Book Review: Content Chemistry

Andy Crestodina's Content ChemistryI’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?


  1. Time, time, time. Where do you find it, Erin?

    • Soulati | Hybrid PR I think I just shuffle it around or burn both ends of it. 
      For the book reviews, I give myself an entire month to read the book just because I know I don’t or won’t have time to read the book in one sitting.
      It has to be hard for you when you have the kidlet and a business and everything else you do.

      • Erin F. Soulati | Hybrid PR I have no idea, Erin. It just happens. These days, though, I’m like a scattershot beebee gun (how do you spell that?). And, I feel it. Racing from one task to touch it briefly and then on to another to give that a bit of attention.
        You know what happens when this happens? I only want to bury my nose in a book and shut totally down. Not sure my solution, but now I totally recognize what’s happening.

        • Soulati | Hybrid PR I usually take some time just to read. Sundays are my off days, too. If I do any work that day, it’s something fun…unless I start to feel guilty. Then I do actual work.
          Oh, I use lists. Like a boss. I already have my list for weekend/July 4th work about set up so that I’m ready to go. I even write down “do the dishes” and “laundry.” It helps me contain everything and not feel quite as scattered.

        • Erin F. Soulati | Hybrid PR My problem now is that kidlet has no bedtime. What used to be MY time is nowhere. I grab a moment here and there which is not productive. 
          Even if she’s busy in her room (more common now), I still can’t totally shut down and focus until she’s tucked in.

        • Soulati | Hybrid PR Yes, my time’s been a little more limited lately. It’s for some good reasons, but I think I’m going to have to set up “I’m Ignoring You” hours. 😉 A kid is totally different, though. I think that’s why my mom established nap-time hours. She needed a few minutes to herself. Of course, that only works when the kids are young.


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