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.
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About the author
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.
Top reviews from the United States
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- Reviewed in the United States on January 26, 2018
- Reviewed in the United States on March 30, 2015
- Reviewed in the United States on August 23, 2015
Top reviews from other countries
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Stephan ButzkeReviewed in Germany on February 7, 2020
Sichtbarkeit im Netz durch Alpha-Nutzer
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- FrithjofReviewed in Canada on August 7, 2016
In a world of copy and paste, it's refreshing to read The Content Code
- Sam McFarlaneReviewed in the United Kingdom on November 17, 2015
Lots of tips and practical advice
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.Sam McFarlaneLots of tips and practical advice
Reviewed in the United Kingdom on November 17, 2015
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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