The Anatomy of Great Content

by Steve Seager on February 11, 2013

What is great content? Content marketing

Down below is a free PDF download of The Anatomy of Great Content – a content marketing model for both marketers and strategic communicators. It explains what makes for successful social content.

Sure it sounds obvious, but there’s two words in content marketing. Over the past couple of years consulting I’ve noticed that marketers struggle with the ‘content’ (communication) end of things. And strategic communicators struggle with the ‘marketing’ end of things.

Successful content marketing (or social media marketing, for that matter) needs both. But the common question is:

What is great content?

Apparently, content is still the elephant in the room. Here’s some advice from some of the biggest names in content marketing:

Make it inspirational, original, fun!
Create remarkable content!
Select the topic you want to be famous for!
Make it compelling!
Make it engaging!

I’m pretty sure we can do better than buzzwords and marketing-speak, right? Here’s what I came up with. Let me know what you think!

The Anatomy of Great Content

The Anatomy of Content has seven elements:

Steve Seager: The Anatomy of Great ContentThe first three elements: ‘Targeted’, ‘Valuable’ and ‘Structured’ are primarily about developing messaging. Marketers should pay particular attention there.

The last four: ‘Atomised’, ‘Optimised’, ‘Activating’ and ‘Measurable’, are more on the execution of good content marketing. Communicators should pay particular attention there.

Why not use it as a discussion piece as you move towards developing great content of your own? Or, as a ‘sanity-check’ against your current content.

If you think there’s anything missing, let me know.

DOWNLOAD THE PDF: The Anatomy of Great Content: a content marketing model for B2B marketers and strategic communicators.

If you would like the deck version, which dives a little deeper, give me a shout.

- Steve

[UPDATE] Please use the link above to download the .pdf, the automatically generated pdfs below are pretty ugly!

Previous post:

Next post: