I’ve been working through several books as I add to my understanding of what it means to be a copywriter and content marketer in today’s world. Last month, I wrote about The Networked Nonprofit because nonprofits are organizations with which I would like to work more often. This month brings me back to content marketing via Andy Crestodina’s Content Chemistry.
Crestodina’s book composes two parts, lecture and lab. The lecture provides the underpinnings for the lab work, i.e., the application. Both sections are easy to read, but it’s a false sort of easiness. Beneath that easy-to-read style lies thought-provoking information, particularly as it’s tied to ongoing conversations or works from other authors or people who work in the digital space.
The book, instead of trying to cover every facet of content marketing in detail, looks at the intersection of email, SEO, and social. Those three areas are broad enough as they are, and they do carry much of the weight when it comes to content marketing. SEO involves everything from website copy to blog posts and link-building and even intrudes upon email newsletters. Email, in turn, returns traffic to the site that has been optimized for SEO. Social aids both those things; social is a promotion tool that creates an initial furor or buzz and can contribute to a longer-lasting one. That, though, depends on the quality of the content and the ease with which a person can reach and share that content.
For me, the book reiterates the concept of the circle. Everything is related to everything else. SEO, social, and email affect and intertwine with each other. They might have their own quirks, but they are part of a collaborative effort: they are meant to increase traffic and to convert that traffic into leads and customers.
Have you read Content Chemistry? What are your thoughts on the intersection of social, SEO, and email?