiences and channel strategy) tactics. If you've written your plan well, every tactic ladders back to a broader imperative. In other words, there's no room for tactics that don't further the strategic objective. Mark does it beautifully. There wasn't a moment in this book where I forgot where I was, felt like I had a lack of context, etc. By laying out the tactics actually relevant to accomplish the strategy, Mark first makes such accomplishment infinitely more likely and second provides a road map for the book that sticks with you.

    5. I van't emphasize enough how glad I was to see numerous references and citations. I have no use for a guru who thinks he or she has reached some special status where research is no longer necessary and aimless rambling takes hold. Obviously that's not Mark. He clearly his a first-rate mind that burns to learn and share knowledge. That makes for all the difference in terms of the substantive quality. It also makes clear Mark's enthusiasm and passion, which jump off page. There's no boring in this book and one senses Mark was never bored writing it. And the research and stats he cites are all relevant and of great use. That's true of the case studies as well.

    6. The program laid out is actionable and it's measurable. Not saying our agency has implemented it in the two days I was reading the book (though I can assure you, we will). For me, part of "actionable" is a set of at least a few rules or best practices that are inviolate and I appreciate Mark providing those. He's an expert. I'd rather the expert guide me and if I must exercise discretion later on, so be it. I'd just as soon the expert not spend his time telling me I have all these choices. For each of the six core elements of the Code, there must be at least 25 actionable insights that could very easily be made into checklist or dynamic workflow map and drive a process. For us anyway, that'd be a huge value-add.

    7. There's a certain segment of marketing books where the author writes with lots of excitement, looking to pump up everyone but ultimately in terms of intellectual content, comes up substantially light. Couldn't be further from the case here. You get the sense of having a conversation with a man who's become a leading expert in his field both because of natural ability and a burning intellectual curiosity that led him to go out and learn, learn and learn some more. Not a page is wasted. There's more insight in 252 power-packed pages than in many treatise long textbooks.

    8. Without having the space to discuss in detail, the strategies and tactics for each core component of ignition seem to work beautifully together. I'm left with the sense that this program offers the best shot out there at breaking through the clutter.

    Thanks very much to Mark for writing what is to me already a classic., I come from a corporate law and finance background while I read constantly, naturally, at that time I was knee deep in those subjects, In my six years in marketing, I've managed to make it through several hundred books on all aspects of the genre. I mention that only to inform my conclusion. I'm prepared to call The Content Code as at minimum, in that elite category of the very best (the count on one hand best). And it may well simply be the best.
    8 people found this helpful
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  • Reviewed in the United States on March 30, 2015
    I had the great pleasure to meet and spend an hour with Mark Schaefer, the author of this book, at Social Media Marketing World 2015 conference. And I was fascinated by our conversation about the serious challenges facing even the best of content creators today, whereby…

    …You may be creating the most terrific content going and yet, because of the rising, unceasing tsunami of noise online, find yourself failing to win the engagement you know/believe your content deserves.

    I downloaded Mark’s book that evening and simply couldn’t put it down. In fact, it was such a page-turner that I read it one 4 hours + burst.

    Here’s why I found it so compelling. It’s wonderfully clear and engaging about:

    • How great material is going unseen/unheard as a result of content shock – as the ‘average adult, who simply can’t fit any more content consumption into a day’ is finding it increasingly difficult to wade through the ‘oceans of content being produced’ to find interesting stuff
    • Why content creation can no longer be thought of an end point; it has be considered a start – where an ‘ignition plan’ is now needed to win eyeballs, attention, and sharing (which you need to be found and trusted)
    • The reasons why most people aren’t interested in sharing your content and how to appeal to those who do/might do so
    • Why everyone needs to pay attention to building greater emotional connection and stronger relationships with your core fans, and
    • The elixir of combining emotional appeal with focus and value

    And if there was one story that brought home the importance of the second last of these, it was when Mark managed to raise $6,000 in a week for a charity that helps at risk children in just a week via social media. Despite this awesome result, closer inspection of who had answered the call with such generosity illustrated how unresponsive weak or vicarious online connections really are.

    Mark’s messages regarding exactly why and how online marketers need to up their ante when it comes to relationship marketing (which needs to extend to offline connection), their emotional appeal, the real (of the non ‘me too’ variety) value of insights they share, and the level of trust they earn need to be heard.

    This is an awesome book Mark and I can’t recommend it highly enough.
    One person found this helpful
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  • Reviewed in the United States on August 23, 2015
    Business owners who want to use social media marketing but need help developing decent content will benefit from this book. There's lots of good information on how to create content that is unique, useful and that sets you apart from the all the noise that is competing for everyone's attention on social media. One of my favorite lines from this book is " The best brands recognize that the nature of marketing has fundamentally changed because the expectations of consumers has changed. They're people who want to be treated like people, not targets." This book shows you how to use social media to reach customers at the human level. This is an easy read, but as a social media marketer, I found a lot of the information to be very basic and I quickly found myself just skimming through the pages hoping for some new insights. Bottom line I would definitely recommend this book to the person who is new to social media marketing, it's easy to read and Mark's insights are useful. However marketing pros may not find anything new in this book - but it's a good one to have in your collection.
    13 people found this helpful
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Top reviews from other countries

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  • Stephan Butzke
    5.0 out of 5 stars Sichtbarkeit im Netz durch Alpha-Nutzer
    Reviewed in Germany on February 7, 2020
    „Content is King“ ist eine Prämisse, deren Niedergang Mark Schaefer in diesem Buch aus dem Jahr 2015 feststellt. Heute, fünf Jahre später, geistert diese Prämisse noch immer durch Marketingabteilungen und -agenturen. Das Buch ist also nach wie vor aktuell und auch stilistisch – wie alle Bücher von Mark Schäfer – ein Goldstückchen.

    Es geht darum, dass das Internet inzwischen so vollgestopft mit hervorragenden Inhalten ist, dass auch der geistreichste Content allein nicht mehr für gute Sichtbarkeit im Netz sorgen kann. Der „Content Shock“ hat den „Content King“ entthront. An seine Stelle ist die „Content Ignition” getreten, die schon vor der Schaffung der Inhalte strategisch geplant werden muss.

    Im Mittelpunkt steht dabei das Teilen der Inhalte durch die Nutzer. Da der durchschnittliche Nutzer Inhalte zwar gerne liest und liked, aber nur sehr ungern teilt, muss eine „Alpha Audience“ geschaffen werden. Das sind Fans, die eine so enge Bindung an die Inhalte und die dahinterstehende Marke entwickelt haben, dass sie eigene psychische Bedürfnisse befriedigen, wenn sie den Content teilen. Deshalb müssen diese Bedürfnisse schon bei der Schaffung der Inhalte den Ton angeben. Das ist die größte Herausforderung. Hinzu kommt die anspruchsvolle Aufgabe, eine lebendige Community an Alpha-Nutzern aufzubauen und zu pflegen.

    Wie das funktionieren kann, beschreibt Mark Schaefer anhand eines sechsstelligen „Content Code“.
  • AliceL
    5.0 out of 5 stars Un must-have de ma bibliothèque
    Reviewed in France on September 9, 2017
    Un livre fluide et d'une grande richesse pour aborder la question du content marketing avec justesse.
    C'est le genre de livre que vous lisez d'une traite avant d'y revenir des millions de fois pour l'annoter, revoir un passage, l'appliquer à son propre business.
  • Bely
    5.0 out of 5 stars I recomend it
    Reviewed in Mexico on November 22, 2016
    I havent read all the book yet, but I started to apply some of the recomendations of content at my facebook page and it really works, its not as simple as it looks but it helped me to see how can I improve my post so people can be engaged and share it easily, so I can increase the likes on my page, and have more possible clients. I really recomend this book.
  • Frithjof
    5.0 out of 5 stars In a world of copy and paste, it's refreshing to read The Content Code
    Reviewed in Canada on August 7, 2016
    I’ve been a fan and regular reader of Mark’s blog {grow} for a number of years now and I have recommended and given away his last book Social Media Explained because I consider it one of the best books to explain how social media works. The Content Code is his latest publication and it is a game changer for me.

    The world of social media content creators is full of those of us who read books and blog posts and then republish it in our own words. People like Mark Schaefer go beyond this and create original content worth reading and digesting. The Content Code is another example of this. I just finished reading it the first time and the book is filled with my annotations and little post-it stickers marking passages that “ignited” my mind by offering seeds for my own thoughts. I can now work through it again, expand on these thoughts to write my own content, and teach my own “alpha audience” about what I learned from Mark.

    I highly recommend it to anyone that wants to be successful with publishing content!
  • Sam McFarlane
    5.0 out of 5 stars Lots of tips and practical advice
    Reviewed in the United Kingdom on November 17, 2015
    So, I feel a little late to the party here as I have not read Marks blog or his previous books. I picked this up while looking for a book I use at work and for my own personal blog. The book is chunked into easy to read chapters and is full of useful insights, links, tips and words of caution. I suggest you buy one of those little mini post it tabs for when you read this as you will undoubtedly need to go back and follow up on lots of points.

    There’s a bit of theory in there to explain the premise of concept before the tip come in which I found useful when going over parts I was new too. Writing it this way allows you to be able to share the information in the book and explain why it's useful. Not a lot of books do that!

    Overall worth a read and don't forget the mimi post its!
    Customer image
    Sam McFarlane
    5.0 out of 5 stars
    Lots of tips and practical advice

    Reviewed in the United Kingdom on November 17, 2015
    So, I feel a little late to the party here as I have not read Marks blog or his previous books. I picked this up while looking for a book I use at work and for my own personal blog. The book is chunked into easy to read chapters and is full of useful insights, links, tips and words of caution. I suggest you buy one of those little mini post it tabs for when you read this as you will undoubtedly need to go back and follow up on lots of points.

    There’s a bit of theory in there to explain the premise of concept before the tip come in which I found useful when going over parts I was new too. Writing it this way allows you to be able to share the information in the book and explain why it's useful. Not a lot of books do that!

    Overall worth a read and don't forget the mimi post its!
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