The Anatomy of Great Content - Access Marketing Company

The Anatomy of Great Content

You’ve heard it a million times (probably even a few on this website)…content is king.

But is it really? Sure, content is the lifeblood of the modern business’ digital footprint, but have you run a search for any random term on Google lately? There are trillions of bytes of content floating around the web at any given second, and odds are, 99.9999% of it will make absolutely zero impact on you.

So, in response to the whole “content is king” statement, we at AMC tend to say this:

Intentional content is king.

And, as fate would have it, we have our own methodology for ensuring our content is just that—intentional. Her name is PAM™.

PAM…at a Glance

Why are you producing a piece of content? What is supposed to accomplish? What does success look like after you publish it? Basically, if you don’t know what direction you’re shooting your arrow, you shouldn’t expect to hit the bullseye.

Who are you trying to reach with your content? What makes them tick? What are their pains, motivators, fears, unmet needs or overlooked opportunities? Without knowing these integral components of the people consuming your content, how can you ever expect it to make an impact or inspire action?

Based on the purpose of your content and the audience it’s trying to reach, what message does your content need to convey? What type of action does it need to inspire in your audience? How does it need to make your audience feel? You could have the best understanding of your audience in the world, but if you meet them in the digital “wild” with the wrong message, you may have just blown your shot at building a meaningful relationship with them.

That’s PAM in a nutshell. More to come later, so stay tuned to the AMC blog!

If you’d like to get a deeper understanding of PAM and how she can help sharpen your content, give us a shout!

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Content communicates, engages, inspires, and compels. That is, great content does. You’ll fit right in at Access Marketing Company.