Mark Schaefer's book 'The Content Code' features insights from 13 experts on building an 'actionable audience' or 'alpha audience' that shares your content. Key advice includes seeking allies instead of fans, establishing authentic connections, and being interesting to engage your community meaningfully. Schaefer emphasizes the importance of providing value and authenticity to successfully grow and build a loyal audience.

1. ACTIONABLE AUDIENCE13 QUOTES ON BUILDING AN
FROM “THE CONTENT CODE”

2. Hi. I’m Mark Schaefer.
Author. Teacher.
Marketing consultant.
And creator of the {grow} blog.

3. As part of my new book
The Content Code, 13
experts provided their
advice on building an
actionable audience.

4. In the book, I define an actionable
audience as your "Alpha Audience" -- the
elite members that share your content. They
are the bedrock of your business!

5. Here’s what our experts had to say…

6. “AIM FOR
ALLIES,
CEO of Owner Media Group
-CHRIS BROGAN
NOT FANS.”

7. “I try not to have fans. I
seek allies. Fans are great
insofar as they spend
money or something, but
allies advance the cause.
Once people understand
how I can help them, they
tend to stick around.”

8. “Don’t take the
Author of Reinventing You and Standing Out
party line.”
-Dorie Clark

9. “In everything I write, I try to
find the part that’s most
fascinating and unique, and
that’s often not the party line,
but instead the mistakes and
the aftermath and how we grow
from them. This honesty builds
trust and audience bonds.”

10. “establish a communion
of equals.”
President of the Sales Lion
-Marcus sheridan

11. “As a content creator, it’s not your
goal to sound smart. Rather, the
goal is communion. Whatever you
say allows your audience to nod
their heads and say ‘I get it. I see.’ ”

12. “establish a common
dream.”
Digital Evangelist & Author
-Guy Kawasaki

13. “Want to change the world?
Upset the status quo? This takes
more than run-of-the-mill
relationships. You need to make
people dream the same dream
that you do.”

14. “Connect the
Community.”
Arment Dietrich CEO
-Gini Dietrich

15. “If you spend time online talking to
the people who influence purchase
decisions, you can provide the
foundation for your community.
And, when you do it this way,
it becomes more than
engagement.”

16. “DON’T PUBLISH
-SCOTT STRATTEN
WHEN YOU
‘SHOULD’.”
Author & President of UnMarketing

17. “Not even once have I, or you,
shared another brand’s content
because it was ‘Tuesday at 2 p.m.’.
People share emotions. When you
evoke that, people react.”

18. “ABOVE ALL, BE
INTERESTING.”
Best-selling author of The New Rules of Marketing & PR
-David Meerman Scott

19. “In order to have people talk about
you and your ideas, you must resist
the urge to hype your products and
services. Instead, create something
interesting for your audience.”

20. “BE REAL.”
Health & Wellness Writer
-JOYCE CHERRIER

21. “Making my content as personal
and applicable to life as possible
makes my core audience feel more
like old friends who I live and grow
with, and I believe that’s a key
element for any brand. ”

22. “CONNECT
CEO of TopRank Marketing
CONTENT, PEOPLE,
-LEE ODDEN
AND CONFERENCES.”

23. “I try to get involved as deeply
as I can in conferences I attend,
even creating unique content for
and about these events. I want
to create a positive, intelligent,
and creative experience for the
people who are involved. The
content moves but it also
strengthens connections with
people I meet.”

24. “Speak to
Author of Marketing: A Love Story
ONE person.”
-bernadette jiwa

25. “Before I sit down to write I think
about one person. This practice
helps me to understand that I must
always respect their time, never
take their attention for granted,
and always try to provide value.”

26. “BUILD THE SMALLEST
AUDIENCE
-SETH GODINMarketing author, speaker, & entrepreneur
POSSIBLE.”

27. “Aim for the smallest possible audience,
not the largest, to build long-term
value among a trusted, delighted tribe,
to create work that matters and
stands the test of time.”

28. “NEVER TAKE THE
AUDIENCE
-ANN HANDLEY
FOR GRANTED.”
Author of Everyone Writes & Marketing
Profs Chief Content Officer

29. “Publishing is a privelege and should
not be squandered. I started my career
in print journalism. And that
sensibility from my journalism
school days of ‘No one has to read
this,’ continues to influence and
inform what I publish to this day.”

30. And, finally, my advice…

31. “Give them
Author of The Content Code
-Mark W. Schaefer
Everything.”

32. “This is what I have to do to earn
an audience. This is what is
required in a noisy, competitive
world. I have to give my audience
everything.
And so do you.“

33. I hope you’re inspired to build your
Alpha Audience.

34. The great news is you don’t have to
do it alone.

35. I wrote my new book for you!

36. Learn how to ignite
your content, your
marketing, and your
business with
The Content Code.
AVAILABLE NOW!
CLICK HERE!

37. SAY HELLO ONLINE!
Content
@markwschaefer
Design
@sarahsmason