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Confession time: I’d by no means heard the time period “content material atomization” till I joined Convince & Convert. There. I mentioned it. Now, as soon as I discovered the terminology, I noticed I’d truly been training this methodology of content material advertising and marketing greatest practices for years. Simply, you recognize, unknowingly.
Now that I’ve received the lingo down, I can promise you: content material atomization is among the strongest instruments you possibly can incorporate into your group’s content material advertising and marketing technique and executional processes.
Like me, chances are you’ll already be doing it in bits and items or inconsistently. However as a 19+ 12 months trade vet, I can additionally promise you: it really works means higher if you apply content material atomization ideas on function and on most—if not all—initiatives. Let’s dig into how and why.
What’s Content material Atomization?
Content material atomization is the method of breaking down a bit of content material into smaller, bite-sized components and repurposing them throughout varied advertising and marketing channels. Mentioned one other means, it’s if you take one substantial piece of content material and break it down into extra, strategically-sound, smaller items of content material.
One other translation? Content material atomization = maximizing to make the very most out of every content material creation funding throughout varied groups, techniques, and platforms.
As a marketer, you already know: content material shouldn’t be at all times simple (or cheap) to create. Even with AI, new applied sciences, apps, and different priceless content material advertising and marketing shortcuts, it’s sensible to create as many belongings as attainable for every activation you make investments time, power and price range into.
Persuade & Convert at all times recommends protecting the 1:8 objective in thoughts: taking 1 massive, tentpole piece of content material and aiming for 8 extra items of content material.
With….a little bit give and take, after all. Some initiatives could yield wayyyyy greater than eight concepts. Different instances, possibly solely three concepts make sense.
The extra you apply and apply weaving content material atomization into your initiatives and processes, the extra you’ll see that flexibility comes into play.
However for now, the underside line is: Your objective ought to be to maximise content material for the absolute best expertise and publicity, and for what makes essentially the most sense in your model to atomize in your audiences.
Persuade & Convert Professional take:
“Content material atomization is the definition of ‘work smarter, not more durable’. Your pillar content material is your field of arduous work. Each smaller content material piece you create from that’s exterior the field and a wise solution to lengthen the arduous work used for the pillar piece.”
~ Kelly Santina, President
Illustrating How Content material Atomization Works
When you learn the above and have been like, “What the what?”, right here’s a fast illustration of how content material atomization works in a content material advertising and marketing situation:
In my final full-time function, I used to be charged with launching a brand-new resort in New Orleans throughout our digital ecosystem with a splash but additionally…with a restricted time and price range.
One (of many) digital marketing campaign efforts was the next tentpole video about NOLA beignets, top-of-funnel fashion since, who wouldn’t need to get recent, sizzling beignets throughout their keep in New Orleans?! (It additionally occurred to showcase the resort’s distinctive providing of full in-villa kitchens the place you would – you guessed it – make your personal beignets.)
To additional assist and broaden the attain / enchantment of the first content material (the tentpole beignet video), my group atomized and distributed the next smaller, supporting belongings:
- An extended-format blog post about beignets, tying again to the proximity of the brand-new resort to varied NOLA beignet cafes and (after all) embedding the tentpole video
- A downloadable recipe card
- An embedded video module with accompanying copy on the resort touchdown web page
- An embedded “click on to play video” module inside promotional emails to certified leads
- Fb video publish with distinctive caption
- Instagram video publish with distinctive caption
- YouTube video publish with distinctive caption
- Instagram Reel: vertical sneak peek with hyperlink to full video
- Instagram Reel: behind-the-scenes iPhone interview of video’s native beignet cafe supervisor
- Instagram Story Ballot asking followers in the event that they’ve ever loved a beignet
- LinkedIn Company-centric publish
- Pinterest pin, linking to the video
- Paid media enhance with distinctive advert copy
And…increase. There you’ve gotten it. One tentpole video grew to become 13 extra items of supporting content material—every of which took very minimal effort to create—all of which cumulatively led to extra views, engagement, and traction behind the “marquee” asset.
Why is Atomization an Essential Content material Advertising Greatest Follow?
At first blush, the idea of content material atomization would possibly look like extra work. In literal phrases, it’s. However in actuality, you’re stretching the investments you already made into your main piece of content material and increasing its attain, engagement, and affect by breaking it down into smaller, bite-sized components.
So positive, within the second, it would really feel like “extra.” However, by atomizing and repurposing your content material, you’re truly minimizing the trouble required to create new content material from scratch. And, when achieved properly, you’ll be ensuring that main tentpole content material shines in entrance of far more eyeballs.
3 Advantages of Content material Atomization
1) Content material atomization is useful resource environment friendly: You’ll cowl extra floor with much less effort than making massive, brand-new executions each time you publish / launch / publish. Plus, you’ll discover your content calendar filling up far more simply by squeezing as a lot as attainable out of every manufacturing.
2) Content material atomization majorly helps with relevancy: Executing and distributing 8+ items of content material throughout a number of platforms and in a number of methods offers you a greater probability of manufacturing content material that’ll be hyper-relevant to particular segments of your target market.
3) Content material atomization consists of built-in atomization: By taking your massive thought and “spreading the phrase” in lots of, smaller methods, it’ll really feel such as you’re “all over the place” to your audiences. It’s principally an consideration multiplier.
Persuade & Convert Professional take:
“Atomizing your content material is the only best and most dependable solution to enhance the discoverability of your content material. Whenever you spend just a bit extra time atomizing content material and distributing for a number of channels and in a number of codecs, the probability of breaking by way of channel noise and reaching your perfect viewers will increase exponentially.”
~ Sunny Hunt, Strategist
Examples of Content material Atomization
You could be questioning how that is achieved “in the true world.” However when you’re conscious of the idea, you’ll rapidly discover that content material atomization is everywhere in the world vast internet.
You know the way if you be taught a brand new phrase, you begin listening to it instantly? Or if you begin automobile purchasing, you immediately see extra of your short-listed autos all over the place you drive? I’ve a sense you’re about to note so many manufacturers, rivals, and friends atomizing their hero efforts now that this greatest apply is in your radar.
Within the meantime, a number of examples to additional illustrate content material atomization embrace:
Moz’s Whiteboard Friday Movies
Moz, an search engine marketing software program supplier, publishes a weekly video collection referred to as “Whiteboard Friday”, the place trade consultants talk about varied subjects. They atomize these movies into shorter clips, GIFs, and weblog summaries, increasing their attain and catering to completely different audiences, preferences, and platforms.
College of Arizona
Certainly one of our C&C purchasers, the College of Arizona, created COVID Watch, a cell app designed to assist their campus neighborhood by way of the pandemic by offering free publicity notifications and optimistic publicity alerts. To assist the (mega vital) launch of COVID Watch, U of A created animated gifs, campus-wide illustrations, Instagram tales, sneak peek brief movies, a Twitter announcement, a social app overview, emails, campus signage, and push notifications.
HubSpot’s Weblog-to-Social Technique
HubSpot, a serious participant in inbound advertising and marketing platforms, takes their weblog content material and atomizes it into social media snippets, creating visually interesting photos with issues like key quotes, stats, and ideas. This strategy drives visitors again to their weblog, whereas concurrently capturing consideration on social media.
Persuade & Convert Social Professionals Podcast
Our very personal award-winning podcast group at all times, at all times, at all times atomizes each Social Professionals episode. For each 60 minute recording, our group pushes out no less than 10 objects of supporting belongings. Assume: tweets, tales, in-post visuals, full textual content transcripts, audiograms, LinkedIn carousels, blogs, and graphics that includes ideas, quotes, and factoids. Severely, choose any episode and also you’ll see a full spectrum of supporting techniques “on the market.”
Crimson Bull
Crimson Bull can be masterful with the artwork of content material atomization. As you probably know, they typically seize unimaginable footage at excessive sports activities occasions like Crimson Bull Air Race and Crimson Bull Rampage. They then repurpose the first footage into a number of codecs, extending their shelf life far past the occasions themselves with belongings like YouTube movies, social media posts, podcasts, live-streamed occasion segments, and brief video snippets.
Starbucks
One other beverage participant, Starbucks, can be robust on this apply. With their deep budgets, you would possibly suppose they wouldn’t hassle with stretching each bit to its max. However Starbucks typically produces weblog articles on subjects like espresso recipes, sustainability, worker spotlights, and neighborhood initiatives after which repurpose them into shorter-form posts for social. Assume Instagram tales, reels, and even video tutorials on TikTok.
MeUndies
You will have seen this model in your sponsored newsfeed. As an up-and-coming title within the underwear and loungewear section, they successfully atomize their content material to broaden their viewers engagement. As soon as once more, they take longer-form weblog posts that debate subjects associated to consolation, trend, and life-style after which atomize this content material into shorter posts for his or her social platforms, incorporating related quotes, photos, movies, and graphics whereas making a cohesive model “look” throughout a number of channels.
Every of those examples display how one can successfully atomize your content material by creating completely different “off-shoot” codecs that align with each your root content material and your model identification, viewers preferences/pursuits, and distribution platforms.
Tips on how to Unleash the Energy of Content material Atomization in Your Group
Like many different worthwhile endeavors, content material atomization can take some apply. Till atomization turns into second nature, I like to recommend actively and overtly weaving the subject of content material atomization into your formal content material brainstorms and briefing processes.
Everytime you’re assembly to debate ongoing content material or an upcoming initiative, content material atomization mustn’t solely be mentioned, however assigned. With no confirmed asset lead for each bit of content material and agency timelines, atomization can simply fall to the wayside when issues get busy. Particularly when group members get so targeted / rushed / excited in regards to the main tentpole piece of content material.
A Few “Starter Pack” Suggestions for Infusing Atomization
- Tack on an additional 10-Quarter-hour per assembly to make sure time for content material atomization brainstorming.
- Assign an atomization chief to attach the dots and alternatives in plans / packages to verify conversations about atomizing are prioritized.
- Make a guidelines of your distribution channels and the entire techniques in your toolbox. Deliver this guidelines to every assembly / dialogue and do a fast round-robin on which platforms / techniques take advantage of sense in your content material. (e.g. “Does this make sense as an IG story?” “Is there an upcoming alternative to combine into an electronic mail ship?”, and so forth.)
- Evaluate your listing / concepts to our list of 47 ways to atomize your content. It’s an amazing useful resource to brainstorm and complement from.
- Clearly align, affirm, and assign asset leads and timelines to each smaller piece of supporting content material. Verify in typically to make sure the entire “spokes” are on observe and able to launch alongside the first “hub” asset.
- When main content material goes reside, ship out a Launch Alert electronic mail to the entire key stakeholders, contributors, and leaders, confirming what all went reside, when, the place, how, and why.
- Share outcomes out early and infrequently. As quickly as your group begins seeing the fruits of your content material atomization labors, the momentum will construct right into a well-oiled atomization machine.
- Converse up! When you see a possibility for a supporting tactic/asset, say one thing. Even when it’s not your group / division / wheelhouse, as you construct up your content material atomization muscle mass, undertake a “good concepts can come from wherever” mentality. (Professional tip: it is a nice philosophy to worth and enact, regardless!)
- Plus, you possibly can sign-up for our ON newsletter to get a dose of tendencies, insights, and recommendation twice a month.
How many much time are you devoting to content atomization brainstorming? Click To Tweet
Unsure the place to begin or learn how to construct this into your content material advertising and marketing efforts? Contact us! Serving to our Persuade & Convert consumer companions by way of atomization processes, organizational transformations, and tangible toolkits is one thing we do on a regular basis. And we kinda geek out about maximizing content material efforts over right here…
Persuade & Convert Professional take:
“Some organizations consult with their giant, marquee content material belongings as hero content material. I see it fairly in another way: the true hero isn’t the large content material factor. The actual heroes are the handfuls, if not a whole bunch, of hardworking small issues that drip from the marquee content material. It’s form of like a fruit tree; after all you can not have the fruit with out the tree, however no one talks in regards to the apple tree. They discuss in regards to the pie.”
~ Daniel Lemin, Senior Strategist
Closing Ideas on this Content material Advertising Greatest Follow
Earlier than you begin interested by creating your subsequent massive “factor”, take a step again and just remember to’ve remixed, refreshed, and optimized your present content material.
Content material atomization can take your subsequent launch from good to nice. It’s a strong technique that allows entrepreneurs to take advantage of out of their content material investments. By breaking down and repurposing your content material, you possibly can lengthen its attain, have interaction along with your viewers throughout a number of channels, and enhance your model visibility. AND you’ll be far more environment friendly along with your sources and time. Win, win, win!
Keep in mind to plan your atomization technique rigorously, deeply perceive your viewers and platforms, construct in a bit of additional time for brainstorming, dialogue, and cross-departmental executions, and preserve consistency, purposefulness, and creativity all through.
With these content material advertising and marketing greatest practices, ideas, methods and galvanizing examples in thoughts, you’re able to unleash the complete potential of content material atomization in your advertising and marketing efforts!
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