# The Content Code
Author:: Mark Schaefer
## Highlights
> Hygiene content: This is the content that serves the daily health of your audience. This content makes them aware of your brand and helps them connect to you when they need you most. This is the specific, short-form content that is most likely to turn up in organic search results. An example of hygiene content is a series of how-to videos from a do-it-yourself store like Home Depot. Hub content: While hygiene content might get somebody to your site, hub content is intended to keep them there. This could be a series of articles about a more in-depth topic, or perhaps a serialized story, that makes people want to go down the rabbit hole and stay on your site. This could also be “evergreen” content that people seem to love and read month after month. An example of hub content is the addictive and thrilling adventure videos produced by Adidas Outdoor featuring daredevil athletes using their gear. Hub content lifts subscriptions to your content, spurs engagement, builds brand interest, and may even lead to brand loyalty. Hero content: Hero content is something brilliant, dramatic, and bold that transcends the normal day-to-day Internet offerings. This is the content that creates viral buzz. A famous example is the epic videos Nike created to celebrate the World Cup. The most recent one, “Winner Stays,” playfully captures the schoolyard fantasy of young soccer players who morph into their favorite global stars. This type of content is difficult to produce. Nike was intentional in spending millions to create this hero content with the goal of creating massive brand awareness and dominating the conversation around the world’s biggest sporting event. The video received 100 million views. ([Location 427](https://readwise.io/to_kindle?action=open&asin=B00ULS1C26&location=427))
> Brand development Audience and Influencers Distribution, Advertising, Promotion, and SEO Authority “Shareability” embedded into each piece of content Social proof and social signals ([Location 462](https://readwise.io/to_kindle?action=open&asin=B00ULS1C26&location=462))
> It made you look cooler, smarter, funnier, or more relevant—providing you with a personal psychological benefit. The content struck some strong emotional chord. It made you laugh, cry, or otherwise feel something so profound it deserved to be shared with others. It’s practical or timely. Sharing the content will help and inform your friends. You found a new idea and can’t wait to be the first to share it. You feel deeply connected to the author and you want to support them. It represents an achievement. Maybe you or your company were mentioned in the content and it makes you feel good to show this representation of your status. ([Location 511](https://readwise.io/to_kindle?action=open&asin=B00ULS1C26&location=511))
---
Title: The Content Code
Author: Mark Schaefer
Tags: readwise, books
date: 2024-01-30
---
# The Content Code
Author:: Mark Schaefer
## AI-Generated Summary
None
## Highlights
> Hygiene content: This is the content that serves the daily health of your audience. This content makes them aware of your brand and helps them connect to you when they need you most. This is the specific, short-form content that is most likely to turn up in organic search results. An example of hygiene content is a series of how-to videos from a do-it-yourself store like Home Depot. Hub content: While hygiene content might get somebody to your site, hub content is intended to keep them there. This could be a series of articles about a more in-depth topic, or perhaps a serialized story, that makes people want to go down the rabbit hole and stay on your site. This could also be “evergreen” content that people seem to love and read month after month. An example of hub content is the addictive and thrilling adventure videos produced by Adidas Outdoor featuring daredevil athletes using their gear. Hub content lifts subscriptions to your content, spurs engagement, builds brand interest, and may even lead to brand loyalty. Hero content: Hero content is something brilliant, dramatic, and bold that transcends the normal day-to-day Internet offerings. This is the content that creates viral buzz. A famous example is the epic videos Nike created to celebrate the World Cup. The most recent one, “Winner Stays,” playfully captures the schoolyard fantasy of young soccer players who morph into their favorite global stars. This type of content is difficult to produce. Nike was intentional in spending millions to create this hero content with the goal of creating massive brand awareness and dominating the conversation around the world’s biggest sporting event. The video received 100 million views. ([Location 427](https://readwise.io/to_kindle?action=open&asin=B00ULS1C26&location=427))
> Brand development Audience and Influencers Distribution, Advertising, Promotion, and SEO Authority “Shareability” embedded into each piece of content Social proof and social signals ([Location 462](https://readwise.io/to_kindle?action=open&asin=B00ULS1C26&location=462))
> It made you look cooler, smarter, funnier, or more relevant—providing you with a personal psychological benefit. The content struck some strong emotional chord. It made you laugh, cry, or otherwise feel something so profound it deserved to be shared with others. It’s practical or timely. Sharing the content will help and inform your friends. You found a new idea and can’t wait to be the first to share it. You feel deeply connected to the author and you want to support them. It represents an achievement. Maybe you or your company were mentioned in the content and it makes you feel good to show this representation of your status. ([Location 511](https://readwise.io/to_kindle?action=open&asin=B00ULS1C26&location=511))